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, 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.