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Become A Retail Advertising Account Executive

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Working As A Retail Advertising Account Executive

  • Selling or Influencing Others
  • Communicating with Persons Outside Organization
  • Thinking Creatively
  • Organizing, Planning, and Prioritizing Work
  • Getting Information
  • Deal with People

  • Make Decisions

  • Stressful

  • $63,000

    Average Salary

What Does A Retail Advertising Account Executive Do

Advertising sales agents, also called advertising sales representatives, sell advertising space to businesses and individuals. They contact potential clients, make sales presentations, and maintain client accounts.

Duties

Advertising sales agents typically do the following:

  • Locate and contact potential clients to offer their firm’s advertising services
  • Explain to clients how specific types of advertising will help promote their products or services in the most effective way
  • Provide clients with estimates of the costs of advertising products or services
  • Process all correspondence and paperwork related to accounts
  • Prepare and deliver sales presentations to new and existing clients
  • Inform clients of available options for advertising art, formats, or features and provide samples of previous work for other clients
  • Deliver advertising or illustration proofs to clients for approval
  • Prepare promotional plans, sales literature, media kits, and sales contracts
  • Recommend appropriate sizes and formats for advertising

Advertising sales agents work outside the office occasionally, meeting with clients and prospective clients at their places of business. Some may make telephone sales calls as well—calling prospects, attempting to sell the media firm’s advertising space or time, and arranging followup appointments with interested prospects.

A critical part of building relationships with clients is learning about their needs. Before the first meeting with a client, a sales agent gathers background information on the client’s products, current clients, prospective clients, and the geographic area of the target market.

The sales agent then meets with the client to explain how specific types of advertising will help promote the client’s products or services most effectively. If a client wishes to proceed, the advertising sales agent prepares and presents an advertising proposal to the client. The proposal may include an overview of the advertising medium to be used, sample advertisements, and cost estimates for the project.

Because of consolidation among media industries, agents are increasingly selling several types of ads in one package. For example, agents may sell ads that would be found in print editions, as well as online editions, of a particular publication, such as a newspaper.

In addition to maintaining sales and overseeing their accounts, advertising sales agents analyze sales statistics and prepare reports about clients’ accounts. They keep up to date on industry trends by reading about both current and new products, and they monitor the sales, prices, and products of their competitors.

In many firms, the advertising sales agent drafts contracts, which specify the cost and the advertising work to be done. Agents also may continue to help the client, answering questions or addressing problems the client may have with the proposal.

In addition, sales agents may be responsible for developing sales tools, promotional plans, and media kits, all of which they use to help make a sale. In other cases, firms may have a marketing team that sales agents work with to develop these sales tools.

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How To Become A Retail Advertising Account Executive

Although a high school diploma is typically enough education for an entry-level advertising sales position, some employers prefer applicants with a bachelor’s degree. Proven sales success and communication skills are essential. Most training for advertising sales agents takes place on the job.

Education

Although a high school diploma is typically the minimum education requirement for an entry-level advertising sales position, some employers prefer applicants with a college degree. Publishing companies with large circulations and broadcasting stations with a large audience may prefer workers with at least a college degree. Courses in marketing, communications, business, and advertising are helpful. For those who have a proven record of successfully selling other products, educational requirements are not likely to be strict.

Training

Most training takes place on the job and can be either formal or informal. In the majority of cases, an experienced sales manager instructs a newly hired advertising sales agent who lacks sales experience. In this one-on-one environment, supervisors typically coach new hires and observe them as they make sales calls and contact clients. Supervisors then advise the new hires on ways to improve their interaction with clients. Employers may bring in consultants to lead formal training sessions when agents sell to a specialized market segment, such as automotive dealers or real estate professionals.

Advancement

Agents with proven leadership ability and a strong sales record may advance to supervisory and managerial positions, such as sales manager, account executive, and vice president of sales. Successful advertising sales agents may also advance to positions in other industries, such as corporate sales.

Important Qualities

Communication skills. Advertising sales agents must be persuasive during sales calls. In addition, they should listen to the client’s desires and concerns, and recommend an appropriate advertising package.

Initiative. Advertising sales agents must actively seek new clients, keep in touch with current clients, and expand their client base, in order to meet sales quotas.

Organizational skills. Agents work with many clients, each of whom may be at a different stage in the sales process. Agents must be well organized to keep track of their clients and potential clients.

Self-confidence. Advertising sales agents should be confident when calling potential clients (making cold calls). Because potential clients are often unwilling to commit on a first call, agents frequently must continue making sales calls, even if rejected at first.

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Average Length of Employment
Advertising Sales 3.0 years
Account Executive 2.9 years
Top Careers Before Retail Advertising Account Executive
Top Careers After Retail Advertising Account Executive
Owner 5.8%

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Top Skills for A Retail Advertising Account Executive

  1. New Accounts
  2. Daily Newspaper
  3. Revenue Growth
You can check out examples of real life uses of top skills on resumes here:
  • Managed and developed newspaper, magazine and internet advertising for existing and new accounts while building and cultivating client relations.
  • Retail advertising sales and design for the daily newspaper.
  • Top Salesperson two months in a row in July-Aug. 2007.
  • Developed and maintained client relationships to improve outside advertising sales.
  • Called on 15 accounts daily, focusing 4 - 5 calls on inactive accounts and new business.

Retail Advertising Account Executive Demographics

Gender

Female

59.2%

Male

31.6%

Unknown

9.2%
Ethnicity

White

68.0%

Black or African American

12.5%

Hispanic or Latino

12.5%

Asian

4.2%

Unknown

2.8%
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Foreign Languages Spoken

Spanish

42.9%

Portuguese

14.3%

Hindi

14.3%

Japanese

14.3%

French

14.3%
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Retail Advertising Account Executive Education

Schools

University of Miami

9.3%

Michigan State University

9.3%

University of Mississippi

7.0%

University of Florida

4.7%

University of Iowa

4.7%

Brooklyn College of the City University of New York

4.7%

Temple University

4.7%

Auburn University

4.7%

Thomas Edison State University

4.7%

University of Minnesota - Twin Cities

4.7%

University of Missouri - Columbia

4.7%

University of North Carolina at Greensboro

4.7%

Oakland University

4.7%

Murray State University

4.7%

University of Pittsburgh -

4.7%

University of Kansas

4.7%

University of Texas at Austin

4.7%

Suffolk University

4.7%

University of Southern Maine

2.3%

Saint Louis Community College

2.3%
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Majors

Business

17.6%

Communication

17.6%

Marketing

10.2%

Advertising

10.2%

English

4.6%

Journalism

4.6%

General Studies

4.6%

Liberal Arts

4.6%

Graphic Design

3.7%

Management

2.8%

Psychology

2.8%

Writing

2.8%

Public Relations

2.8%

Audiovisual Communications Technologies

1.9%

Political Science

1.9%

Fine Arts

1.9%

Environmental Science

1.9%

Special Education

1.9%

Linguistics

0.9%

Drafting And Design

0.9%
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Degrees

Bachelors

63.6%

Other

21.4%

Associate

6.4%

Masters

5.0%

Certificate

1.4%

Doctorate

1.4%

Diploma

0.7%
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