Advertising managers occupy an integral position in the creation of effective strategies that build a brand’s reputation and generate sales of goods or services. An ad manager’s job can include many responsibilities, some of which vary depending on the place of employment. In general, however, these professionals generate ideas that inspire ad and marketing campaigns, and oversee the teams that develop advertising.
They also are involved in researching and selecting the appropriate ad mediums and in negotiating contracts with media companies and other third parties. Advertising managers create and manage budgets for campaigns and often act as liaisons between their agencies and clients seeking exposure.
In larger companies, ad managers usually work with colleagues from other departments, including finance, sales and creative. Job responsibilities may be divided among various advertising managers within bigger agencies.
The job of an advertising manager typically involves working under the pressure of deadlines and may include traveling to meet with clients and media representatives.
Job Outlook and Salary Range for Advertising Managers
More than 28,000 advertising and promotions managers were employed nationwide as of May 2016, according to the U.S. Bureau of Labor Statistics (BLS). About one-third were working for advertising or public relations firms.
As of May 2016, advertising and promotions managers earned a median salary of $100,810 a year, according to the BLS. Specialized design services and other financial investment activities were among the highest-paying sectors for these professionals.
Job growth in the field is forecast to be 5% from 2014 to 2024. The shift to digital advertising – including mobile and social media – is expected to produce employment opportunities, which will help counter positions lost as a result of downsizing in the print news industry. Indeed, the BLS expects ad managers with knowledge and skills related to web-based advertising to enjoy stronger job prospects.
Education and Training for Advertising Managers
A bachelor’s degree is required for most advertising manager positions, the Bureau of Labor Statistics reports. College marketing courses, as well as classes in consumer behavior, market research and sales, are helpful. Managers usually have previous work experience in advertising, marketing or promotions, and many are former advertising specialists, sales representatives or purchasing agents.
The BLS describes a series of core competencies that advertising managers should possess, including well-honed interpersonal and communication skills, and the ability to manage employees and make informed decisions. They must also be able to analyze data and define industry trends in order to determine the best strategies for clients.
Of course, creativity is required for thinking up new and fresh ways to pitch a product or service, or increase a brand’s visibility and reputation in the marketplace.