Advertising and promotions managers coordinate and supervise teams of promotion specialists in the creation of promotion programs that include advertising with purchase incentives. Their overall goal is to increase sales. They use a combination of direct mail, telemarketing, television or radio advertising, catalogs, exhibits, newspaper inserts, Web sites, instore displays, or special events in order to establish and maintain close relationships with dealers, distributors, and consumers.
Advertising and promotions managers must be able to communicate, both in writing and orally, in a persuasive manner. They must be able to sell their ideas to other managers and executives, as well as convince the public to buy the company’s products or services. They also need to be mature, creative, highly motivated, resistant to stress, flexible, and decisive. In addition, they need to be able to use tact and good judgment.
In 2002, advertising and promotions managers earned a median annual salary of $57,130. In the advertising and related services industry, the median annual salary was $72,630.
Training and Education
Most employers prefer candidates with experience in a related occupation, as well as a bachelor’s degree in advertising or journalism, with study in marketing, consumer behavior, market research, sales, communication methods and technology, and visual arts. Some employers require a candidate to have a bachelor’s or master’s degree in business administration with an emphasis on marketing. Other resume enhancers include courses in management, school internships, familiarity with word processing and database applications, and fluency in a foreign language.
Out of the nearly 700,000 related jobs in 2002, about 85,000 people were employed as advertising and promotions managers. While these managers were found in almost every industry, one third of advertising and promotions managers worked in professional, scientific, and technical services, and information industries.
Between 2002 and 2012, the number of advertising and promotions managers is expected to increase faster than the average. This is due to intense domestic and global competition in products and services offered to consumers. However, employment growth will vary greatly by industry. In scientific, professional, and related services, employment growth will grow much faster than average; while growth in manufacturing will stay the same. Because of the desirability of these types of positions and the opportunity for advancement, competition for most jobs in this sector is expected to be fierce.
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