Advertising and Promotions Managers

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

On the job, you would:

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, video, and other promotional material for adherence to specifications.
Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to evaluate industry trends and determine the best strategies for their clients.

Communication skills. These workers must be able to collaborate with other managers and staff. They also must be persuasive in communicating with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decision-making skills. These workers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. Managers must deal with a range of people and personalities in different roles, both inside and outside their organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff.

Personality

A3	Your Strengths	Importance	Characteristics of this Career
		89%	Initiative - Job requires a willingness to take on responsibilities and challenges.
		88%	Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
		88%	Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
		87%	Attention to Detail - Job requires being careful about detail and thorough in completing work tasks.
		86%	Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
		84%	Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
		83%	Persistence - Job requires persistence in the face of obstacles.
		80%	Self-Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
		79%	Integrity - Job requires being honest and ethical.
		77%	Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
		76%	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.
		76%	Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
		75%	Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
		72%	Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.
		70%	Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
		68%	Social Orientation - Job requires preferring to work with others rather than alone, and being personally connected with others on the job.

A3	Your Strengths	Importance	Strengths
		100%	Enterprising - Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
		72%	Artistic - Work involves creating original visual artwork, performances, written works, food, or music for a variety of media, or applying artistic principles to the design of various objects and materials. Artistic occupations are often associated with visual arts, applied arts and design, performing arts, music, creative writing, media, or culinary art.
		61%	Conventional - Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.

A3	Your Strengths	Importance	Values of the Work Environment
		72%	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.
		72%	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.
		72%	Recognition - Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
		72%	Independence - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
		67%	Relationships - Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.

Aptitude

A3	Your Strengths	Importance	Abilities \| Cognitive, Physical, Personality
		81%	Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
		75%	Written Comprehension - The ability to read and understand information and ideas presented in writing.
		75%	Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
		75%	Speech Clarity - The ability to speak clearly so others can understand you.
		72%	Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
		72%	Speech Recognition - The ability to identify and understand the speech of another person.
		72%	Written Expression - The ability to communicate information and ideas in writing so others will understand.
		69%	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).
		69%	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.
		69%	Near Vision - The ability to see details at close range (within a few feet of the observer).
		66%	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 that there is a problem.
		63%	Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
		60%	Category Flexibility - The ability to generate or use different sets of rules for combining or grouping things in different ways.
		56%	Visualization - The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
		56%	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).
		53%	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.

A3	Your Strengths	Importance	Skills \| Cognitive, Physical, Personality
		61%	Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
		59%	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.
		59%	Coordination - Adjusting actions in relation to others' actions.
		59%	Speaking - Talking to others to convey information effectively.
		59%	Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
		59%	Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
		57%	Reading Comprehension - Understanding written sentences and paragraphs in work-related documents.
		57%	Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
		57%	Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
		55%	Persuasion - Persuading others to change their minds or behavior.
		55%	Management of Personnel Resources - Motivating, developing, and directing people as they work, identifying the best people for the job.
		55%	Time Management - Managing one's own time and the time of others.
		55%	Writing - Communicating effectively in writing as appropriate for the needs of the audience.
		55%	Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
		54%	Negotiation - Bringing others together and trying to reconcile differences.
		54%	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.
		52%	Management of Financial Resources - Determining how money will be spent to get the work done, and accounting for these expenditures.

Job Details

Responsibilities

Evaluate employee performance.

Supervise employees.

Analyze forecasting data to improve business decisions.

Analyze market research data.

Attend training sessions or professional meetings to develop or maintain professional knowledge.

Conduct market research.

Analyze market research data.

Confer with organizational members to accomplish work activities.

Develop promotional materials.

Develop marketing plans or strategies for environmental initiatives.

Evaluate program effectiveness.

Develop procedures to evaluate organizational activities.

Maintain operational records for green energy processes or other environmentally-sustainable activities.

Prepare operational budgets.

Develop promotional materials.

Examine marketing materials to ensure compliance with policies or regulations.

Direct financial operations.

Direct sales, marketing, or customer service activities.

Direct organizational operations, projects, or services.

Prepare financial documents, reports, or budgets.

Negotiate sales or lease agreements for products or services.

