Advertising, promotions, and marketing managers plan programs to generate interest in products or services.
What they do
Advertising, promotions, and marketing managers typically do the following:
- Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
- Plan promotional campaigns such as contests, coupons, or giveaways
- Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
- Negotiate advertising contracts
- Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
- Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
- Develop pricing strategies for products or services marketed to the target customers
- Meet with clients to provide marketing or related advice
- Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities
Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, people in these occupations typically work closely with top executives.
The jobs of advertising, promotions, and marketing managers can often be stressful, particularly near deadlines. Additionally, they may travel to meet with clients or media representatives.
How to become an Advertising, Promotions or Marketing Manager
A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.
A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.
Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for the success of digital advertisements and promotions. In addition, completing an internship while in school can be useful.
Advertising, promotions, and marketing managers typically have work experience in advertising, marketing, promotions, or sales.
The median annual wage for advertising and promotions managers was $125,510 in May 2019. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $61,930, and the highest 10 percent earned more than $208,000.
Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2019 to 2029, faster than the average for all occupations. Employment growth will vary by occupation.
Employment of marketing managers is projected to grow 7 percent from 2019 to 2029, faster than the average for all occupations. Marketing managers will continue to be in demand as organizations use marketing campaigns to maintain and expand their market share. These managers will be sought after for their advice on crafting pricing strategies and finding new ways to reach customers.
Similar Job Titles
Account Executive, Advertising Manager (Ad Manager), Advertising Sales Manager, Classified Advertising Manager, Communications Director, Communications Manager, Creative Services Director, Marketing and Promotions Manager, Promotions Director, Promotions Manager, Account Supervisor, Brand Manager, Business Development Director, Business Development Manager, Commercial Lines Manager, Market Development Executive, Marketing Coordinator, Marketing Director, Marketing Manager, Product Manager
Advertising and Promotion Manager, Sales Manager, Public Relations and Fundraising Manager, Management Analyst, Market Research Analyst and Marketing Specialist, Marketing Manager, Art Director, Producer, Public Relations Specialist
The trade associations listed below represent organizations made up of people (members) who work and promote advancement in the field. Members are very interested in telling others about their work and about careers in those areas. As well, trade associations provide opportunities for organizational networking and learning more about the field’s trends and directions.
- American Advertising Federation - This organization seeks to help you advance your career, build your connections and celebrate this ever-changing, amazing industry we work in.
- Association of National Advertisers - The aim of this association is to help members become more effective marketers, build stronger brands, and develop a more productive industry through bold leadership and innovative programs. Check out ANA’s School of Marketing.
- Inland Press Association - A mission to support and sustain newspapers that help grow local business, inform and engage their audiences is embraced by this organization’s members and leaders.
- National Apartment Association - Membership provides you with a comprehensive range of strategic, educational, operational, networking and advocacy resources available to apartment industry professionals. Students and professionals seeking to expand their career will find helpful resources
- National Council for Marketing and Public Relations - With a focus on learning, networking and advocacy, NCMPR helps members become better at their jobs and supports two-year colleges in their mission to promote student success.
- News Media Alliance - All news media content creators are represented by the nearly 2,000 diverse news organization members in the United States.
- American Marketing Association - Members of the American Marketing Association are dedicated professionals who work, teach and study in the field and have a passion for advancing our industry.
- Business Marketing Association - Becoming a member of a Home Chapter offers access to critical thinking, insights into communication, and managerial skills by allowing you to engage face-to-face with the nation’s top B-to-B marketing thinkers and practitioners.
- Hospitality Sales and Marketing Association International - With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales, marketing, and revenue management disciplines, as well as connecting its members with customers. Students, check out HSMAI University.
- Sales and Marketing Executives International - This association’s mission is to inspire sales and marketing professionals to attain their highest level of competence by setting a global standard of professional credibility enhanced by relevant knowledge sharing and mutually rewarding peer connections. A catalog of courses for career building is provided.
Magazines and Publications
To be successful, businesses must sell their products and services. That’s why advertising and promotions managers are so important— it’s their job to come up with ways to boost sales. Advertising managers develop a strategy, called an advertising campaign, to reach potential customers. They often work with a media planning team to determine how to best reach that audience— whether to advertise on TV and radio… in newspapers and magazines…on the web, or even on the sides of city buses. The manager engages a creative team to develop the ad’s artwork and language. They also may advise clients on technical aspects of ad campaigns. Promotions managers share the same goals, but focus on combining advertising with purchase incentives in order to increase sales. Promotions may take the form of discount coupons… giveaways, rebates … or contests. In addition to creativity, strong leadership ability, and excellent communication skills are important qualities for these managers. Advertising and promotions managers work for ad agencies, and in the advertising department of a business in almost any industry, from manufacturing to scientific innovation, finance to insurance. Employers look for a bachelor’s degree in marketing, advertising, or journalism. The hours can be long, and dealing with deadlines can be stressful. But many managers say they never tire of the thrill of seeing their ideas come to life.
Content retrieved from: US Bureau of Labor Statistic www.bls.gov/ooh,
CareerOneStop www.careeronestop.org, O*Net Online www.onetonline.org