Advertising Managers

Career summary

Some of the job titles found under this occupation are account executives, advertising directors, advertising sales managers, media directors, creative directors, and advertising production managers.

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The goal of any firm is to sell its products or services for a profit. Advertising is an important part of this process. Some firms have their own advertising departments. Other firms hire advertising agencies. Advertising agencies are companies that specialize in creating advertising campaigns for a number of different clients. Advertising managers direct and supervise the advertising staff.

In firms that hire out their advertising, advertising managers make decisions about ads. They contract with an ad agency to create and prepare the firm’s ads. In larger firms, advertising managers plan and carry out the firm's advertising campaigns. To do this, they oversee in-house ad departments. These are likely to include account services, creative services, and media services. Managers consult with department heads or staff about the areas of the advertising process they work on.

Advertising managers often have specific titles, such as:

• Account executive
• Creative director
• Media director

All managers must stay informed of trends and changes that affect advertising. They read trade journals and professional literature. They also attend conferences and meetings.

Account executive             

Account executives manage account services. They assess the firm’s advertising needs. In ad agencies, they develop advertising campaigns and maintain client accounts.

Creative director

Creative departments develop the content of ads and decide how to present it. Creative directors oversee the work of the department's staff. Directors approve ad campaigns. They review ad displays, scripts, and media.

Media director

Media directors oversee teams that plan ad media. These teams select what platform works best for their advertising needs. Choices include advertising on the radio or TV, in newspapers or magazines, or online. Media directors consult with media companies to learn the best ways to advertise. They keep records of the best advertising sources.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

• Advertising Salespeople
• Agents and Business Managers
• Art Directors
• Editors
• Fundraisers
• Human Resources Managers
• Market Research Analysts
• Marketing Managers
• Producers and Directors
• Public Relations and Fundraising Managers
• Public Relations Specialists
• Sales Managers
• Writers

Job duties

Task list

The following list of tasks is specific to advertising managers.

• Coordinate advertising activities, departments, and staff.
• Train and supervise staff and department heads.
• Prepare budgets and cost estimates for advertising projects
• Track advertising budgets, goals, and effectiveness and adjust advertising when needed.
• Assess advertising needs of clients. Research who to sell the product to.
• Gather and organize information to plan and execute advertising campaigns.
• Oversee planning teams and development teams that select media platforms for ads such as radio, TV, newspapers, and the Internet.
• Inspect and approve advertising displays, copy, scripts, and audio or videotapes.
• Prepare and negotiate advertising and sales contracts.
• Develop plans to increase advertising business by maintaining existing client relationships and contacting new companies to explain available advertising services.
• Read trade journals and attend conferences to stay informed of trends and changes in advertising and media.
• Train and supervise department head and other staff.
• Read trade journals to stay informed of trends and changes in advertising and media.

Common work activities

Advertising managers perform the following tasks. These tasks are common to many careers.

• Use computers
• Communicate with people outside the organization
• Get information needed to do the job
• Communicate with supervisors, peers, or subordinates
• Organize, plan, and prioritize work
• Think creatively
• Establish and maintain relationships
• Make decisions and solve problems
• Update and use job-related knowledge
• Convince others to buy goods or change their minds or actions
• Identify objects, actions, and events
• Process information
• Develop goals and strategies
• Judge the value of objects, services, or people
• Schedule work and activities
• Document and record information
• Analyze data or information
• Perform for or work with the public
• Perform administrative tasks
• Coordinate the work and activities of others
• Explain the meaning of information to others

Work requirements

Working conditions

In a typical work setting, advertising managers:

Interpersonal relationships

• Have a high level of social interaction. They constantly work with coworkers and clients.
• Are greatly responsible for the results of work done by others. This is because they select teams of people to work together.
• Communicate daily with coworkers and clients in person and by phone.
• Are responsible for the health and safety of the people they supervise.
• Must work well on teams. This is extremely important because advertising projects involve many departments and people.
• Are sometimes placed in conflict situations with coworkers.
• Communicate often using e-mail.

Physical work conditions

• Usually work indoors.
• Often travel away from the office to meet clients and for off-site media shoots.

