Advertising managers are in charge of advertising and promotional efforts for an organization. They design and implement advertising and promotional campaigns with the goal of interesting potential customers in the products or services a business offers. The nature of their work depends in part on the size of their organization. In large businesses or agencies, they may oversee a staff of employees within an advertising department and coordinate with other departments like marketing or sales. Typically, advertising managers hold at least a bachelor's degree.
|Education Requirements||Bachelor's degree|
|Degree Fields||Advertising, journalism|
|Median Salary (2018)||$117,130 (for advertising and promotions managers)*|
|Job Outlook (2016-2026)||5% growth (for advertising and promotions managers)*|
Source: *U. S. Bureau of Labor Statistics
Advertising Manager Job Description
Advertising managers work for advertising agencies or for organizations that handle their advertising in-house. With the objective of promoting an organization's products or services, much of their focus involves designing, creating, and editing advertising campaigns. They also determine where to place advertising, such as in print publications, on television, or online. Advertising managers may also evaluate the effectiveness of their campaigns once they have launched. In addition, sometimes an advertising or promotion manager oversees special promotions like contests designed to generate interest in their organization.
Advertising job requirements at the management level include an educational background in a field related to advertising or communication. In addition, advertising managers usually have several years of related professional experience.
Advertising Manager Education Requirements
Prospective advertising managers should hold a bachelor's degree, and employers may look for degrees in fields like advertising, journalism, or communication. Advertising degree programs usually include courses in journalism, mass media, design, media writing, strategy, campaign construction, and management. Students may have opportunities to focus on a specific aspect of the field like creative design. In addition, some programs include internship opportunities so students can gain practical experience in the field.
Advertising managers need a select set of knowledge and skills gained from their education and from prior work experience in advertising and promotions. These include:
- A working knowledge of strategies used in sales and marketing
- Strong oral and written communication skills
- A solid understanding of English grammar and writing conventions
- An understanding of mass media industry operations
- Business management abilities including budgeting, strategic planning, and addressing human resource issues
- Familiarity with software for tasks like desktop publishing, data visualization, web site creation, and video creation and editing
- Creative abilities to generate new and engaging campaign ideas
- Knowledge of customer service and the techniques involved in assessing and meeting customers' needs
Salary and Job Outlook
According to the Bureau of Labor Statistics, the median annual salary for advertising and promotions managers was $117,130 in May 2018. The highest salaries were found in the medical equipment manufacturing and electronics manufacturing industries. The BLS reported expected job growth of 10% between 2016 and 2026. This growth should reflect the increasing demand for digital media campaigns and organizations' need to reach potential customers through web sites and social media. With this in mind, prospective advertising managers may wish to focus their education through classes or programs emphasizing digital media and related areas.