What Advertising, Promotions, and Marketing Managers Do
Advertising, promotions, and marketing managers plan programs to generate interest in products or services.
Many of these workers are employed in advertising agencies or in corporate or regional managing offices.
How to Become an Advertising, Promotions, or Marketing Manager
A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.
The median annual wage for advertising and promotions managers was $125,510 in May 2019.
The median annual wage for marketing managers was $136,850 in May 2019.
Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2019 to 2029, faster than the average for all occupations. Advertising, promotions, and marketing campaigns will continue to be essential for organizations as they seek to maintain and expand their share of the market.
Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, and financial staff members.
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 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.
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.
Advertising managers known as account executives 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 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 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.
Advertising and promotions managers held about 28,600 jobs in 2019. The largest employers of advertising and promotions managers were as follows:
|Advertising, public relations, and related services||43%|
|Management of companies and enterprises||7|
Marketing managers held about 286,300 jobs in 2019. The largest employers of marketing managers were as follows:
|Professional, scientific, and technical services||23%|
|Management of companies and enterprises||14|
|Finance and insurance||10|
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.
Most advertising, promotions, and marketing managers work full time. Some advertising and promotions managers work more than 40 hours per week.
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 2019|
Advertising Sales Agents
Advertising sales agents sell advertising space to businesses and individuals.
|High school diploma or equivalent||$53,310|
Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions.
Editors plan, review, and revise content for publication.
Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.
Market Research Analysts
Market research analysts study market conditions to examine potential sales of a product or service.
Sales managers direct organizations’ sales teams.
Financial managers create financial reports, direct investment activities, and develop plans for the long-term financial goals of their organization.
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.
Public Relations Specialists
Public relations specialists create and maintain a favorable public image for the organization they represent.
For more information about advertising managers, visit:
Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Advertising, Promotions, and Marketing Managers,
at https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm (visited ).