Is there a High Demand for Advertising Managers?


Advertising managers create interest among potential buyers of a product or service.

They do this for a department, for an entire organization, or on a project basis (referred to as an account).

Advertising managers 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.

But is there a high demand for advertising managers? According to the U.S. Bureau of Labor Statistics, the number of jobs for advertising, promotions and marketing managers is projected to grow by 8% or 20,736 jobs by 2028. This is faster than most other jobs. Advertising and promotions managers have a job growth rate of 3% or 900 jobs during that same time.

Other Job Titles

  • Account Executive
  • Advertising Manager (Ad Manager)
  • Advertising Sales Manager
  • Classified Advertising Manager
  • Communications Director
  • Communications Manager
  • Creative Services Director
  • Marketing and Promotions Manager
  • Promotions Director, Promotions Manager

Is Being an Advertising Manager a Good Career?

According to the  O*NET career and personality test, this profession appeals to people who have enterprising, artistic and conventional interests. The job is also a good fit for the ESTP or Entrepreneur personality type at 16Personalities.com.

Enterprising occupations involve starting and carrying out projects. These jobs mean leading people and making decisions.

Artistic occupations work with forms, designs and patterns. These types of jobs often require self-expression and have no clear set of rules.

Conventional jobs mean following set procedures and routines. The occupations can include working with data and details more than with ideas. There is a clear line of authority.

Entrepreneur personality types or ESTPs are quick decision-makers. They are nimble thinkers and make friends wherever they go. They are natural networkers and popular — perfect for the work of advertising and promotions managers.

Top 5 Work Styles You Need to Have to Succeed

  • Initiative —Being an advertising manager requires a willingness to take on responsibilities and challenges.
  • Cooperation — You must be pleasant with others on the job and display a good-natured, cooperative attitude.
  • Dependability — Successful ad managers are reliable, responsible, and dependable, and fulfilling obligations.
  • Attention to Detail — You should be good with detail and thorough in completing work tasks.
  • Adaptability/Flexibility — Being an advertising and promotions manager requires being open to change (positive or negative) and to considerable variety in the workplace.

Work Values Fulfilled by Being an Advertising and Promotions Manager

  • Working Conditions — This occupation offers job security and good working conditions.
  • Achievement — This is a results-oriented job that and allows employees to use their strongest abilities, giving them a feeling of accomplishment.
  • Independence —You have the freedom to work on your own and make decisions.

What Does an Advertising Manager Do?

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

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers
  • Meet with clients to provide marketing or related advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

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.

In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, 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.

They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs.

Also called account executives, they manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising.

That task becomes the work of the creative services department.

Promotions Managers Job Duties

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales.

Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers.

Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing Manager Job Duties

Marketing managers estimate the demand for products and services that an organization and its competitors offer.

They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied.

They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service.

Then he or she may assist in the development of that product or service and to create a marketing plan for it.

Where Do Advertising Managers Work?

Advertising and promotions managers held about 27,600 jobs in 2018. The largest employers of advertising and promotions managers were:

Advertising, public relations, and related services40%
Information11
Management of companies and enterprises8
Self-employed workers6
Wholesale trade6

Marketing managers held about 259,200 jobs in 2018. The largest employers of marketing managers were:

Professional, scientific, and technical services23%
Management of companies and enterprises14
Finance and insurance10
Manufacturing10
Wholesale trade8

Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, people in these occupations typically work closely with top executives.

The jobs of advertising, promotions, and marketing managers can often be stressful, particularly near deadlines.

Additionally, they may travel to meet with clients or media representatives.

Work Schedules

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

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions.

For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism.

A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree.

Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous.

For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for the success of digital advertisements and promotions.

In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotions, and marketing managers typically have work experience in advertising, marketing, promotions, or sales.

For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Do Advertising Managers Make Good Money?

The median annual wage for advertising and promotions managers was $117,130 in May 2018.

The lowest 10 percent earned less than $57,150, and the highest 10 percent earned more than $208,000.

The median annual wage for marketing managers was $134,290 in May 2018.

The lowest 10 percent earned less than $69,840, and the highest 10 percent earned more than $208,000.

In May 2018, the median annual wages for advertising and promotions managers in the top industries in which they worked were as follows:

Advertising, public relations, and related services$134,780
Management of companies and enterprises113,210
Information103,960
Wholesale trade92,800

In May 2018, the median annual wages for marketing managers in the top industries in which they worked were as follows:

Professional, scientific, and technical services$143,100
Management of companies and enterprises142,580
Finance and insurance141,410
Manufacturing137,610
Wholesale trade126,000

Job Outlook is Bright

Advertising, promotional, and marketing campaigns are expected to continue to be essential as organizations seek to maintain and expand their market share.

Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products into the marketplace.

However, the newspaper publishing industry, which employs many of these workers, is projected to decline over the next 10 years.

The continued rise of electronic media will result in decreasing demand for print newspapers.

Despite this decline, advertising and promotions managers are expected to see employment growth in other industries in which they will be needed to manage digital media campaigns.

Through the Internet, advertising campaigns can reach a target audience across many platforms. This greater reach can increase the scale of the campaigns that advertising and promotions managers oversee.

With better advertising management software, advertising and promotions managers can control these campaigns more easily.

Job Prospects

Advertising, promotions, and marketing manager positions are highly desirable and are often sought by other managers and experienced professionals.

With Internet-based advertising becoming more important, advertising managers who can navigate the digital world should have the best prospects.

More Resources

For more information about advertising managers, visit:

American Association of Advertising Agencies

Source: The U.S. Bureau of Labor Statistics

O*NET in-it

Tracey Lamphere

Tracey Lamphere, M.S. IMC is the editor of Job Affirmations, a publication that provides information and ideas to use mindfulness, positive affirmations, and visualizations to transform your career.

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