Work performance

• Must be sure all details of the job are done and their work is exact. Errors could have serious financial effects if the company lost accounts or profits.
• Make decisions that have major effects on their clients. Their advertising plan will either help or hinder the sale of a company's product.
• Have a large amount of freedom to set priorities and goals for themselves and others without consulting a supervisor. This is because they are in a top management position.
• Work in a highly competitive environment. They are competing against other advertising firms for business. Bonuses and promotions are often based on the success of the manager's department.
• Have daily deadlines that must be met between advertising departments and for their clients.

Hours/travel

• Have a regular work schedule most of the time.
• Work more than 40 hours a week. Extra hours can include evenings and weekends to meet goals and deadlines.
• May travel often to meet with clients or media representatives.

Physical demands

Advertising managers frequently:

• Sit for long periods of time.

It is important for advertising managers to be able to:

• Speak clearly so listeners can understand.
• Understand the speech of another person.
• See details of objects that are less than a few feet away.

It is not as important, but still necessary, for advertising managers to be able to:

• See details of objects that are more than a few feet away.
• See differences between colors, shades, and brightness.

Skills and abilities

Advertising managers need to:

Communicate

• Speak clearly so listeners can understand.
• Listen to others and ask questions.
• Understand spoken information.
• Understand written information.
• Write clearly so other people can understand.
• Read and understand work-related materials.

Reason and problem solve

• Analyze ideas and use logic to determine their strengths and weaknesses.
• Use reasoning to discover answers to problems.
• Judge the costs and benefits of a possible action.
• Think of original, unusual, or creative ways to solve problems.
• Think of new ideas about a topic.
• Notice when something is wrong or is likely to go wrong.
• Combine several pieces of information and draw conclusions.
• Recognize the nature of a problem.
• Develop rules that group items in various ways.
• Follow guidelines to arrange objects or actions in a certain order.
• Understand new information or materials by studying and working with them.
• Recognize when important changes happen or are likely to happen in a system.
• Identify what must be changed to reach goals.

Use math and science

• Use math skills to solve problems.
• Choose a mathematical method or formula to solve problems.

Manage oneself, people, time, and things

• Manage the time of self and others.
• Check how well one is learning or doing something.
• Motivate, develop, and direct people as they work.

Work with people

• Be aware of others' reactions and understand the possible causes.
• Change behavior in relation to others' actions.
• Persuade others to approach things differently.
• Solve problems by bringing others together to discuss differences.
• Look for ways to help people.
• Use several methods to learn or teach new things.

Perceive and visualize

• Imagine how something will look if it is moved around or its parts are rearranged.
• Identify a pattern (a figure, object, word, or sound) that is hidden in distracting material.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study directly related to this occupation

• Advertising
• Marketing
• Public Relations

Other programs of study to consider

• Broadcast Journalism
• Business Management and Administration
• Commercial and Advertising Art
• Communication and Speech Studies
• Digital Communication and Media
• Fashion Merchandising
• Journalism
• Marketing Research
• Mass Communication Studies
• Psychology, General
• Radio and Television
• Travel Services Management

Training

To work as an advertising manager, you typically need to:

• have a high school diploma or equivalent;
• have a bachelor's degree; and
• have one to five years of related work experience.

Education after high school

Most advertising managers have a bachelor's degree. Your degree does not need to be in advertising or marketing for you to enter this occupation. Many advertising managers have a liberal arts background. For example, they might have majored in sociology, psychology, or literature.

Regardless of your major, you should take specific courses during college to prepare for this occupation. These courses include marketing, consumer behavior, and market research. Additional courses are sales and communication methods. You should also take visual arts courses, such as art history and photography. Finally, you should take courses in a language other than English. Being able to communicate in several languages is becoming more important in this occupation.

Work experience

An internship with a large company while in college can provide you with valuable experience and contacts.

This is not an entry-level job, so you need some experience. Many managers are former sales representatives, purchasing agents, buyers, or product, advertising, promotions, or public relations specialists.

On-the-job training

The length of on-the-job training varies by employer and industry. The majority of advertising managers receive at least one month of training. Many others receive up to one year of training.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum  may be different from your state's graduation requirements .

