An advertising sales agent sells advertising for media publishers and promotion companies to a diverse clientele. They may sell advertising across all media lines and specialize in selling advertising on billboards, park benches, or blimps. The agent must have excellent communication skills and an engaging demeanor to achieve success. They are responsible for maintaining account files and contracts, scheduling appointments, generating reports, and creating and developing sales tools and promotional plans to increase sales. A successful advertising sales agent can earn a lucrative salary and may be promoted to management and supervisory roles.
An advertising sales agent is a representative of a media publisher or promotion company that sells advertising. Its clientele is diverse as it includes those in business, from small independent business owners and entrepreneurs to large corporations. The types of advertising she sells can involve all media lines from television, radio, magazines, newspapers and the Internet or any combination thereof. It may also sell specialized advertising, such as that found on billboards, park benches, or blimps.
Most agents in the advertising industry are outside sales representatives who call companies with or without an appointment. The last approach is often called cold calling. Due to the competitive nature of the business and the wide range of personalities to be found, it is vital that the advertising sales agent has excellent communication skills and an engaging demeanor to achieve success.
An inside sales agent usually works on site, and clients come to them to buy advertising time or space. These agents may be asked to solicit business over the phone or by sending email message offers to potential customers. Contacts are targeted based on past inquiries, demographic information or referrals.
Once a sale is made and a contract is signed, the advertising sales agent becomes the conduit between the client and the advertising agency. If the client is requesting a graphic ad, as used in print publications and on the Internet, generally prepare a mock ad for the client based on stated preferences. After the graphic arts department prepares a proof, she presents it to the client for feedback. This process continues until the customer approves and initializes the final copy for publication.
If the desired publicity is a radio or television location, the agent serves as an intermediary between the production team and the client. Just like the print ad scenario, ideas are bounced around and modified until the customer is satisfied. When the final cut is approved, the client signs and the ad is broadcast on radio or television.
In addition to selling the ad and satisfying the client, the advertising sales agent is responsible for maintaining account files and contracts, scheduling appointments, and generating reports. Reports reflect statistics, current sales goals and objectives, target markets and projected sales figures. The agent may also be required to create and develop sales tools and promotional plans to increase sales.
As with many sales positions, a successful advertising sales agent can earn a lucrative salary. She must be able to work long hours with varied and challenging personalities. Success in the job can lead to promotions in management and supervisory roles.
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