Establish interpersonal business relationships to facilitate work activities.

Confer with organizational members to accomplish work activities.

Analyze data to assess operational or project effectiveness.

Maintain knowledge of current developments in area of expertise.

Develop marketing plans or strategies.

Advise customers on technical or procedural issues.

Monitor performance of organizational members or partners.

Coordinate special events or programs.

Implement organizational process or policy changes.

Develop marketing plans or strategies.

Manage organizational or project budgets.

Establish interpersonal business relationships to facilitate work activities.

Conduct employee training programs.

Coordinate operational activities with external stakeholders.

Promote products, services, or programs.

Manage operations, research, or logistics projects.

Direct organizational operations, projects, or services.

Represent the organization in external relations.

A3	Your Strengths	Importance	Attributes & Percentage of Time Spent
		100%	Electronic Mail - How often do you use electronic mail in this job?
		97%	Face-to-Face Discussions - How often do you have to have face-to-face discussions with individuals or teams in this job?
		95%	Telephone - How often do you have telephone conversations in this job?
		92%	Contact With Others - How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
		91%	Indoors, Environmentally Controlled - How often does this job require working indoors in environmentally controlled conditions?
		87%	Work With Work Group or Team - How important is it to work with others in a group or team in this job?
		85%	Time Pressure - How often does this job require the worker to meet strict deadlines?
		83%	Spend Time Sitting - How much does this job require sitting?
		83%	Frequency of Decision Making - How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?
		83%	Importance of Being Exact or Accurate - How important is being very exact or highly accurate in performing this job?
		81%	Structured versus Unstructured Work - To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?
		80%	Deal With External Customers - How important is it to work with external customers or the public in this job?
		78%	Coordinate or Lead Others - How important is it to coordinate or lead others in accomplishing work activities in this job?
		76%	Freedom to Make Decisions - How much decision making freedom, without supervision, does the job offer?
		76%	Impact of Decisions on Co-workers or Company Results - What results do your decisions usually have on other people or the image or reputation or financial resources of your employer?
		70%	Responsibility for Outcomes and Results - How responsible is the worker for work outcomes and results of other workers?
		70%	Letters and Memos - How often does the job require written letters and memos?
		59%	Level of Competition - To what extent does this job require the worker to compete or to be aware of competitive pressures?
		54%	Frequency of Conflict Situations - How often are there conflict situations the employee has to face in this job?
		74%	Duration of Typical Work Week - Number of hours typically worked in one week.

A3	Your Strengths	Importance	Tasks & Values
		90%	Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
		84%	Communicating with People Outside the Organization - Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
		83%	Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
		81%	Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
		79%	Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
		76%	Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
		75%	Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
		71%	Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
		70%	Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
		66%	Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
		65%	Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
		63%	Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
		61%	Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
		59%	Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.
		59%	Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
		58%	Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
		56%	Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
		55%	Performing for or Working Directly with the Public - Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
		53%	Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
		52%	Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.

What Advertising, Promotions, and Marketing Managers Do

Advertising managers work with sales staff to generate ideas for an ad campaign.

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials.

Duties

Advertising, promotions, and marketing managers typically do the following:

Work with department heads or staff to discuss topics such as budgets and contracts, creative vision, marketing plans, and media buying
Plan promotional campaigns, such as contests or giveaways, to boost brand loyalty and reach new customers
Plan advertising campaigns, including in which media—such as radio, television, or email—to advertise
Negotiate advertising contracts with clients and partners
Evaluate the look and feel of displays or websites in advertising or marketing campaigns
Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
Develop pricing and other strategies, such as how to acquire and retain customers and manage their data, for marketing products or services
Meet and strategize with clients to provide marketing or related advice
Direct the hiring and daily activities of advertising, promotions, and marketing staff

Advertising managers create interest among potential buyers of a product or service. They do this for a department, an entire organization, or individual projects (referred to as an account).

Advertising managers 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 campaign. Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads.

Some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers, whether through radio, television, or various other media. Account executives have a different focus: they oversee client accounts but do not develop or supervise advertising projects themselves.