You should also consider taking some advanced courses in high school. This includes Advanced Placement (AP) and International Baccalaureate (IB) courses if they are available in your school. If you do well in these courses, you may receive college credit for them. Advanced courses can also strengthen your college application.

Helpful electives to take in high school that prepare you for this career include:

• Commercial Art
• Foreign Language
• Graphic Design
• Journalism
• Marketing
• Photography
• Principles of Advertising

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups  that may be available in your high school or community.

Things to know

Most employers prefer advertising managers who have a bachelor's degree. Some employers prefer to hire advertising managers who have a broad liberal arts background. Others prefer managers who have a bachelor's degree in advertising, marketing, or journalism. Some employers may prefer applicants with a master's degree. Most employers prefer candidates who have a lot of advertising experience. Most employers prefer to hire candidates who have one to five years of experience.

Employers look for managers who are creative, highly motivated, and flexible. They also look for managers who can cope with stress and make decisions. The ability to communicate orally and in writing is also important. Employers look for advertising managers with tact and good judgment. The ability to make and keep effective personal relationships is important. These qualities are essential when working with staff and with clients.

Costs to workers

Workers may wish to join a professional association and pay annual dues. Additional costs may include buying appropriate attire. Some workers may pay for professional development continuing education.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

• Advertising and Promotions Managers 

To get a listing of current jobs from the WorkSource system, go to the WorkSource website .

Wages

Wages vary depending on the manager's level of responsibility, length of service, and education. Wages also vary by the size of the firm and the type of industry. Many managers earn bonuses equal to ten percent or more of their salaries.

Benefits also vary by employer. Most advertising managers receive benefits such as vacation, sick leave, and health insurance. 

Employment and outlook

Washington outlook

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

National employment

About 10% of advertising managers are self-employed.

Major employers:

• Advertising agencies
• Information services
• Business management companies

National outlook

In general, the number of people working in advertising is increasing. Companies need to advertise in order to compete and introduce new products. As print media declines, advertising managers who can manage digital and electronic advertising campaigns will have better job prospects.

Competition for jobs will be strong. This is because many workers seek managerial positions in advertising.

Other resources

Advertising Educational Foundation 
708 Third Avenue, 23rd Floor
New York, NY 10017
212.986.8060

American Advertising Federation 
1101 Vermont Avenue NW
Fifth Floor
Washington, DC 20005
202.898.0089

American Association of Advertising Agencies 
1065 Avenue of the Americas, 16th Floor
New York, NY 10018
212.682.2500

American Hotel and Lodging Educational Institute 
(Certification options in the hospitality industry)

American Management Association 

American Marketing Association 

Association of National Advertisers 
10 Grand Central
155 E 44th Street
New York, NY 10017
212.697.5950

National Association of Farm Broadcasters 
PO Box 500
Platte City, MO 64079

National Retail Federation 
1101 New York Avenue NW
Washington, DC 20005
800.673.4692
202.783.7971

News Media Alliance 
4401 N. Fairfax Dr., Suite 300
Arlington, VA 22203
571.366.1000

Printing Industries of America 
301 Brush Creek Road
Warrrendale, PA 15086-7529
800.910.4283
412.741.6860

Radio Advertising Bureau 
125 West 55th Street, 5th Fl.
New York, NY 10019

SHOP! Association 
4651 Sheridan Street, Suite 470
Hollywood, FL 33021

References

Career cluster

• Marketing

Career path

• Enterprising (Business Communications)

O*Net  occupation

• Advertising and Promotions Managers (11-2011.00) 

O*Net job zone 

• Job Zone 4 - Considerable preparation needed. A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations.

DOT occupations

• Account Executive (164.167-010) 
• Executive Producer, Promos (159.167-022) 
• Manager, Advertising (164.117-010) 
• Manager, Advertising Agency (164.117-014) 
• Manager, Promotion (163.117-018) 
• Media Director (164.117-018) 

Strong Interest Inventory

• Advertising Account Manager

Holland occupational cluster

• Enterprising/Artistic/Conventional

COPSystem

• Business Professional