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 and responsibilities
- 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 and knowledge
AVERAGE WORKING HOURS
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.
Annual salary estimates are based on percentile wage data collected through the Occupational Employment Statistics (OES) survey of US workers.
BA in advertising or journalism
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.
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.