An advertising manager is responsible for promoting a company’s products and services, working closely with the marketing director to identify target markets and develop strategies. They manage the advertising team and approve all advertising materials. A college education and experience in advertising sales are desirable.
An advertising manager is responsible for a company’s advertising and promotional operations. The main purpose of their work is to keep the company’s customers aware of and consume existing products and services; she also informs and excites them about new offers. It must keep advertising fresh and fresh to retain current customers and attract new ones.
A successful advertising manager must have a good working relationship with the marketing director. The two often support each other and contribute to the company’s success by identifying its target market and developing approaches and plans to grow the customer base. This may involve lengthy or frequent meetings to discuss strategy and budget allocations. Establishing and working toward common goals requires mutual respect and consideration for each manager’s opinions and expertise.
In a large company, managing, supervising and motivating the advertising team is an integral part of an advertising manager’s responsibilities. She has final say on layout, design and copy for all print advertising. This can include direct mail, display ads, and point-of-sale advertising. If radio, television and Internet advertisements are used, it also approves these advertisements.
The responsibilities of an advertising manager in a small business are quite different. She may be required to perform most or all of the work delegated to support staff at a larger company. This position may include copywriting and charting, along with general management tasks.
In very large companies or corporations, an outside advertising agency is sometimes hired to create advertising campaigns. An advertising manager’s job in these cases is more interactive than in smaller venues. She informs the agency of the company’s objectives and needs and monitors each step of the campaign to ensure that everyone is on the same path and has the same vision.
Using an agency may also involve integrating print, radio, television and Internet advertising, and may involve hiring additional media specialists. When larger agencies are used, the publicity manager may have final approval authority. More often than not, at least one company leader is involved in final decisions.
Advertising managers are usually hired from a company after spending considerable time as an advertising sales account executive. This experience gives the manager the advantage of thoroughly knowing the company’s philosophies and objectives and becoming familiar with customer personalities and preferences. On the other hand, hiring an advertising manager from outside the company can provide a fresh perspective and increase the company’s success and revenue.
A college education is highly desirable for a position in advertising management. Any liberal arts degree is acceptable, as are those focused on business administration. Large companies may require a master’s degree. Companies large and small often prefer a certification in advertising, marketing or promotion.
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