Advertising, Promotions, and Marketing Managers

Summary

advertising promotions and marketing managers image
Advertising, promotions, and marketing managers inspect layouts, which are sketches or plans for an advertisement.
Quick Facts: Advertising, Promotions, and Marketing Managers
2012 Median Pay $115,750 per year
$55.65 per hour
Entry-Level Education Bachelor’s degree
Work Experience in a Related Occupation See How to Become One
On-the-job Training None
Number of Jobs, 2012 216,000
Job Outlook, 2012-22 12% (As fast as average)
Employment Change, 2012-22 25,400

What Advertising, Promotions, and Marketing Managers Do

Advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.

Work Environment

About 24 percent of advertising and promotions managers worked for advertising agencies in 2012. About 16 percent of marketing managers worked in the management of companies and enterprises industry.

How to Become an Advertising, Promotions, or Marketing Manager

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Pay

In May 2012, the median annual wage for advertising and promotions managers was $88,590. The median annual wage for marketing managers was $119,480 in May 2012.

Job Outlook

Employment of advertising, promotions, and marketing managers is projected to grow 12 percent from 2012 to 2022, about as fast as the average for all occupations. Advertising, promotions, and marketing will continue to be essential for organizations as they seek to maintain and expand their share of the market.

Similar Occupations

Compare the job duties, education, job growth, and pay of advertising, promotions, and marketing managers with similar occupations.

More Information, Including Links to O*NET

Learn more about advertising, promotions, and marketing managers by visiting additional resources, including O*NET, a source on key characteristics of workers and occupations.

What Advertising, Promotions, and Marketing Managers Do About this section

Advertising, promotions, and marketing managers
Advertising managers can be found in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in companies that advertise heavily.

Advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan advertising and promotional campaigns
  • Plan advertising, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers of a firm
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service for a department, for an entire organization, or on a project basis (account). They work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the advertising campaign.

Often, advertising managers serve as liaisons between the client requiring the advertising and an advertising or promotion agency that develops and places the ads. In larger organizations with an extensive advertising department, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs. 

Advertising managers known as account executives manage clients' accounts, but they are not responsible for developing or supervising the creation or presentation of the advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations' customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then they oversee the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

Work Environment About this section

Advertising, promotions, and marketing managers
Advertising, promotions, and marketing managers may travel to meet with clients or representatives of communications media.

Advertising and promotions managers held about 35,500 jobs in 2012. The industries that employed the most advertising and promotions managers in 2012 were as follows: 

Advertising, public relations, and related services24%
Management of companies and enterprises8
Retail trade7
Religious, grantmaking, civic, professional,
and similar organizations
6
Information6

Marketing managers held about 180,500 jobs in 2012. The industries that employed the most marketing managers in 2012 were as follows: 

Professional, scientific, and technical services19%
Management of companies and enterprises16
Manufacturing12
Finance and insurance12
Wholesale trade9

Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, they typically work closely with top executives. The jobs of advertising, promotions, and marketing managers are usually stressful, particularly near deadlines. They may travel to meet with clients or representatives of communications media.

Work Schedules

Most advertising, promotions, and marketing managers work full time. About 2 in 5 advertising and promotions managers worked more than 40 hours per week in 2012.

How to Become an Advertising, Promotions, or Marketing Manager About this section

Advertising, promotions, and marketing managers
These managers typically have previous work experience in advertising, marketing, promotions, or sales.

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers have a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize traffic through online search results, which is critical for digital advertisements and promotions. In addition, completing an internship while in school is highly recommended.

Work Experience in a Related Occupation

Advertising, promotional, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; purchasing agents; buyers; or product, advertising, promotions, or public relations specialists.

