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Advertising and Promotions Managers

Advertising and Promotions Managers

Overview
Job Zone Four: Considerable Preparation Needed
Experience

A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

Education

Most of these occupations require a four-year bachelor's degree, but some do not.

Job Training

Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Examples

Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.

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.

Salary Salary

Salary at 10th Percentile: $68K
Salary at 25th Percentile: $91K
Median Salary: $133K
Salary at 75th Percentile: $181K
Salary at 90th Percentile: $208K

Demand
Career Demand by State Career Demand by State Legend
Core Tasks

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

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

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

Coordinate with the media to disseminate advertising.

Manage sales team, including setting goals, providing incentives, and evaluating employee performance.

Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.

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

Plan and execute advertising policies and strategies for organizations.

Prepare and negotiate advertising and sales contracts.

Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.

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

Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.

Contact organizations to explain services and facilities offered.

Train and direct workers engaged in developing and producing advertisements.

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

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

Track program budgets, expenses, and campaign response rates to evaluate each campaign, based on program objectives and industry norms.

Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.

Represent company at trade association meetings to promote products.

Direct and coordinate product research and development.

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

Technology Skills
Technology
Example
Hot Technology
Analytical or scientific software
Google Analytics
Business intelligence and data analysis software
Tableau
Calendar and scheduling software
Scheduling software
Customer relationship management CRM software
Salesforce software
Data base management system software
Microsoft SQL Server
Data base reporting software
AdRelevance
Data base user interface and query software
Microsoft Access
Desktop publishing software
Adobe Systems Adobe InDesign
Development environment software
Adobe Systems Adobe Creative Suite
Document management software
Adobe Systems Adobe Acrobat
Electronic mail software
Microsoft Outlook
Enterprise application integration software
Extensible markup language XML
Enterprise resource planning ERP software
SAP
Graphics or photo imaging software
Adobe Systems Adobe Photoshop
Information retrieval or search software
Pinterest
Instant messaging software
Twitter
Internet browser software
Web browser software
Inventory management software
Inventory tracking software
Office suite software
Microsoft Office
Operating system software
Microsoft Windows
Presentation software
Microsoft PowerPoint
Project management software
Microsoft Project
Sales and marketing software
Google AdWords
Spreadsheet software
Microsoft Excel
Video creation and editing software
YouTube
Web page creation and editing software
Facebook
Web platform development software
Drupal
Word processing software
Microsoft Word
Tools Used
Tool
Example
Communications Devices and Accessories
Multi-line telephone systems
Computer Equipment and Accessories
Laptop computers
Office machines and their supplies and accessories
Laser facsimile machines
Top 10 Knowledge Required
Sales and Marketing
94%
Importance

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
89%
Importance

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
87%
Importance

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
84%
Importance

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
83%
Importance

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
67%
Importance

Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

Clerical
65%
Importance

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
64%
Importance

Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

Economics and Accounting
61%
Importance

Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.

Education and Training
59%
Importance

Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

Top 10 Skills
Active Listening
83%
Importance

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
80%
Importance

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Social Perceptiveness
80%
Importance

Being aware of others' reactions and understanding why they react as they do.

Speaking
80%
Importance

Talking to others to convey information effectively.

Judgment and Decision Making
75%
Importance

Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Reading Comprehension
75%
Importance

Understanding written sentences and paragraphs in work related documents.

Writing
75%
Importance

Communicating effectively in writing as appropriate for the needs of the audience.

Complex Problem Solving
70%
Importance

Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Coordination
70%
Importance

Adjusting actions in relation to others' actions.

Time Management
70%
Importance

Managing one's own time and the time of others.

Top 10 Abilities
Oral Expression
85%
Importance

The ability to communicate information and ideas in speaking so others will understand.

Oral Comprehension
80%
Importance

The ability to listen to and understand information and ideas presented through spoken words and sentences.

Speech Clarity
80%
Importance

The ability to speak clearly so others can understand you.

Written Comprehension
80%
Importance

The ability to read and understand information and ideas presented in writing.

Deductive Reasoning
78%
Importance

The ability to apply general rules to specific problems to produce answers that make sense.

Speech Recognition
78%
Importance

The ability to identify and understand the speech of another person.

Written Expression
78%
Importance

The ability to communicate information and ideas in writing so others will understand.

Fluency of Ideas
75%
Importance

The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).

Near Vision
75%
Importance

The ability to see details at close range (within a few feet of the observer).

