Advertising, Promotions, or Marketing Manager
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Salary Range: $80,000 or more
Average Hourly: $68.03
Education: Bachelor's degree
Number of Jobs: 316,800
Jobs Added to 2029: 31,800
Growth: As fast as average
Go here to see salary and job data specific to the United Kingdom.
What Advertising, Promotions, and Marketing Managers Do
Advertising, promotions, and marketing managers typically do the following:
- Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
- Plan promotional campaigns such as contests, coupons, or giveaways
- Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
- Negotiate advertising contracts
- Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
- Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
- Develop pricing strategies for products or services marketed to the target customers
- Meet with clients to provide marketing or related advice
- Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities
Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.
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. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.
In addition, 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. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs.
Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.
Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.
Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.
Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.
For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she may assist in the development of that product or service and to create a marketing plan for it.
|Advertising, public relations, and related services||49%|
|Management of companies and enterprises||9|
Marketing managers held about 293,700 jobs in 2020. The largest employers of marketing managers were as follows:
|Professional, scientific, and technical services||23%|
|Management of companies and enterprises||13|
|Finance and insurance||10|
Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, people in these occupations typically work closely with .
The jobs of advertising, promotions, and marketing managers can often be stressful, particularly near deadlines. Additionally, they may travel to meet with clients or media representatives.
Most advertising, promotions, and marketing managers work full time. Some advertising and promotions managers work more than 40 hours per week.
Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2020 to 2030, about as fast as the average for all occupations.
About 31,100 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.
How to Become an Advertising, Promotions, or Marketing Manager
A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.
Marketing managers typically need a bachelor's degree in a business field, such as marketing, or in a related field, such as communications. In addition, completing an internship while in school can be useful.
Work Experience in a Related Occupation
Advertising, promotions, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.
Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.
Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.
Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.
Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.
Interpersonal skills. Managers must deal with a range of people in different roles, both inside and outside the organization.
Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.