Advertising and Promotions Managers

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.

Education: Bachelor's degree Details

Education Details

60%

Bachelor's Degree

10%

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

Associate's Degree (or other 2-year degree)

Some College Courses

Less than a High School Diploma

Master's Degree

Post-Baccalaureate Certificate - awarded for completion of an organized program of study; designed for people who have completed a Baccalaureate degree but do not meet the requirements of academic degrees carrying the title of Master.

Salary

High: $172,920.00

Average: $147,050.00

Hourly

Average: $70.70

Summary of What they do:

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.

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.

What Advertising, Promotions, and Marketing Managers Do

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

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.

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

KEY:

Strength

Caution

Warning

Your Assessment Results		CAREER CHARACTERISTICS Importance


? ? ? ? Begin Career Assessment	89%	Initiative - Job requires a willingness to take on responsibilities and challenges.
? ? ? ? Begin Career Assessment	88%	Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
? ? ? ? Begin Career Assessment	88%	Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
? ? ? ? Begin Career Assessment	87%	Attention to Detail - Job requires being careful about detail and thorough in completing work tasks.
? ? ? ? Begin Career Assessment	86%	Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
? ? ? ? Begin Career Assessment	84%	Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
? ? ? ? Begin Career Assessment	83%	Persistence - Job requires persistence in the face of obstacles.
? ? ? ? Begin Career Assessment	80%	Self-Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
? ? ? ? Begin Career Assessment	79%	Integrity - Job requires being honest and ethical.
? ? ? ? Begin Career Assessment	78%	Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	76%	Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
? ? ? ? Begin Career Assessment	75%	Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
? ? ? ? Begin Career Assessment	72%	Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.
? ? ? ? Begin Career Assessment	70%	Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
? ? ? ? Begin Career Assessment	68%	Social Orientation - Job requires preferring to work with others rather than alone, and being personally connected with others on the job.

Your Assessment Results		IMPORTANT STRENGTHS Importance


? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.

Your Assessment Results		WORK VALUES Importance


? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.

APTITUDES

KEY:

Strength

Caution

Warning

Your Assessment Results		ABILITIES \| SKILLS Importance


? ? ? ? Begin Career Assessment	81%	Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
? ? ? ? Begin Career Assessment	75%	Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
? ? ? ? Begin Career Assessment	75%	Written Comprehension - The ability to read and understand information and ideas presented in writing.
? ? ? ? Begin Career Assessment	75%	Speech Clarity - The ability to speak clearly so others can understand you.
? ? ? ? Begin Career Assessment	72%	Written Expression - The ability to communicate information and ideas in writing so others will understand.
? ? ? ? Begin Career Assessment	72%	Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
? ? ? ? Begin Career Assessment	72%	Speech Recognition - The ability to identify and understand the speech of another person.
? ? ? ? Begin Career Assessment	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).
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	69%	Near Vision - The ability to see details at close range (within a few feet of the observer).
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	63%	Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
? ? ? ? Begin Career Assessment	61%	Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
? ? ? ? Begin Career Assessment	60%	Category Flexibility - The ability to generate or use different sets of rules for combining or grouping things in different ways.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	59%	Speaking - Talking to others to convey information effectively.
? ? ? ? Begin Career Assessment	59%	Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
? ? ? ? Begin Career Assessment	59%	Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
? ? ? ? Begin Career Assessment	59%	Coordination - Adjusting actions in relation to others' actions.
? ? ? ? Begin Career Assessment	57%	Reading Comprehension - Understanding written sentences and paragraphs in work-related documents.
? ? ? ? Begin Career Assessment	57%	Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
? ? ? ? Begin Career Assessment	57%	Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
? ? ? ? Begin Career Assessment	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).
? ? ? ? Begin Career Assessment	56%	Visualization - The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
? ? ? ? Begin Career Assessment	55%	Writing - Communicating effectively in writing as appropriate for the needs of the audience.
? ? ? ? Begin Career Assessment	55%	Persuasion - Persuading others to change their minds or behavior.
? ? ? ? Begin Career Assessment	55%	Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
? ? ? ? Begin Career Assessment	55%	Time Management - Managing one's own time and the time of others.
? ? ? ? Begin Career Assessment	55%	Management of Personnel Resources - Motivating, developing, and directing people as they work, identifying the best people for the job.
? ? ? ? Begin Career Assessment	54%	Negotiation - Bringing others together and trying to reconcile differences.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	52%	Management of Financial Resources - Determining how money will be spent to get the work done, and accounting for these expenditures.

