Summary Report for:
11-2011.00 - 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.
Sample of reported job titles: Account Executive, Advertising Manager (Ad Manager), Advertising Sales Manager (Ad Sales Manager), Classified Advertising Manager (Classified Ad Manager), Communications Director, Communications Manager, Creative Services Director, Marketing and Promotions Manager, Promotions Director, Promotions Manager
Tasks | Technology Skills | Tools Used | Knowledge | Skills | Abilities | Work Activities | Detailed Work Activities | Work Context | Job Zone | Education | Credentials | Interests | Work Styles | Work Values | Related Occupations | Wages & Employment | Job Openings | Additional Information
- 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.
- 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, graphic artists, and other workers 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.
- Analytical or scientific software — Business analysis software; Data visualization software; Google Analytics ; WebTrends Analytics (see all 5 examples)
- Business intelligence and data analysis software — Actuate BIRT; Google DoubleClick; Tableau
- Calendar and scheduling software — Scheduling software
- Cloud-based data access and sharing software — Microsoft SharePoint
- Customer relationship management CRM software — Constant Contact; MarketSharp; Oracle Eloqua; Salesforce software
- Data base management system software — Microsoft SQL Server
- Data base reporting software — AdRelevance
- Data base user interface and query software — Database software ; Microsoft Access ; PaloAlto Advertising Plan Pro; Structure query language SQL (see all 5 examples)
- Desktop publishing software — Adobe Systems Adobe InDesign ; Adobe Systems Adobe PageMaker; Microsoft Publisher; Quark
- Development environment software — Adobe Systems Adobe Creative Suite
- Document management software — Adobe Systems Adobe Acrobat ; Adobe Systems Adobe Reader; Data warehousing software
- Electronic mail software — Email software; IBM Lotus Notes; MailChimp; Microsoft Outlook
- Enterprise application integration software — Extensible markup language XML ; Hootsuite
- Enterprise resource planning ERP software — Brainworks; Microsoft Dynamics ; SAP
- Graphics or photo imaging software — Adobe Systems Adobe Illustrator ; 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 — Experience in Software Webplanner; Microsoft Project
- Sales and marketing software — Google AdWords ; HubSpot software ; Marketo Marketing Automation ; Webtrends software
- Spreadsheet software — Microsoft Excel
- Video creation and editing software — Adobe Systems Adobe After Effects ; Apple Final Cut Pro; Avid Media Composer; YouTube (see all 7 examples)
- Web page creation and editing software — Adobe Systems Adobe Dreamweaver; Adobe Systems Adobe Experience Manager (AEM); Facebook ; LinkedIn (see all 7 examples)
- Word processing software — Microsoft Word
Hot Technology — a technology requirement frequently included in employer job postings.
- Desktop computers
- Laser fax machine — Laser facsimile machines
- Notebook computers — Laptop computers
- Personal computers
- Personal digital assistant PDAs or organizers — Personal digital assistants PDA
- Photocopiers — Photocopying equipment
- Portable data input terminals — Handheld computers
- Scanners — Computer data input scanners
- Special purpose telephones — Multi-line telephone systems
- Tablet computers
- 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.
- Customer and Personal Service — 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 — 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 — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
- Administrative — Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
- Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
- Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.
- 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.
- Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
- Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
- Speaking — Talking to others to convey information effectively.
- Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
- Reading Comprehension — Understanding written sentences and paragraphs in work-related documents.
- Writing — Communicating effectively in writing as appropriate for the needs of the audience.
- Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Coordination — Adjusting actions in relation to others' actions.
- Time Management — Managing one's own time and the time of others.
- Persuasion — Persuading others to change their minds or behavior.
- Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
- Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
- Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
- Negotiation — Bringing others together and trying to reconcile differences.
- Service Orientation — Actively looking for ways to help people.
- Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
- Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
- Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
- Mathematics — Using mathematics to solve problems.
- 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.
- Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
- Speech Recognition — The ability to identify and understand the speech of another person.
- Written Expression — The ability to communicate information and ideas in writing so others will understand.
- Fluency of Ideas — 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 — The ability to see details at close range (within a few feet of the observer).
- Originality — 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.
- Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing that there is a problem.
- Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
- Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
- Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
- Visualization — The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
- Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.
- Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.
- Working 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 People Outside the 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.
- Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Judging the Qualities of Objects, Services, or People — Assessing the value, importance, or quality of things or people.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
- Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
- Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
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.
- Evaluate employee performance.
- Supervise employees.
- Direct organizational operations, projects, or services.
- Direct financial operations.
- Direct sales, marketing, or customer service activities.
- Develop marketing plans or strategies.
- Coordinate special events or programs.
- Implement organizational process or policy changes.
- Monitor performance of organizational members or partners.
- Negotiate sales or lease agreements for products or services.
- Prepare financial documents, reports, or budgets.
- Prepare operational budgets.
- Conduct employee training programs.
- Establish interpersonal business relationships to facilitate work activities.
- Analyze data to assess operational or project effectiveness.
- Promote products, services, or programs.
- Manage organizational or project budgets.
- Advise customers on technical or procedural issues.
- Represent the organization in external relations.
- Manage operations, research, or logistics projects.
- Maintain knowledge of current developments in area of expertise.
- Analyze market research data.
- Analyze forecasting data to improve business decisions.
- Attend training sessions or professional meetings to develop or maintain professional knowledge.
- Conduct market research.
- Develop marketing plans or strategies for environmental initiatives.
- Develop procedures to evaluate organizational activities.
- Evaluate program effectiveness.
- Maintain operational records for green energy processes or other environmentally-sustainable activities.
- Electronic Mail — 100% responded “Every day.”
- Face-to-Face Discussions — 87% responded “Every day.”
- Telephone — 80% responded “Every day.”
- Contact With Others — 71% responded “Constant contact with others.”
- Indoors, Environmentally Controlled — 83% responded “Every day.”
- Work With Work Group or Team — 60% responded “Extremely important.”
- Time Pressure — 57% responded “Every day.”
- Frequency of Decision Making — 53% responded “Every day.”
- Importance of Being Exact or Accurate — 57% responded “Extremely important.”
- Spend Time Sitting — 48% responded “Continually or almost continually.”
- Structured versus Unstructured Work — 64% responded “A lot of freedom.”
- Deal With External Customers — 57% responded “Extremely important.”
- Coordinate or Lead Others — 49% responded “Very important.”
- Freedom to Make Decisions — 41% responded “A lot of freedom.”
- Impact of Decisions on Co-workers or Company Results — 39% responded “Very important results.”
- Duration of Typical Work Week — 63% responded “More than 40 hours.”
- Letters and Memos — 39% responded “Once a week or more but not every day.”
- Responsibility for Outcomes and Results — 39% responded “Very high responsibility.”
- Level of Competition — 38% responded “Highly competitive.”
- Frequency of Conflict Situations — 36% responded “Once a month or more but not every week.”
|Title||Job Zone Four: Considerable Preparation Needed|
|Education||Most of these occupations require a four-year bachelor's degree, but some do not.|
|Related 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.|
|Job Training||Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.|
|Job Zone 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.|
|SVP Range||(7.0 to < 8.0)|
Interest code: EAC Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.
- Enterprising — 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 — 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 — 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.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
- Persistence — Job requires persistence in the face of obstacles.
- Self-Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Integrity — Job requires being honest and ethical.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
- Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
- Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
- Achievement — 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 — Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Wages & Employment Trends
|Median wages (2020)||$64.16 hourly, $133,460 annual|
|Employment (2020)||23,200 employees|
|Projected growth (2020-2030)||Faster than average (10% to 15%)|
|Projected job openings (2020-2030)||2,500|
|Top industries (2020)|
Source: Bureau of Labor Statistics 2020 wage data and 2020-2030 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2020-2030). "Projected job openings" represent openings due to growth and replacement.
Job Openings on the Web
Sources of Additional Information
Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.
- Ad Council
- Advertising and Marketing Independent Network
- American Advertising Federation
- American Association of Advertising Agencies
- Association of National Advertisers
- Inland Press Association
- International News Media Association
- National Apartment Association
- National Council for Marketing and Public Relations
- National Newspaper Association
- News Media Alliance
- Occupational Outlook Handbook: Advertising, promotions, and marketing managers
- Public Relations Society of America
- Sales and Marketing Executives International