Career summary

Details for Advertising and Promotions Managers


Description

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.

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.
  • 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.
  • Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
  • Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
  • Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
  • Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
  • Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
  • Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
  • Plan and execute advertising policies and strategies for organizations.
  • Track program budgets, expenses, and campaign response rates to evaluate each campaign based on program objectives and industry norms.
  • Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
  • Train and direct workers engaged in developing and producing advertisements.
  • Coordinate with the media to disseminate advertising.
  • Contact organizations to explain services and facilities offered.
  • Direct and coordinate product research and development.
  • Represent company at trade association meetings to promote products.
  • Manage sales team including setting goals, providing incentives, and evaluating employee performance.
  • 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 and workers such as graphic artists 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.

Interests

  • 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.
  • 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.
  • 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.

Education, training, experience

  • Education - Most of these occupations require a four-year bachelor's degree, but some do not.
  • Training - Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
  • 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.

Knowledge

  • Personnel and Human Resources -Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.
  • Mathematics -Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • Education and Training -Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
  • Computers and Electronics -Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • 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.
  • 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.
  • 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.
  • 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.

Skills

  • Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
  • 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.
  • 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.
  • 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.
  • Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
  • Coordination - Adjusting actions in relation to others' actions.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.

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