An advertising manager develops, implements, and manages a company's advertising strategy, both from a business, sales, and technical perspective. It is their job to Initiate and manage discussions and oversee sales with sponsors and agencies. They also spend substantial amounts of time negotiating agreements with outside sales representatives and are responsible for managing the development of sales materials, including media kits. They are also generally responsible for managing a group of advertising sales representatives. In addition to day-day activity, it is the role of an advertising manager to create interest among potential buyers of a product or service for a department, an entire organization, or on a project basis (for a particular advertising agency account).
Typical Advertising Manager Tasks
- Identifying advertising objectives
- Developing an advertising strategy
- Targeting markets that need to be reached to satisfy client demand
- Managing all advertising efforts
- Managing an entire advertising department, when necessary
- Developing advertising plans for both traditional and digital outlets
- Overseeing the implementation of all media outlet plans
- Meeting with clients to provide marketing and technical advice
- Input in hiring advertising, promotion, and marketing staff
- Overseeing the daily activity of advertising, promotion, and marketing staff
An advertising manager most often works out an office, but there are some positions that require traveling to meet with clients. this is often the case if you work for one of the large advertising agencies with national and international accounts. Advertising managers are also often required to attend client events. It's not uncommon for the advertising manager to serve as the liaison between a client and advertising or promotional company that creates, develops and places the advertisements.
The median annual salary for advertising manages is $92,407 as of August 2017, with a range between $80,887 to $111,124. However, this can vary widely depending on a variety of factors. Geography is a big factor when it comes to compensation, which often includes bonuses and profit sharing.
A Bachelors degree is required for most adverting 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, communications methods, and technology, visual arts, art history, and photography.
Common traits of Advertising Managers include interpersonal skills as well as analytical skills. Analytical skills are necessary because the advertising industry is constantly changing with the rise of digital media and the digital landscape in general. Managers must be able to analyze industry trends in order to determine the most promising strategies for their organization or clients. Other important qualities include good communication skills, creativity, good decision-making skills, and well-developed organizational skills in order to manage their time and budget efficiently while directing and motivating staff members. As you can see, the reason the job of advertising manager comes with a hefty salary is that the job comes with a lot of responsibility.
Career Paths for Advertising Managers
If you are considering the position of advertising manager as a stepping stone in your career, you may find yourself moving into the following positions as your career progresses:
- Marketing Manager
- Director of Marketing