Your Assessment Results		TASKS \| ACTIVITIES Importance


? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	83%	Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	79%	Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
? ? ? ? Begin Career Assessment	76%	Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
? ? ? ? Begin Career Assessment	75%	Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
? ? ? ? Begin Career Assessment	71%	Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
? ? ? ? Begin Career Assessment	70%	Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
? ? ? ? Begin Career Assessment	66%	Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
? ? ? ? Begin Career Assessment	65%	Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
? ? ? ? Begin Career Assessment	63%	Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
? ? ? ? Begin Career Assessment	61%	Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
? ? ? ? Begin Career Assessment	59%	Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.
? ? ? ? Begin Career Assessment	59%	Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
? ? ? ? Begin Career Assessment	58%	Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
? ? ? ? Begin Career Assessment	57%	Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
? ? ? ? Begin Career Assessment	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.
? ? ? ? Begin Career Assessment	53%	Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
? ? ? ? Begin Career Assessment	52%	Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.

Your Assessment Results		CONTEXT \| ATTRIBUTES Importance


? ? ? ? Begin Career Assessment	100%	Electronic Mail - How often do you use electronic mail in this job?
? ? ? ? Begin Career Assessment	97%	Face-to-Face Discussions - How often do you have to have face-to-face discussions with individuals or teams in this job?
? ? ? ? Begin Career Assessment	95%	Telephone - How often do you have telephone conversations in this job?
? ? ? ? Begin Career Assessment	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?
? ? ? ? Begin Career Assessment	91%	Indoors, Environmentally Controlled - How often does this job require working indoors in environmentally controlled conditions?
? ? ? ? Begin Career Assessment	87%	Work With Work Group or Team - How important is it to work with others in a group or team in this job?
? ? ? ? Begin Career Assessment	85%	Time Pressure - How often does this job require the worker to meet strict deadlines?
? ? ? ? Begin Career Assessment	83%	Spend Time Sitting - How much does this job require sitting?
? ? ? ? Begin Career Assessment	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?
? ? ? ? Begin Career Assessment	83%	Importance of Being Exact or Accurate - How important is being very exact or highly accurate in performing this job?
? ? ? ? Begin Career Assessment	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?
? ? ? ? Begin Career Assessment	80%	Deal With External Customers - How important is it to work with external customers or the public in this job?
? ? ? ? Begin Career Assessment	78%	Coordinate or Lead Others - How important is it to coordinate or lead others in accomplishing work activities in this job?
? ? ? ? Begin Career Assessment	76%	Freedom to Make Decisions - How much decision making freedom, without supervision, does the job offer?
? ? ? ? Begin Career Assessment	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?
? ? ? ? Begin Career Assessment	70%	Responsibility for Outcomes and Results - How responsible is the worker for work outcomes and results of other workers?
? ? ? ? Begin Career Assessment	70%	Letters and Memos - How often does the job require written letters and memos?
? ? ? ? Begin Career Assessment	59%	Level of Competition - To what extent does this job require the worker to compete or to be aware of competitive pressures?
? ? ? ? Begin Career Assessment	54%	Frequency of Conflict Situations - How often are there conflict situations the employee has to face in this job?
? ? ? ? Begin Career Assessment	74%	Duration of Typical Work Week - Number of hours typically worked in one week.

Work Environment

Advertising, promotions, and marketing managers may travel to meet with clients or representatives of communications media.

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

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.

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