Advertising Salespeople

At a Glance

Talk with customers constantly
Stay up to date on trends and pop culture
Are persuasive
Work long hours
Usually work on commission
Train on the job

Career summary

Advertising salespeople sell air time on radio and TV stations. They also sell page space in newspapers, magazines, and online websites.

Advertising salespeople may also be called advertising account representatives, advertising sales specialists, or advertising sales representatives or agents.

#4/15/19

Advertising salespeople sell advertising space to businesses. Salespeople call companies to recruit new clients. They explain their services and costs. If a company is interested in advertising, salespeople gather more information about the business in order to target their advertising needs. Salespeople put together a presentation to explain their recommendations to the business. They start by analyzing the potential client's products and services, target markets, and competitors. They may create a sample ad for the presentation. They answer questions and provide advice about ads and programming or printing schedules.

When businesses become clients, salespeople prepare sales contracts and calculate fees. They usually use computers to write these contracts as well as to keep track of information about clients.

For some clients, the advertising salesperson's employer develops the ads. Some clients want or need their ads created by another company. Salespeople can help their clients find other advertising professionals.

Advertising salespeople remain in contact with clients. Salespeople make sure that clients are satisfied with their ad schedules, and make changes when clients are unhappy. They may also collect payment for services.

Salespeople develop lists of possible clients by using telephone and business directories. They also ask current clients for leads on new advertisers. In addition, salespeople look for new clients while covering their sales territory.

Advertising salespeople stay current on industry trends and customer development by attending sales meetings, trade shows, and training seminars.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

Job duties

Task list

The following list of tasks is specific to advertising salespeople.

Identify and contact potential new clients to arrange sales presentations.
Gather and study information about client's products, needs, and sales history. Use this information to develop recommendations.
Recommend advertising formats, media, and artwork to clients' specific to their business. Show clients sample ideas.
Prepare and give sales presentations to new and existing clients. Explain how company's advertising can promote products and services.
Write contracts, cost estimates, and bills for advertising clients.
Work with supervisors, sales departments, and advertising agencies to develop advertising plans.
Prepare different kinds of promotional material using a computer.
Write advertising text and coordinate commercial videotaping sessions.
Deliver advertising layouts to clients for their approval.
Manage all paperwork related to client sales accounts. This may include letters, memos, bids, and billing statements.
Maintain positive relationships with clients and other people in the industry.
Attend sales meetings, trade shows, and training seminars to stay current on trends and increase knowledge.

Common work activities

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

Convince others to buy goods or change their minds or actions
Communicate with people outside the organization
Establish and maintain relationships
Think creatively
Perform for or work with the public
Get information needed to do the job
Organize, plan, and prioritize work
Use computers
Resolve conflicts and negotiate with others
Communicate with supervisors, peers, or subordinates
Make decisions and solve problems
Update and use job-related knowledge
Perform administrative tasks
Process information
Develop goals and strategies
Schedule work and activities
Document and record information
Judge the value of objects, services, or people
Provide advice and consultation to others
Identify objects, actions, and events
Monitor events, materials, and surroundings
Evaluate information against standards

Work requirements

Working conditions

In a typical work setting, advertising salespeople:

Interpersonal relationships

Communicate daily with coworkers and customers, in person and by telephone.
Speak occasionally in front of groups to give advertising presentations.
Are placed in conflict situations weekly. This is because customers may be dissatisfied with advertising results and costs.
Write letters and memos daily.
Have the ability to work well on teams and with groups of people.
Are somewhat responsible for the work done by other salespeople and assistants.

Physical work conditions

Work indoors in offices or studios. Salespeople may be outside for brief periods when visiting clients.
Travel away from the office, and work out of a car daily.

Work performance

Must be sure that all details of the job are done so that clients are satisfied with their work.
Must be very exact in their work while calculating advertising fees.
Meet strict deadlines daily that may include advertising submissions and client meetings.
Work in an extremely competitive environment. This is because pay and promotions are often based on the number of clients and sales they make.
Are free to make most decisions without consulting a supervisor and can set most tasks and goals on their own.
Make decisions that strongly impact their company, coworkers, and customers.
Repeat the same mental and physical activities, such as using a computer.

Hours/travel

Work a regular work week.
Usually work more than 40 hours per week.

Physical demands

Advertising salespeople frequently:

Sit for long periods of time.

It is important for advertising salespeople 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 salespeople to be able to:

See details of objects that are more than a few feet away.
See differences between colors, shades, and brightness.
Determine the distance between objects.
Hear sounds and recognize the difference between them.
Focus on one source of sound and ignore others.
Use stomach and lower back muscles to support the body for long periods without getting tired.

