To be successful, businesses must sell their products and services. That’s why advertising and promotions managers are so important— it’s their job to come up with ways to boost sales. Advertising managers develop a strategy, called an advertising campaign, to reach potential customers. They often work with a media planning team to determine how to best reach that audience— whether to advertise on TV and radio… in newspapers and magazines…on the web, or even on the sides of city buses. The manager engages a creative team to develop the ad’s artwork and language. They also may advise clients on technical aspects of ad campaigns. Promotions managers share the same goals, but focus on combining advertising with purchase incentives in order to increase sales. Promotions may take the form of discount coupons… giveaways, rebates … or contests. In addition to creativity, strong leadership ability, and excellent communication skills are important qualities for these managers. Advertising and promotions managers work for ad agencies, and in the advertising department of a business in almost any industry, from manufacturing to scientific innovation, finance to insurance. Employers look for a bachelor’s degree in marketing, advertising, or journalism. The hours can be long, and dealing with deadlines can be stressful. But many managers say they never tire of the thrill of seeing their ideas come to life.
What they do:
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
On the job, you would:
Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.
Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
Gather and organize information to plan advertising campaigns.
Arts and Humanities
English language
Communications
multimedia
telecommunications
Business
management
sales and marketing
Engineering and Technology
computers and electronics
Basic Skills
listening to others, not interrupting, and asking good questions
talking to others
Problem Solving
noticing a problem and figuring out the best way to solve it
Social
understanding people's reactions
changing what is done based on other people's actions
Verbal
communicate by speaking
listen and understand what people say
Ideas and Logic
notice when problems happen
use rules to solve problems
People interested in this work like activities that include leading, making decisions, and business.
They do well at jobs that need:
Dependability
Attention to Detail
Initiative
Integrity
Adaptability/Flexibility
Innovation
You might use software like this on the job:
Video creation and editing software
Adobe Systems Adobe AfterEffects
Apple Final Cut Pro
Desktop publishing software
Adobe Systems Adobe InDesign
Microsoft Publisher
Data base user interface and query software
Database software
Microsoft Access
bachelor's degree or associate's degree usually needed
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