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 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.
Sample of reported job titles: Account Executive, Advertising Director, Advertising Manager, Advertising Sales Manager, Classified Advertising Manager, Marketing and Promotions Manager, Marketing Director, Marketing Manager, Promotions Director, Retail Advertising Sales Manager
Also see: Green Marketers
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
- 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.
- Confer with clients to provide marketing or technical advice.
- Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
- Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
- Prepare budgets and submit estimates for program costs as part of campaign plan development.
- Prepare and negotiate advertising and sales contracts.
- Plan and execute advertising policies and strategies for organizations.
- Assist with annual budget development.
- Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
- Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
- Direct and coordinate product research and development.
- Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
- Represent company at trade association meetings to promote products.
- Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
- Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes.
- Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
- Train and direct workers engaged in developing and producing advertisements.
- Track program budgets and expenses and campaign response rates to evaluate each campaign based on program objectives and industry norms.
- Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
- Coordinate with the media to disseminate advertising.
- Contact organizations to explain services and facilities offered.
- Manage sales team including setting goals, providing incentives, and evaluating employee performance.
- Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support and action, to further campaign goals.
- Analytical or scientific software — Business analysis software; Relex Weibull
- Business intelligence and data analysis software — Actuate BIRT; Google DoubleClick
- Customer relationship management CRM software — Constant Contact; MarketSharp
- Data base reporting software — AdRelevance
- Data base user interface and query software — Database software; Microsoft Access ; Microsoft Dynamics Marketing; PaloAlto Advertising Plan Pro
- 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 ; Data warehousing software
- Electronic mail software — IBM Lotus Notes; Microsoft Outlook
- Enterprise resource planning ERP software — Brainworks
- Graphics or photo imaging software — Adobe Systems Adobe Illustrator ; Adobe Systems Adobe Photoshop
- Internet browser software — Web browser software
- Office suite software — Microsoft Office
- Presentation software — Microsoft PowerPoint
- Project management software — Experience in Software Webplanner
- Sales and marketing software — Google AdWords
- Spreadsheet software — Microsoft Excel
- Video creation and editing software — Adobe Systems Adobe AfterEffects ; Apple Final Cut Pro ; Apple iMovie; Avid Media Composer (see all 5 examples)
- Web page creation and editing software — Adobe Systems Adobe Dreamweaver ; Adobe Systems Adobe Flash Player
- Word processing software — Microsoft Word
Hot Technology — a technology requirement frequently included in employer job postings.
- 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.
- 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.
- 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.
- 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.
- Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
- Clerical — Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
- Production and Processing — Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.
- Telecommunications — Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.
- 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.
- Speaking — Talking to others to convey information effectively.
- Time Management — Managing one's own time and the time of others.
- Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
- 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.
- Negotiation — Bringing others together and trying to reconcile differences.
- 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.
- Persuasion — Persuading others to change their minds or behavior.
- Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
- 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.
- Mathematics — Using mathematics to solve problems.
- 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.
- 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.
- Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
- 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 there is a problem.
- Speech Recognition — The ability to identify and understand the speech of another person.
- Written Comprehension — The ability to read and understand information and ideas presented in writing.
- 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).
- 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.
- Near Vision — The ability to see details at close range (within a few feet of the observer).
- 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).
- Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.
- 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.
- Selective Attention — The ability to concentrate on a task over a period of time without being distracted.
- Visualization — The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
- 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.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
- 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.
- Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- 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.
- Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
Detailed Work Activities
- Examine marketing materials to ensure compliance with policies or regulations.
- Develop promotional materials.
- Compile operational data.
- Conduct opinion surveys or needs assessments.
- Advise others on business or operational matters.
- Direct organizational operations, projects, or services.
- Confer with organizational members to accomplish work activities.
- Coordinate special events or programs.
- Monitor performance of organizational members or partners.
- Direct financial operations.
- Direct sales, marketing, or customer service activities.
- Conduct employee training programs.
- Manage organizational or project budgets.
- Prepare operational budgets.
- Negotiate sales or lease agreements for products or services.
- Prepare financial documents, reports, or budgets.
- Develop marketing plans or strategies.
- Implement organizational process or policy changes.
- Analyze data to assess operational or project effectiveness.
- Advise customers on technical or procedural issues.
- Coordinate operational activities with external stakeholders.
- Promote products, services, or programs.
- Manage operations, research, or logistics projects.
- Establish interpersonal business relationships to facilitate work activities.
- Maintain knowledge of current developments in area of expertise.
- Represent the organization in external relations.
- Evaluate employee performance.
- Supervise employees.
- Electronic Mail — 100% responded “Every day.”
- Telephone — 100% responded “Every day.”
- Indoors, Environmentally Controlled — 94% responded “Every day.”
- Time Pressure — 71% responded “Every day.”
- Contact With Others
- Face-to-Face Discussions — 56% responded “Every day.”
- Structured versus Unstructured Work — 59% responded “A lot of freedom.”
- Spend Time Sitting — 57% responded “More than half the time.”
- Freedom to Make Decisions — 48% responded “A lot of freedom.”
- Impact of Decisions on Co-workers or Company Results — 49% responded “Important results.”
- Coordinate or Lead Others — 54% responded “Very important.”
- Frequency of Decision Making — 51% responded “Every day.”
- Duration of Typical Work Week — 52% responded “More than 40 hours.”
- Importance of Being Exact or Accurate — 51% responded “Extremely important.”
- Work With Work Group or Team — 46% responded “Extremely important.”
- Deal With External Customers — 44% responded “Extremely important.”
- Responsibility for Outcomes and Results — 68% responded “High responsibility.”
- Letters and Memos — 31% responded “Once a month or more but not every week.”
- Importance of Repeating Same Tasks — 46% responded “Very important.”
- Level of Competition — 45% responded “Moderately competitive.”
|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 accountants, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.|
|SVP Range||(7.0 to < 8.0)|
Percentage of Respondents
|Education Level Required|
|14||Some college, no degree|
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.
- 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.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Integrity — Job requires being honest and ethical.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high stress situations.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- Persistence — Job requires persistence in the face of obstacles.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- 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.
- Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
- Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful 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 (2017)||$51.03 hourly, $106,130 annual|
|Employment (2016)||31,000 employees|
|Projected growth (2016-2026)||Average (5% to 9%)|
|Projected job openings (2016-2026)||3,400|
|Top industries (2016)|
Source: Bureau of Labor Statistics 2017 wage data and 2016-2026 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2016-2026). "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
- 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