Skills and abilities

Advertising salespeople need to:

Communicate

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

Reason and problem solve

Think of original, unusual, or creative ways to solve problems.
Judge the costs and benefits of a possible action.
Analyze ideas and use logic to determine their strengths and weaknesses.
Think of new ideas about a topic.
Use reasoning to discover answers to problems.
Notice when something is wrong or is likely to go wrong.
Combine several pieces of information and draw conclusions.
Follow guidelines to arrange objects or actions in a certain order.
Recognize the nature of a problem.
Develop rules that group items in various ways.
Concentrate and not be distracted while performing a task.
Recognize when important changes happen or are likely to happen in a system.

Manage oneself, people, time, and things

Check how well one is learning or doing something.
Manage the time of self and others.

Work with people

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

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

Other programs of study to consider

Training

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

have a high school diploma or equivalent; and
complete moderate-term, on-the-job training.

Education after high school

No formal education is required beyond high school. However, most advertising salespeople have at least some college education. An associate degree can provide important computer and communication skills. These degrees take two years to complete and often can be completed while working part time in sales.

Many advertising salespeople have a bachelor's degree. Colleges and universities offer programs in marketing or business administration and management. These programs provide a good base for a career in advertising sales and generally take four years to complete. Your degree could be in a liberal arts area. For example, you could study sociology, psychology, or journalism.

Work experience

You should consider participating in an internship while in college. An internship is usually part of a four-year degree program. It offers you a chance to apply what you have learned in the classroom to a work situation. It also allows you to build skills and make contacts with people in the field. An internship may improve your chances of finding a job.

Work in another area of sales or as a customer service representative is good preparation for this occupation.

On-the-job training

Most firms provide training programs. Training usually covers methods for finding clients, making presentations, and answering customer questions. You also learn how to close sales and write orders. On-the-job training may last up to one year, but many people receive just a few months.

After training, salespeople often take seminars on improving their sales.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum (external link) 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:

Accounting
Computer Applications
Economics
Marketing
Principles of Advertising
Principles of Sales
Public Speaking

Many advertising salespeople are self-employed. If you want to run your own business some day, you should consider taking these courses as well:

Accounting
Entrepreneurship
Introduction to Business

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 (PDF file) that may be available in your high school or community.

Things to know

Most employers look for applicants who have a high degree of initiative, an outgoing personality, and sales experience. Many employers require a college degree. The minimum education requirement is a high school diploma. Employers usually require sales experience when hiring applicants who have only a high school diploma.

Large radio and TV stations and national publications look for individuals with at least a bachelor's degree in advertising or marketing. A master's degree in business administration may provide an advantage. Smaller stations and publications may require less education.

Self-confidence, reliability, and strong communication skills are basic requirements. In addition, applicants must be able to put together and conduct sales presentations. Salespeople must be self-starters who have the ability to work under pressure to meet sales goals. Because salespeople meet with clients, employers look for applicants who are neat and well-groomed.

Costs to workers

Some workers may join a professional association and pay annual dues. Costs vary and are sometimes paid by the employer. Additional costs may include appropriate attire.

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 Sales Agents

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

Wages

Advertising sales agents (SOC 41-3011)

