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Details for 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.


  • 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.
  • 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 and 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.
  • Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes.


  • 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.


  • Mathematics - Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • 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.
  • 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.
  • 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.


  • 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.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.
  • 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.
  • Learning Strategies - Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
  • 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.
  • Persuasion - Persuading others to change their minds or behavior.
  • Negotiation - Bringing others together and trying to reconcile differences.
  • Instructing - Teaching others how to do something.
  • Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • 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.
  • Time Management - Managing one's own time and the time of others.
  • Management of Financial Resources - Determining how money will be spent to get the work done, and accounting for these expenditures.
  • Management of Personnel Resources - Motivating, developing, and directing people as they work, identifying the best people for the job.

Related Careers

  • Art Directors
  • Education Administrators, Elementary and Secondary School
  • Education Administrators, Postsecondary
  • Health Educators
  • Marketing Managers
  • Public Relations Specialists
  • Purchasing Agents and Buyers, Farm Products
  • Sales Managers
  • Wholesale and Retail Buyers, Except Farm Products
Wages for this career
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