Originality
75%
Importance

The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Top 10 Work Activities
Interacting With Computers
93%
Importance

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
88%
Importance

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
87%
Importance

Observing, receiving, and otherwise obtaining information from all relevant sources.

Communicating with Supervisors, Peers, or Subordinates
85%
Importance

Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

Organizing, Planning, and Prioritizing Work
84%
Importance

Developing specific goals and plans to prioritize, organize, and accomplish your work.

Establishing and Maintaining Interpersonal Relationships
81%
Importance

Developing constructive and cooperative working relationships with others, and maintaining them over time.

Thinking Creatively
81%
Importance

Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Making Decisions and Solving Problems
77%
Importance

Analyzing information and evaluating results to choose the best solution and solve problems.

Updating and Using Relevant Knowledge
76%
Importance

Keeping up-to-date technically and applying new knowledge to your job.

Selling or Influencing Others
73%
Importance

Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Detailed Work Activities

Develop promotional materials.

Examine marketing materials to ensure compliance with policies or regulations.

Confer with organizational members to accomplish work activities.

Coordinate operational activities with external stakeholders.

Direct financial operations.

Direct sales, marketing, or customer service activities.

Direct organizational operations, projects, or services.

Implement organizational process or policy changes.

Develop marketing plans or strategies.

Monitor performance of organizational members or partners.

Coordinate special events or programs.

Prepare operational budgets.

Promote products, services, or programs.

Analyze data to assess operational or project effectiveness.

Establish interpersonal business relationships to facilitate work activities.

Manage organizational or project budgets.

Maintain knowledge of current developments in area of expertise.

Evaluate employee performance.

Supervise employees.

Prepare financial documents, reports, or budgets.

Negotiate sales or lease agreements for products or services.

Conduct employee training programs.

Advise customers on technical or procedural issues.

Represent the organization in external relations.

Manage operations, research, or logistics projects.

Analyze forecasting data to improve business decisions.

Analyze market research data.

Attend training sessions or professional meetings to develop or maintain professional knowledge.

Conduct market research.

Develop marketing plans or strategies for environmental initiatives.

Evaluate program effectiveness.

Develop procedures to evaluate organizational activities.

Maintain operational records for green energy processes or other environmentally-sustainable activities.

Work Context
Electronic Mail

How often do you use electronic mail in this job?

Face-to-Face Discussions

How often do you have to have face-to-face discussions with individuals or teams in this job?

Indoors, Environmentally Controlled

How often does this job require working indoors in environmentally controlled conditions?

Telephone

How often do you have telephone conversations in this job?

Contact With Others

How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?

Structured versus Unstructured Work

To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?

Work With Work Group or Team

How important is it to work with others in a group or team in this job?

Deal With External Customers

How important is it to work with external customers or the public in this job?

Importance of Being Exact or Accurate

How important is being very exact or highly accurate in performing this job?

Time Pressure

How often does this job require the worker to meet strict deadlines?

Education
Majors
Major
Public Relations, Advertising, and Applied Communication
Public Relations/Image Management
Advertising
Marketing/Marketing Management, General
Interests
Enterprising
100%
Importance

Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.

Artistic
77%
Importance

Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.

Conventional
67%
Importance

Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.

Social
34%
Importance

Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.

Investigative
29%
Importance

Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.

Realistic
24%
Importance

Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.

Top 10 Work Styles
Initiative
92%
Importance

Job requires a willingness to take on responsibilities and challenges.

Cooperation
91%
Importance

Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.

Dependability
91%
Importance

Job requires being reliable, responsible, and dependable, and fulfilling obligations.

Attention to Detail
90%
Importance

Job requires being careful about detail and thorough in completing work tasks.

Adaptability/Flexibility
89%
Importance

Job requires being open to change (positive or negative) and to considerable variety in the workplace.

Persistence
87%
Importance

Job requires persistence in the face of obstacles.

Stress Tolerance
87%
Importance

Job requires accepting criticism and dealing calmly and effectively with high stress situations.

Integrity
84%
Importance

Job requires being honest and ethical.

Self Control
84%
Importance

Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.

Achievement/Effort
82%
Importance

Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

Work Values
Achievement
77%
Importance

Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.

Independence
77%
Importance

Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Recognition
77%
Importance

Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.

Working Conditions
77%
Importance

Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.

Relationships
72%
Importance

Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.

Support
58%
Importance

Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.