Advertising / Promotions Manager

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.

O*NET reports this occupation under titles such as: Account Executive; Ad Accounts Executive (Advertising Accounts Executive); Ad Director (Advertising Director); Ad Manager (Advertising Manager); Ad Sales Director (Advertising Sales Director); Ad Sales Manager (Advertising Sales Manager); Classified Ad Manager (Classified Advertising Manager); Creative Services Director; Promotions Director; Promotions Manager

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.
• Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
• 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.
• 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.
• Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.
• Analyze the effectiveness of marketing tactics or channels.
• Coordinate with marketing team members, graphic artists, and other workers to develop and implement marketing programs.
• Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
• Track program budgets, expenses, and campaign response rates to evaluate each campaign, based on program objectives and industry norms.
• Coordinate with the media to disseminate advertising.
• Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
• Analyze marketing or sales trends to forecast future conditions.

Knowledge

• Sales and Marketing
• English Language
• Communications and Media
• Administration and Management
• Customer and Personal Service
• Administrative
• Personnel and Human Resources
• Computers and Electronics
• Mathematics
• Education and Training
• Economics and Accounting
• Telecommunications
• Psychology

Skills

• Active Listening
• Speaking
• Critical Thinking
• Reading Comprehension
• Writing
• Monitoring
• Active Learning
• Learning Strategies

Abilities

• Oral Expression
• Oral Comprehension
• Written Comprehension
• Written Expression
• Originality
• Speech Clarity
• Fluency of Ideas
• Deductive Reasoning
• Inductive Reasoning
• Near Vision
• Speech Recognition
• Problem Sensitivity
• Category Flexibility
• Information Ordering
• Flexibility of Closure
• Far Vision