Advertising and Promotions Managers
11-2011.00
Updated 2024

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, 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: Account Executive, Advertising Manager (Ad Manager), Advertising Sales Manager (Ad Sales Manager), Classified Advertising Manager (Classified Ad Manager), Communications Director, Communications Manager, Creative Services Director, Marketing and Promotions Manager, Promotions Director, Promotions Manager

Occupation-Specific Information

Tasks

  • Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
  • Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
  • Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
  • Coordinate with the media to disseminate advertising.
  • Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
  • Plan and execute advertising policies and strategies for organizations.
  • Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
  • Prepare budgets and submit estimates for program costs as part of campaign plan development.
  • Contact organizations to explain services and facilities offered.
  • Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
  • Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
  • Track program budgets, expenses, and campaign response rates to evaluate each campaign, based on program objectives and industry norms.
  • Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
  • Manage sales team, including setting goals, providing incentives, and evaluating employee performance.
  • Prepare and negotiate advertising and sales contracts.
  • Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
  • Train and direct workers engaged in developing and producing advertisements.
  • Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
  • Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
  • Represent company at trade association meetings to promote products.
  • Direct and coordinate product research and development.
  • Analyze marketing or sales trends to forecast future conditions.
  • Analyze the effectiveness of marketing tactics or channels.
  • Attend or participate in conferences, community events, and promotional events related to products or technologies.
  • Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
  • Coordinate with marketing team members, graphic artists, and other workers to develop and implement marketing programs.
  • Develop communications materials, advertisements, presentations, or public relations initiatives to promote awareness of products and services.
  • Develop comprehensive marketing strategies, using knowledge of products and technologies, markets, and regulations.
  • Devise or evaluate methods and procedures for collecting data, such as surveys, opinion polls, and questionnaires.
  • Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.
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Technology Skills

  • Analytical or scientific software — Business analysis software; Data visualization software; Google Analytics Hot technology ; WebTrends Analytics; 1 more
  • Business intelligence and data analysis software — Actuate BIRT; Google DoubleClick; Tableau Hot technology
  • Calendar and scheduling software — Scheduling software
  • Cloud-based data access and sharing software — Microsoft SharePoint Hot technology
  • Customer relationship management CRM software — Constant Contact; MarketSharp; Oracle Eloqua; Salesforce software Hot technology
  • Data base management system software — Microsoft SQL Server Hot technology
  • Data base reporting software — AdRelevance
  • Data base user interface and query software — Database software; Microsoft Access Hot technology ; PaloAlto Advertising Plan Pro; Structure query language SQL; 1 more
  • Desktop publishing software — Adobe InDesign Hot technology ; Adobe PageMaker; Microsoft Publisher; Quark enterprise publishing software
  • Document management software — Adobe Acrobat Hot technology ; Adobe Acrobat Reader; Data warehousing software
  • Electronic mail software — Email software; IBM Lotus Notes; MailChimp; Microsoft Outlook Hot technology
  • Enterprise application integration software — Extensible markup language XML Hot technology ; Hootsuite
  • Enterprise resource planning ERP software — Brainworks; Microsoft Dynamics Hot technology ; SAP software Hot technology
  • Graphics or photo imaging software — Adobe Creative Cloud software Hot technology ; Adobe Illustrator Hot technology ; Adobe Photoshop Hot technology
  • Information retrieval or search software — Pinterest
  • Instant messaging software — Twitter
  • Internet browser software — Web browser software
  • Inventory management software — Inventory tracking software
  • Office suite software — Microsoft Office software In-Demand Hot technology
  • Operating system software — Microsoft Windows Hot technology
  • Presentation software — Microsoft PowerPoint In-Demand Hot technology
  • Project management software — Experience in Software Webplanner; Microsoft Project Hot technology
  • Sales and marketing software — Google Ads; HubSpot software Hot technology ; Marketo Marketing Automation Hot technology ; Webtrends software
  • Spreadsheet software — Microsoft Excel In-Demand Hot technology
  • Video creation and editing software — Adobe After Effects Hot technology ; Apple Final Cut Pro; Avid Media Composer; YouTube; 3 more
  • Web page creation and editing software — Adobe Dreamweaver; Adobe Experience Manager (AEM); Facebook Hot technology ; WordPress Hot technology ; 3 more
  • Web platform development software — Drupal Hot technology ; Hypertext markup language HTML Hot technology ; JavaScript Hot technology
  • Word processing software — Microsoft Word Hot technology
Hot technology
Hot Technologies are requirements most frequently included across all employer job postings.
In demand
In Demand skills are frequently included in employer job postings for this occupation.

