Advertising and Promotions Managers

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Also known as:
Advertising Director, Advertising Executive, Advertising Manager, Classified Advertising Manager, Promotion Manager, Promotions Director, VP Advertising, VP Promotions

ABOUT ADVERTISING AND PROMOTIONS MANAGER CAREERS
Video transcript

Everyone in marketing, advertising, or public relations is involved in communicating with the public and helping to shape its opinions and perceptions. With the help of their subordinates, marketing managers research the demand for their company's products or services, develop pricing strategies, and identify likely customers.

They often work with advertising managers, who are usually employed by ad agencies. Advertising managers supervise the people who write and design ads, buy commercial time on TV, or deal with clients. Public relations managers are employed by both in-house corporate PR departments and by public relations agencies.

The pay is usually good. But long hours, including weekends and extensive travel are common. You'll have to work your way up, but as the economy becomes ever more global and competitive, there will be a growing need for managers who can communicate effectively to the public.

SNAPSHOT
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
Leadership
HIGH
Critical decision making
HIGH
Level of responsibilities
HIGH
Job challenge and pressure to meet deadlines
HIGH
Dealing and handling conflict
LOW
Competition for this position
HIGH
Communication with others
HIGH
Work closely with team members, clients etc.
HIGH
Comfort of the work setting
HIGH
Exposure to extreme environmental conditions
LOW
Exposure to job hazards
LOW
Physical demands
LOW
Daily tasks

Prepare budgets and submit estimates for program costs as part of campaign plan development.

Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.

Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.

Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.

Coordinate with the media to disseminate advertising.

Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.

Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.

Plan and execute advertising policies and strategies for organizations.

Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.

Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.

Contact organizations to explain services and facilities offered.

MAIN ACTIVITIES
Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Communicating with Persons Outside Organization Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Organizing, Planning, and Prioritizing Work Developing specific goals and plans to prioritize, organize, and accomplish your work.
Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
AREAS OF KNOWLEDGE
Sales and Marketing Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
English Language Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Communications and Media Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Customer and Personal Service Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Administration and Management Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Clerical Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
Mathematics Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
TOP SKILLS
Active Listening Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Critical Thinking Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Speaking Talking to others to convey information effectively.
Social Perceptiveness Being aware of others' reactions and understanding why they react as they do.
Reading Comprehension Understanding written sentences and paragraphs in work related documents.
Writing Communicating effectively in writing as appropriate for the needs of the audience.
Judgment and Decision Making Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Time Management Managing one's own time and the time of others.