What is an Advertising Manager?

Advertising managers plan and direct the promotional and advertising campaigns of companies in order to generate interest in a product or service. They work with art directors, sales agents, and financial staff members in order to develop and execute these campaigns, and will often act as liaisons between agencies and clients.

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What does an Advertising Manager do?

Advertising managers typically do the following:

  • Work with department heads or staff to discuss topics such as contracts, selection of advertising media, or products to be advertised
  • Gather and organize information to plan advertising campaigns
  • Plan the advertising, including which media to advertise in, such as radio, television, print, online, and billboards
  • Negotiate advertising contracts
  • Inspect layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings
  • Develop pricing strategies for products to be marketed, balancing the goals of a firm with customer satisfaction
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service for a department, for an entire organization, or on a project basis (account). They work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

They work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the advertising campaign.

Often, they serve as liaisons between the client requiring the advertising and an advertising or promotion agency that develops and places the ads. In larger organizations with an extensive advertising department, different advertising managers may oversee in-house accounts and creative and media services departments.

What does it take to be an Advertising Manager?

Advertising managers typically work in offices close to those of top executives. The jobs of advertising are usually stressful, particularly near deadlines. They may travel to meet with clients or representatives of communications media.

What is the workplace of an Advertising Manager like?

A bachelor’s degree is required for most advertising manager positions. Some employers prefer a bachelor's degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behaviour, market research, sales, communication methods and technology, visual arts, art history, and photography. In addition, courses in business law, management, economics, accounting, finance, mathematics, and statistics are advantageous. Also, completing an internship while in school is highly recommended.

Advertising managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives, purchasing agents, buyers, or product, advertising, promotions, or public relations specialists.

How much does an Advertising Manager earn?

The median annual wage of advertising managers was $83,890 in May 2010. (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% earned less than $41,480, and the top 10% earned more than $166,400.

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