Occupational Requirements

Work Activities

  • Working with Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Communicating with People Outside the 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.
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
  • Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
  • Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
  • Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
  • Judging the Qualities of Objects, Services, or People — Assessing the value, importance, or quality of things or people.
  • Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
  • Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • 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.
  • Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
  • Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
  • Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
  • Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.

Detailed Work Activities

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Work Context

Experience Requirements

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 real estate brokers, sales managers, database administrators, graphic designers, conservation scientists, art directors, and cost estimators.
SVP Range
(7.0 to < 8.0)

Training & Credentials

State training
Local training
Certifications
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Apprenticeship Opportunities

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Worker Requirements

Skills

  • 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.
  • Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
  • Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
  • Speaking — Talking to others to convey information effectively.
  • Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Reading Comprehension — Understanding written sentences and paragraphs in work-related documents.
  • Writing — Communicating effectively in writing as appropriate for the needs of the audience.
  • Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Coordination — Adjusting actions in relation to others' actions.
  • Time Management — Managing one's own time and the time of others.
  • Persuasion — Persuading others to change their minds or behavior.
  • Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
  • Negotiation — Bringing others together and trying to reconcile differences.
  • Service Orientation — Actively looking for ways to help people.
  • Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
  • Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
  • Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
  • Mathematics — Using mathematics to solve problems.

Knowledge

  • 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.
  • English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
  • 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.
  • Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • Administrative — Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
  • Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.

Education

How much education does a new hire need to perform a job in this occupation? Respondents said:

  • 60%
     
    Bachelor’s degree required
  • 10%
     
    High school diploma or equivalent required
  • 8%
     
    Some college, no degree required

Worker Characteristics

Abilities

  • Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
  • Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
  • Speech Clarity — The ability to speak clearly so others can understand you.
  • 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.
  • 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.
  • Fluency of Ideas — The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
  • Near Vision — The ability to see details at close range (within a few feet of the observer).
  • 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.
  • 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 that there is a problem.
  • Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
  • Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
  • Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
  • Visualization — The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
  • Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.
  • Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.

Interests

Interest code: ECA
Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.
  • Enterprising — Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
  • Conventional — Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.
  • Artistic — Work involves creating original visual artwork, performances, written works, food, or music for a variety of media, or applying artistic principles to the design of various objects and materials. Artistic occupations are often associated with visual arts, applied arts and design, performing arts, music, creative writing, media, or culinary art.

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 employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Work Styles

  • Initiative — Job requires a willingness to take on responsibilities and challenges.
  • Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
  • Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
  • Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
  • Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
  • Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
  • Persistence — Job requires persistence in the face of obstacles.
  • Self-Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
  • Integrity — Job requires being honest and ethical.
  • Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
  • Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
  • Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
  • Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
  • Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
  • Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
  • Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job.

Workforce Characteristics

Wages & Employment Trends

Median wages (2023)
$63.40 hourly, $131,870 annual
State wages
Local wages
Employment (2023)
22,200 employees
Projected growth (2023-2033)
Decline (-1% or lower)
Projected job openings (2023-2033)
1,800
State trends
Top industries (2023)

Source: Bureau of Labor Statistics 2023 wage data and 2023-2033 employment projections . “Projected growth” represents the estimated change in total employment over the projections period (2023-2033). “Projected job openings” represent openings due to growth and replacement.

Job Openings on the Web

State job openings
Local job openings

More Information

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Professional Associations

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National Associations
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