Advertising, Promotions, or Marketing Manager
What Advertising, Promotions, and Marketing Managers Do
Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials.
Advertising, promotions, and marketing managers typically do the following:
- Work with department heads or staff to discuss topics such as budgets and contracts, creative vision, marketing plans, and media buying
- Plan promotional campaigns, such as contests or giveaways, to boost brand loyalty and reach new customers
- Plan advertising campaigns, including in which media—such as radio, television, or email—to advertise
- Negotiate advertising contracts with clients and partners
- Evaluate the look and feel of displays or websites in advertising or marketing campaigns
- Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
- Develop pricing and other strategies, such as how to acquire and retain customers and manage their data, for marketing products or services
- Meet and strategize with clients to provide marketing or related advice
- Direct the hiring and daily activities of advertising, promotions, and marketing staff
Advertising managers create interest among potential buyers of a product or service. They do this for a department, an entire organization, or individual projects (referred to as an account).
Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign. Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads.
Some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers, whether through radio, television, or various other media. Account executives have a different focus: they oversee client accounts but do not develop or supervise advertising projects themselves.
Promotions managers direct programs that combine advertising with purchasing incentives and target them to customers in media, in displays, or at events to increase sales. Purchasing incentives may include discounts, rebates, contests, and other programs to strengthen brand loyalty. Promotions managers also contribute to developing brand loyalty programs.
Marketing managers estimate demand and identify potential markets for products and services that an organization and its competitors offer. They may develop pricing and other strategies, such as ways to acquire and retain customers. They work with product development, public relations, and sales staff to help organizations maximize their profits and market share while ensuring customer satisfaction.
Advertising and promotions managers held about 30,900 jobs in 2022. The largest employers of advertising and promotions managers were as follows:
|Advertising, public relations, and related services||29%|
|Management of companies and enterprises||7|
Marketing managers held about 358,200 jobs in 2022. The largest employers of marketing managers were as follows:
|Professional, scientific, and technical services||25%|
|Management of companies and enterprises||12|
|Finance and insurance||10|
Advertising, promotions, and marketing managers work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials. Because their work affects a firm’s revenue, these managers also collaborate with top executives.
Advertising, promotions, and marketing managers typically work in an office setting. They may travel to meet with clients or media representatives. Their work may be stressful, particularly near deadlines.
Most advertising, promotions, and marketing managers work full time. Some work more than 40 hours per week.
How to Become an Advertising, Promotions, or Marketing Manager
Advertising, promotions, and marketing managers typically need a bachelor’s degree. They also typically need work experience in a related occupation.
Advertising, promotions, and marketing managers typically need a bachelor’s degree in a business field, such as marketing, or in a related field, such as communications. Relevant courses might include consumer behavior, market research, and art history.
Some employers prefer to hire candidates who have a master’s degree.
Advertising and marketing managers may begin as trainees or participate in mentoring or shadowing opportunities. In addition, completing an internship while in school may make candidates more attractive to prospective employers.
Work Experience in a Related Occupation
These managers typically need work experience in a related advertising, marketing, promotions, or sales occupation. For example, they may have worked as sales representatives, market research analysts, or public relations specialists.
Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2022 to 2032, faster than the average for all occupations.
About 34,000 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.
Marketing managers will continue to be in demand as organizations use marketing campaigns to maintain and expand their market share. These managers will be sought after for their advice on crafting pricing strategies and finding new ways to reach customers.
The continued rise of electronic media will result in decreasing demand for print advertisements. However, the demand for advertising and promotions managers is expected to be concentrated in industries that rely on these workers to create digital media campaigns that target customers through the use of websites, social media, or live chats.
Contacts for More Information
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For more information about marketing managers and certification, visit:
This table shows a list of occupations with job duties that are similar to those of advertising, promotions, and marketing managers.
|Occupation||Job Duties||Entry-Level Education||Median Annual Pay, May 2022|
|Advertising Sales Agents||
Advertising sales agents sell advertising space to businesses and individuals.
|High school diploma or equivalent||$58,450|
Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions.
Editors plan, review, and revise content for publication.
Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.
|Market Research Analysts||
Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.
Sales managers direct organizations' sales teams.
Financial managers create financial reports, direct investment activities, and develop plans for the long-term financial goals of their organization.
|Project Management Specialists||
Project management specialists coordinate the budget, schedule, staffing, and other details of a project.
|Public Relations and Fundraising Managers||
Public relations managers direct the creation of materials that will enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.
|Public Relations Specialists||
Public relations specialists create and maintain a positive public image for the clients they represent.