Advertising and Promotions Manager

Also called: Account Director, Account Executive, Account Manager, Account Specialist, Advertising Account Executive (Ad Account Executive)

$147,560

estimated salary

Advertising and promotions Managers 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.

  • 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 and video tapes, 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.
  • Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
  • Plan and execute advertising policies and strategies for organizations.
  • Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
  • Prepare budgets and submit estimates for program costs as part of campaign plan development.
  • Contact organizations to explain services and facilities offered.
  • 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.
  • Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
  • Manage sales team including setting goals, providing incentives, and evaluating employee performance.
  • Prepare and negotiate advertising and sales contracts.
  • Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
  • Train and direct workers engaged in developing and producing advertisements.
  • Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
  • 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.
  • Analyze marketing or sales trends to forecast future conditions.
  • Analyze the effectiveness of marketing tactics or channels.
  • Attend or participate in conferences, community events, and promotional events related to products or technologies.
  • Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
  • Coordinate with marketing team members and workers such as graphic artists to develop and implement marketing programs.
  • Develop communications materials, advertisements, presentations, or public relations initiatives to promote awareness of products and services.
  • Develop comprehensive marketing strategies, using knowledge of products and technologies, markets, and regulations.
  • Devise or evaluate methods and procedures for collecting data, such as surveys, opinion polls, and questionnaires.
  • Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.
Work Context
  • Electronic Mail — 100% responded "Every day".
  • Face-to-Face Discussions — 88% responded "Every day".
  • Telephone — 81% responded "Every day".
  • Contact With Others — 72% responded "Constant contact with others".
  • Indoors, Environmentally Controlled — 84% responded "Every day".
  • Work With Work Group or Team — 61% responded "Extremely important".
  • Time Pressure — 58% responded "Every day".
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Work Activities
  • Interacting With Computers — 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 — 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 — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
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Detailed Work Activities
  • Evaluate employee performance.
  • Supervise employees.
  • 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.
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Knowledge

Sales and Marketing
  • 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
  • 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
  • Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
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Skills

Active Listening
  • 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.
Social Perceptiveness
  • Being aware of others' reactions and understanding why they react as they do.
Critical Thinking
  • Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Speaking
  • Talking to others to convey information effectively.
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Abilities

Oral Expression
  • The ability to communicate information and ideas in speaking so others will understand.
Oral Comprehension
  • The ability to listen to and understand information and ideas presented through spoken words and sentences.
Speech Clarity
  • The ability to speak clearly so others can understand you.
Written Comprehension
  • The ability to read and understand information and ideas presented in writing.
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Personality

People interested in this work like activities that include ideas, thinking, and figuring things out.
They do well at jobs that need:
  • Achievement/Effort
  • Persistence
  • Initiative
  • Leadership
  • Cooperation
  • Concern for Others
  • Social Orientation
  • Self Control
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Technology

You might use software like this on the job:

Business intelligence and data analysis software
  • Tableau Hot Technology
  • Actuate BIRT
  • Google DoubleClick
Sales and marketing software
  • Marketo Marketing Automation Hot Technology
  • HubSpot software Hot Technology
  • Google AdWords Hot Technology
  • Webtrends software
Web page creation and editing software
  • LinkedIn Hot Technology
  • Facebook Hot Technology
  • Adobe Systems Adobe Dreamweaver
  • Adobe Systems Adobe Experience Manager (AEM)
  • Social media software
  • WordPress
  • Adobe Systems Adobe Flash Player
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Education

Bachelor's Degree or
High School Diploma
usually needed

Get started on your career:

Job Outlook

New job opportunities are less likely in the future.
Salary
$133,460
$68,940
$208,000+