Location	Pay Period
Location	Pay Period	10%	25%	Median	75%	90%
Washington	Hourly	$15.59	$18.72	$24.81	$36.73	$54.30
	Monthly	$2,702	$3,244	$4,300	$6,365	$9,410
	Yearly	$32,430	$38,940	$51,600	$76,400	$112,940
Bellingham	Hourly	$15.65	$17.19	$20.59	$30.53	$44.94
	Monthly	$2,712	$2,979	$3,568	$5,291	$7,788
	Yearly	$32,555	$35,762	$42,809	$63,514	$93,474
Bremerton-Silverdale	Hourly	$17.46	$20.35	$26.82	$38.24	$62.10
	Monthly	$3,026	$3,527	$4,648	$6,627	$10,762
	Yearly	$36,322	$42,313	$55,779	$79,532	$129,168
Clarkston-Lewiston	Hourly	$10.67	$12.11	$14.73	$18.27	$25.09
	Monthly	$1,849	$2,099	$2,553	$3,166	$4,348
	Yearly	$22,187	$25,197	$30,640	$38,020	$52,191
Kennewick-Richland	Hourly	$12.14	$12.55	$15.06	$26.29	$37.91
	Monthly	$2,104	$2,175	$2,610	$4,556	$6,570
	Yearly	$25,265	$26,088	$31,326	$54,680	$78,859
Mount Vernon-Anacortes	Hourly	$13.92	$16.52	$19.80	$42.56	$100.05
	Monthly	$2,412	$2,863	$3,431	$7,376	$17,339
	Yearly	$28,946	$34,367	$41,184	$88,530	$208,097
Olympia-Tumwater	Hourly	$12.38	$17.72	$24.19	$30.39	$38.16
	Monthly	$2,145	$3,071	$4,192	$5,267	$6,613
	Yearly	$25,763	$36,860	$50,310	$63,215	$79,360
Seattle-Tacoma-Bellevue	Hourly	$17.10	$20.46	$26.58	$39.80	$58.86
	Monthly	$2,963	$3,546	$4,606	$6,897	$10,200
	Yearly	$35,555	$42,564	$55,296	$82,773	$122,416
Spokane-Spokane Valley	Hourly	$14.16	$20.63	$28.06	$33.89	$44.53
	Monthly	$2,454	$3,575	$4,863	$5,873	$7,717
	Yearly	$29,440	$42,893	$58,351	$70,471	$92,627
Vancouver	Hourly	$11.19	$12.44	$21.63	$33.72	$45.99
	Monthly	$1,939	$2,156	$3,748	$5,844	$7,970
	Yearly	$23,271	$25,874	$44,977	$70,148	$95,663
Walla Walla	Hourly	$12.83	$14.27	$16.57	$19.13	$24.78
	Monthly	$2,223	$2,473	$2,872	$3,315	$4,294
	Yearly	$26,668	$29,687	$34,478	$39,791	$51,553
Wenatchee	Hourly	$15.93	$17.89	$21.12	$30.82	$39.65
	Monthly	$2,761	$3,100	$3,660	$5,341	$6,871
	Yearly	$33,130	$37,222	$43,924	$64,098	$82,477
Yakima	Hourly	$15.63	$20.47	$25.00	$43.52	$51.06
	Monthly	$2,709	$3,547	$4,333	$7,542	$8,849
	Yearly	$32,512	$42,579	$52,003	$90,526	$106,195
United States	Hourly	$11.86	$16.68	$24.87	$36.94	$55.20
	Monthly	$2,055	$2,891	$4,310	$6,402	$9,566
	Yearly	$24,670	$34,700	$51,740	$76,840	$114,810

Most advertising salespeople work on a commission basis. Some earn a commission on total sales plus a guaranteed salary. Earnings vary according to the size of the market salespeople work in. Although competition for accounts is greater in larger cities, earnings are typically higher there. The amount of sales and commissions vary from month to month. During slow months, many salespeople are allowed to "draw" against their annual earnings.

Full-time advertising salespeople generally earn benefits. Typical benefits include sick leave, paid vacation, and health insurance. Some employers also provide a retirement plan. Self-employed advertising salespeople must provide their own 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.

Advertising Sales Agents (SOC 41-3011)

		This occupation	All occupations
Location	Current employment	Growth over 10 years		Annual openings
Washington	3,366	32.5%	16.1%	700
Adams, Chelan, Douglas, Grant, and Okanogan Counties	108	-11.1%	13.4%	10
Asotin, Columbia, Ferry, Garfield, Lincoln, Pend Oreille, Stevens, Walla Walla, and Whitman Counties	65	-20.0%	8.6%	5
Benton and Franklin Counties	109	-20.2%	15.0%	8
Clallam, Jefferson, and Kitsap Counties	102	-21.6%	11.9%	7
Clark, Cowlitz, and Wahkiakum Counties	109	-15.6%	15.2%	8
Grays Harbor, Lewis, Mason, Pacific, and Thurston Counties	105	-1.9%	14.1%	12
Island, San Juan, Skagit, and Whatcom Counties	150	-26.0%	14.6%	7
King County	2,069	61.9%	19.6%	591
Kittitas, Klickitat, Skamania, and Yakima Counties	107	-10.3%	13.8%	10
Pierce County	93	10.8%	15.2%	14
Snohomish County	109	-13.8%	12.4%	9
Spokane County	194	-10.3%	13.9%	18
United States	147,900	-2.2%	5.2%	19,500

National employment

Major employers:

Advertising agencies
Publishing industries
Broadcasting

National outlook

Employment of advertising salespeople is expected to decline. As print media such as newspapers decline, advertising sales positions will also decline. However job prospects will be good for advertising salespeople who work in digital media.

More and more, digital advertising can be developed without salespeople. Those with experience, a knowledge of digital advertising techniques, and a bachelor's degree will have the best opportunities.

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 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

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 Sales Agents (41-3011.00)

O*Net job zone

Job Zone 3 - Medium preparation needed. Previous work-related skill, knowledge, or experience is required for these occupations.