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Advertising and Promotions Managers
SOC Code: 11-2011.00

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 Manager (Ad Manager), Advertising Sales Manager, Classified Advertising Manager, Communications Director, Communications Manager, Creative Services Director, Marketing and Promotions Manager, Promotions Director, Promotions Manager

Tasks

  • 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.
  • Assist with annual budget development.
  • 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.
  • Gather and organize information to plan advertising campaigns.
  • Create media notices about events.
  • 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.
  • Confer with clients to provide marketing or technical advice.
  • 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.
  • Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes.

Technology Skills

  • Analytical or scientific software - Business analysis software; Data visualization software; Google Analytics ; Relex Weibull
  • Business intelligence and data analysis software - Actuate BIRT; Google DoubleClick; Tableau
  • Customer relationship management CRM software - Constant Contact; MarketSharp; Salesforce software
  • Data base reporting software - AdRelevance
  • Data base user interface and query software - Microsoft Access ; Microsoft Dynamics Marketing; 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 ; 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
  • Operating system software - Microsoft Windows
  • Presentation software - Microsoft PowerPoint
  • Project management software - Experience in Software Webplanner
  • Sales and marketing software - Google AdWords ; Webtrends software
  • Spreadsheet software - Microsoft Excel
  • Video creation and editing software - Adobe Systems Adobe AfterEffects ; Apple Final Cut Pro ; Avid Media Composer; YouTube (see all 6 examples)
  • Web page creation and editing software - Adobe Systems Adobe Dreamweaver ; Adobe Systems Adobe Flash Player; Facebook ; LinkedIn
  • Web platform development software - JavaScript
  • Word processing software - Microsoft Word

Tools Used

  • Desktop computers
  • Notebook computers
  • Personal computers
  • Personal digital assistant PDAs or organizers - Personal digital assistants PDA
  • Scanners
  • Tablet computers

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.
  • 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.
  • 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.
  • 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.

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.
  • 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.

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.
  • 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 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.

Interests

  • Interest code: EAC
    • 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.

Work Context

  • 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.”

Education

Percentage of RespondentsEducation Level Required
60%Bachelor's degree
10%High school diploma or equivalent
8%Some college, no degree

Work Styles

  • 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.

Work Values

  • 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 & 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

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