Job description

Advertising managers coordinate with sales, financial and creative staff to promote a product or service for a company or client. They use marketing data, product information and company objectives to create, direct and launch advertising campaigns that generate interest from the target audience.

Advertising managers make budget decisions, select which forms of media to use for the campaign, and act as an ad agency liaison to clients.

Duties

    • Meet with sales, financial, creative and product development staff to discuss advertising objectives
    • Plan ad campaign and which media outlets will best convey the company message and increase sales
    • Craft ads with unifying message that suit each media type, such as television, radio or online media
    • Write briefs that instruct staff on campaign messaging, outlets, target audience and brand attributes
    • Inspect, edit and approve ad layouts, scripts and other promotional materials
    • Negotiate contracts with clients, advertising agencies and/or outlets that sell ad time or space
    • Prepare annual and campaign budgets, submit estimates for campaign and staff costs as requested
    • Coordinate with staff on plans to retain existing clients and acquire new ones
    • Study budget, sales goals, ad campaign results, industry trends and other data to improve campaigns
    • Meet with clients or execs to exchange information, pitch ideas and give campaign status updates
    • Participate in hiring and training of advertising staff

Skills, qualities and knowledge

Accounting software
Project management software
Sales and marketing
Digital media
Communication
Creativity
Analytical thinking
Social perceptiveness
Psychology
Persuasion
Writing
Teamwork
Time management
Attention to detail

Working hours and environment

Average working hours

40hweek

Typical schedule

Full Time

Overtime occasionally

Advertising managers typically work in advertising agencies or in organisations with their own advertising department. They coordinate with a variety of staff, including executives. The job can be fast-paced, deadline-oriented and stressful.

Advertising managers may work overtime to complete a campaign on time, handle problems and address client concerns. Travel to meet with clients or media contacts is possible.

Salary

Bottom 10%

$57k

Median

$120k

Top 10%

$210k

Annual salary estimates are based on percentile wage data collected through the Occupational Employment Statistics (OES) survey of US workers.

Qualifications and training

Education level

Undergraduate

DVM / VMD degree

Study time

4years

Most advertising managers have a bachelor's degree in advertising, journalism or a related topic. Relevant coursework includes market research, sales, communication methods and visual art. You will also need previous experience in advertising or a related field, such as former work as a sales representative or public relations specialist.

Job outlook

Projected growth
The projected growth rate of employment in the US from 2016 to 2026, based on data collected through the BLS Employment Projections (EP) programme. The national average growth rate for all professions is 7%.

5%

No of new jobs
The number of jobs projected to become available in the US between 2016 and 2026, based on data collected through the BLS Employment Projections (EP) programme.

1.7k

Automation risk
The probability of computerisation, based on data published in ‘The Future of Employment’, a 2013 working paper by Carl Benedikt Frey and Michael Osborne.

3.9%

Career progression

There are several paths to an advertising manager position, including roles in media, ad sales, publicity and other areas of marketing. Experience in both creative and sales roles will help make you a desirable candidate and effective manager. Crafting successful ad campaigns can lead to larger projects and landing more lucrative clients.

Some advertising managers specialise in a particular aspect of an advertising campaign, like creative, media selection, financial or sales. You may also consider transitioning to a related role, such as sales manager or fundraising manager.