11-2011.00 - Advertising and Promotions Managers

Updated 2008

Summary Report for:
11-2011.00 - Advertising and Promotions Managers

Plan and direct advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

Sample of reported job titles: Advertising Manager, Advertising Director, Classified Advertising Manager, Marketing Director, Promotions Director, Retail Advertising Sales Manager, Advertising Sales Manager, Marketing and Promotions Manager, Marketing Manager, Account Executive

Also see: Green Marketers

View report: Summary Details Custom

Tasks

Prepare budgets and submit estimates for program costs as part of campaign plan development.
Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments and advertising agencies.
Assist with annual budget development.
Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.
Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
Prepare and negotiate advertising and sales contracts.
Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets such as dealers, distributors, or consumers.
Gather and organize information to plan advertising campaigns.
Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
Confer with clients to provide marketing or technical advice.

Tools & Technology

Tools used in this occupation:

Desktop computers

Notebook computers

Personal computers

Personal digital assistant PDAs or organizers — Personal digital assistants PDA

Tablet computers

Technology used in this occupation:

Analytical or scientific software — Business analysis software; Media Professional software; Mediamix software; Relex Weibull

Desktop publishing software — Adobe Systems Adobe PageMaker; Quark software

Graphics or photo imaging software — Adobe Systems Adobe Illustrator; Adobe Systems Adobe Photoshop software; Graphics software

Project management software — Atlas OnePoint software; Brainworks software; Rain Catcher Inspire; Unisys Advertising Manager

Web page creation and editing software — Adobe Systems Adobe Creative Suite software; Adobe Systems Adobe Dreamweaver; Adobe Systems Adobe Flash Player

Knowledge

English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

Administration and Management — Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

Design — Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.

Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

Production and Processing — Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.

Clerical — Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.

Fine Arts — Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.

Skills

Writing — Communicating effectively in writing as appropriate for the needs of the audience.

Service Orientation — Actively looking for ways to help people.

Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

Reading Comprehension — Understanding written sentences and paragraphs in work related documents.

Time Management — Managing one's own time and the time of others.

Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Speaking — Talking to others to convey information effectively.

Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Persuasion — Persuading others to change their minds or behavior.

Management of Financial Resources — Determining how money will be spent to get the work done, and accounting for these expenditures.

Abilities

Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.

Oral Expression — The ability to communicate information and ideas in speaking so others will understand.

Speech Clarity — The ability to speak clearly so others can understand you.

Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

Speech Recognition — The ability to identify and understand the speech of another person.

Written Expression — The ability to communicate information and ideas in writing so others will understand.

Written Comprehension — The ability to read and understand information and ideas presented in writing.

Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.

Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Work Activities

Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.

Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.

Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.

Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.

Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.

Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.

Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.

Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

Work Context

Telephone — How often do you have telephone conversations in this job?

Contact With Others — How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?

Work With Work Group or Team — How important is it to work with others in a group or team in this job?

Deal With External Customers — How important is it to work with external customers or the public in this job?

Face-to-Face Discussions — How often do you have to have face-to-face discussions with individuals or teams in this job?

Structured versus Unstructured Work — To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?

Freedom to Make Decisions — How much decision making freedom, without supervision, does the job offer?

Impact of Decisions on Co-workers or Company Results — How do the decisions an employee makes impact the results of co-workers, clients or the company?

Coordinate or Lead Others — How important is it to coordinate or lead others in accomplishing work activities in this job?

Letters and Memos — How often does the job require written letters and memos?

Job Zone

Title	Job Zone Four: Considerable Preparation Needed
Education	Most of these occupations require a four-year bachelor's degree, but some do not.
Related Experience	A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Job Training	Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Job Zone Examples	Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, environmental engineers, criminal investigators, and special agents.
SVP Range	(7.0 to < 8.0)

Interests

Interest code: EAC

Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.

Artistic — Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.

Conventional — Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.

Work Styles

Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.

Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.

Integrity — Job requires being honest and ethical.

Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.

Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.

Initiative — Job requires a willingness to take on responsibilities and challenges.

Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.

Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.

Persistence — Job requires persistence in the face of obstacles.

Work Values

Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.

Achievement — Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.

Independence — Occupations that satisfy this work value allow employs to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Related Occupations

11-2021.00	Marketing Managers
11-2022.00	Sales Managers
11-9032.00	Education Administrators, Elementary and Secondary School
11-9033.00	Education Administrators, Postsecondary
13-1021.00	Purchasing Agents and Buyers, Farm Products
13-1022.00	Wholesale and Retail Buyers, Except Farm Products
21-1091.00	Health Educators
27-1011.00	Art Directors
27-3031.00	Public Relations Specialists

Wages & Employment Trends

National

Median wages (2008)	$38.57 hourly, $80,220 annual
Employment (2006)	47,000 employees
Projected growth (2006-2016)	Slower than average (3% to 6%)
Projected need (2006-2016)	13,000 additional employees

State & National

Source: Bureau of Labor Statistics 2008 wage data and 2006-2016 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2006-2016). "Projected need" represents job openings due to growth and net replacement.

Summary Report for: 11-2011.00 - Advertising and Promotions Managers