Promotions managers direct programs that combine advertising with purchasing incentives and target them to customers in media, in displays, or at events to increase sales. Purchasing incentives may include discounts, rebates, contests, and other programs to strengthen brand loyalty. Promotions managers also contribute to developing brand loyalty programs.

Marketing managers estimate demand and identify potential markets for products and services that an organization and its competitors offer. They may develop pricing and other strategies, such as ways to acquire and retain customers. They work with product development, public relations, and sales staff to help organizations maximize their profits and market share while ensuring customer satisfaction.

Work Environment

Advertising and promotions managers held about 30,900 jobs in 2022. The largest employers of advertising and promotions managers were as follows:

Advertising, public relations, and related services	29%
Self-employed workers	27
Information	14
Management of companies and enterprises	7
Wholesale trade	2

Marketing managers held about 358,200 jobs in 2022. The largest employers of marketing managers were as follows:

Professional, scientific, and technical services	25%
Management of companies and enterprises	12
Finance and insurance	10
Wholesale trade	9
Manufacturing	7

Advertising, promotions, and marketing managers work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials. Because their work affects a firm’s revenue, these managers also collaborate with top executives.

Advertising, promotions, and marketing managers typically work in an office setting. They may travel to meet with clients or media representatives. Their work may be stressful, particularly near deadlines.

Work Schedules

Most advertising, promotions, and marketing managers work full time. Some work more than 40 hours per week.

Getting Started

Education:

60%

Bachelor's Degree

10%

High School Diploma - or the equivalent (for example, GED)

How to Become an Advertising, Promotions, or Marketing Manager

These managers typically have previous work experience in advertising, marketing, promotions, or sales.

Advertising, promotions, and marketing managers typically need a bachelor’s degree. They also typically need work experience in a related occupation.

Education

Advertising, promotions, and marketing managers typically need a bachelor’s degree in a business field, such as marketing, or in a related field, such as communications. Relevant courses might include consumer behavior, market research, and art history.

Some employers prefer to hire candidates who have a master’s degree.

Advertising and marketing managers may begin as trainees or participate in mentoring or shadowing opportunities. In addition, completing an internship while in school may make candidates more attractive to prospective employers.

Work Experience in a Related Occupation

These managers typically need work experience in a related advertising, marketing, promotions, or sales occupation. For example, they may have worked as sales representatives, market research analysts, or public relations specialists.

Job Outlook

Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2022 to 2032, faster than the average for all occupations.

About 34,000 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Employment

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.

The continued rise of electronic media will result in decreasing demand for print advertisements. However, the demand for advertising and promotions managers is expected to be concentrated in industries that rely on these workers to create digital media campaigns that target customers through the use of websites, social media, or live chats.

Contacts for More Information

For more information about advertising managers, visit:

American Association of Advertising Agencies (4 A's)

For more information about marketing managers and certification, visit:

American Marketing Association (AMA)

Similar Occupations

This table shows a list of occupations with job duties that are similar to those of advertising, promotions, and marketing managers.

Occupation	Job Duties	Entry-Level Education	Median Annual Pay, May 2022
Advertising Sales Agents	Advertising sales agents sell advertising space to businesses and individuals.	High school diploma or equivalent	$58,450
Art Directors	Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions.	Bachelor's degree	$105,180
Editors	Editors plan, review, and revise content for publication.	Bachelor's degree	$73,080
Graphic Designers	Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.	Bachelor's degree	$57,990
Market Research Analysts	Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.	Bachelor's degree	$68,230
Sales Managers	Sales managers direct organizations' sales teams.	Bachelor's degree	$130,600
Financial Managers	Financial managers create financial reports, direct investment activities, and develop plans for the long-term financial goals of their organization.	Bachelor's degree	$139,790
Project Management Specialists	Project management specialists coordinate the budget, schedule, staffing, and other details of a project.	Bachelor's degree	$95,370
Public Relations and Fundraising Managers	Public relations managers direct the creation of materials that will enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.	Bachelor's degree	$125,620
Public Relations Specialists	Public relations specialists create and maintain a positive public image for the clients they represent.	Bachelor's degree	$67,440

Advertising and Promotions Managers

Advertising, Promotions, or Marketing Manager

What they do: