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Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.Duties
Advertising, promotions, and marketing managers typically do the following:
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 oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.
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.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 digital advertisements and promotions. In addition, completing an internship while in school can be useful.Work Experience in a Related Occupation
Advertising, promotional, 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.Important Qualities
Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.
Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.
Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.
Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.
Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.
Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.
Average Length of Employment
Top Careers Before Marketing Manager
Top Careers After Marketing Manager
Hispanic or Latino9.6%
Black or African American0.7%
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University of Phoenix13.9%
New York University7.3%
University of Texas at Austin6.2%
Michigan State University5.7%
University of Southern California4.7%
Arizona State University4.4%
University of Washington4.4%
Pennsylvania State University4.1%
University of Central Florida3.9%
San Jose State University3.9%
University of Florida3.8%
George Washington University3.7%
San Diego State University3.7%
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|Job Title||Company||Location||Start Date||Salary|
|Marketing Manager||Ck3 LLC||New York, NY||Feb 12, 2015||$212,707|
|Marketing Manager||Butterfields Butter||Rocky Mount, NC||Apr 03, 2016||$208,700|
|Marketing Manager, Sharing Economy Solutions||First Advantage Corporation||Saint Petersburg, FL||Jan 08, 2016||$200,000|
|Manager, Marketing Planning and Analysis||Netflix, Inc.||Los Gatos, CA||Jan 06, 2016||$195,000|
|Manager, Marketing Planning and Analysis||Netflix, Inc.||Los Gatos, CA||Jul 11, 2015||$195,000|
|Senior Marketing Manager||Apple Inc.||Cupertino, CA||Aug 17, 2015||$190,000 -
|Global Marketing Manager (Skincare)||Coty Inc.||New York, NY||Sep 28, 2016||$190,000|
|Manager, Marketing Planning and Analysis||Netflix, Inc.||Los Gatos, CA||Aug 08, 2016||$187,907|
|PSS Life Cycle Marketing Manager||Hewlett Packard Enterprise Company||Sunnyvale, CA||May 26, 2016||$187,907|
|Marketing Manager||Apple Inc.||Cupertino, CA||Jun 14, 2016||$187,907|
|Marketing Manager (Bilingual)||Pinehills Properties LLC||McLean, VA||Aug 26, 2016||$186,701|
|Marketing Manager||Droga5, LLC||New York, NY||Nov 17, 2016||$185,224|
|Marketing Manager||EMBY International Inc.||New York, NY||Sep 21, 2016||$185,000|
|Marketing Manager||Ericsson Inc.||Mountain View, CA||Feb 25, 2016||$183,789|
|Marketing Manager (Interactive Multichannel)||Genentech, Inc.||South San Francisco, CA||Jun 11, 2015||$117,842 -
|Marketing Manager||Amgen Inc.||Thousand Oaks, CA||Jan 08, 2016||$117,839|
|Marketing Manager||Amgen Inc.||Thousand Oaks, CA||Aug 08, 2016||$117,839|
|Marketing Manager||Rolling Frito-Lay Sales LP||Plano, TX||Aug 31, 2016||$117,400|
|Marketing Manager||U&I Import, Inc.||Bergenfield, NJ||Sep 25, 2015||$117,039|
|Marketing Manager||Regal Wine Imports, Inc.||Moorestown, NJ||Jan 15, 2015||$117,018|
|Senior Marketing Manager||Amgen Inc.||Thousand Oaks, CA||Jun 13, 2016||$117,000|
|WW Marketing Manager, Microbiology||Becton, Dickinson and Company||MD||May 08, 2016||$117,000|
|Marketing Manager||Populus Group||Oakland, CA||Sep 18, 2015||$98,131|
|Global Channel Marketing Manager||Lenovo (United States) Inc.||Chicago, IL||Dec 09, 2016||$98,000 -
|Manager, Marketing Effectiveness||The Nielsen Company (Us), LLC||Evanston, IL||Aug 15, 2016||$98,000|
|Marketing Manager-API & Dosage Forms||Jubilant Life Sciences USA Inc.||Bedminster, NJ||May 16, 2015||$97,920|
|Marketing Manager||TTI Lexington, LLC||Lexington, KY||Aug 26, 2016||$97,380|
|Marketing Manager||GDB International, Inc.||New Brunswick, NJ||Jun 01, 2016||$97,344|
|Marketing Managers||Cisco Systems, Inc.||Parkton, NC||Jan 08, 2016||$97,282 -
|Marketing Science Manager||Ansira Partners, LLC||Addison, TX||Sep 18, 2015||$97,156|
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