Important Qualities

Analytical skills. Because the advertising industry changes with the rise of digital media, advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively to the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decision-making skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

Pay About this section

Advertising, Promotions, and Marketing Managers

Median annual wages, May 2012

Marketing managers

$119,480

Advertising, promotions, and marketing managers

$115,750

Advertising and promotions managers

$88,590

Total, all occupations

$34,750

 

The median annual wage for advertising and promotions managers was $88,590 in May 2012. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $43,270, and the top 10 percent earned more than $187,200.

The median annual wage for marketing managers was $119,480 in May 2012. The lowest 10 percent earned less than $62,650, and the top 10 percent earned more than $187,200.

Most advertising, promotions, and marketing managers work full time. In 2012, about 2 in 5 advertising and promotions managers worked more than 40 hours per week in 2012.

Job Outlook About this section

Advertising, Promotions, and Marketing Managers

Percent change in employment, projected 2012-22

Marketing managers

13%

Advertising, promotions, and marketing managers

12%

Total, all occupations

11%

Advertising and promotions managers

7%

 

Employment of advertising and promotions managers is projected to grow 7 percent from 2012 to 2022, slower than the average for all occupations.

Employment of marketing managers is projected to grow 13 percent from 2012 to 2022, about as fast as the average for all occupations.

Advertising, promotional, and marketing campaigns will continue to be essential for organizations as they look to maintain and expand their share of the market.

Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products to the marketplace. They will also be needed to manage digital media campaigns, which often target customers through the use of websites, social media, or live chats.

Newspaper publishers, one of the top-employing industries of advertising and promotions managers, are projected to decline over the projection period. The continued rise of electronic media will result in decreasing demand for print newspapers. However, advertising and promotions managers are expected to see employment growth in other areas, in which they will be needed to plan the digital advertisements that replace print ads as consumers increasingly spend more time online.

Because marketing managers and their departments are important to an organization’s revenue, marketing managers are less likely to be let go than other types of managers. Marketing managers will continue to be in demand as organizations seek to market their products to specific customers and localities.

Job Prospects

Advertising, promotions, and marketing manager positions are highly desirable and are often sought by other managers and experienced professionals. As a result, strong competition is expected. With Internet-based advertising becoming more important, advertising managers who can navigate the digital world should have the best prospects.

Employment projections data for advertising, promotions, and marketing managers, 2012-22
Occupational Title SOC Code Employment, 2012 Projected Employment, 2022 Change, 2012-22 Employment by Industry
Percent Numeric

SOURCE: U.S. Bureau of Labor Statistics, Employment Projections program

Advertising, promotions, and marketing managers

216,000 241,400 12 25,400

Advertising and promotions managers

11-2011 35,500 38,000 7 2,400 [XLS]

Marketing managers

11-2021 180,500 203,400 13 22,900 [XLS]

Similar Occupations About this section

This table shows a list of occupations with job duties that are similar to those of advertising, promotions, and marketing managers.

Occupation Job Duties ENTRY-LEVEL EDUCATION Help 2012 MEDIAN PAY Help
Advertising sales agents

Advertising Sales Agents

Advertising sales agents sell advertising space to businesses and individuals. They contact potential clients, make sales presentations, and maintain client accounts.

High school diploma or equivalent $46,290
Art directors

Art Directors

Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions. They create the overall design of a project and direct others who develop artwork and layouts.

Bachelor’s degree $80,880
Editors

Editors

Editors plan, review, and revise content for publication.

Bachelor’s degree $53,880
Graphic designers

Graphic Designers

Graphic designers create visual concepts, by hand or using computer software, to communicate ideas that inspire, inform, or captivate consumers. They develop the overall layout and production design for advertisements, brochures, magazines, and corporate reports.

Bachelor’s degree $44,150
Market research analysts

Market Research Analysts

Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

Bachelor’s degree $60,300
Sales managers

Sales Managers

Sales managers direct organizations' sales teams. They set sales goals, analyze data, and develop training programs for organizations’ sales representatives.

Bachelor’s degree $105,260
Financial managers

Financial Managers

Financial managers are responsible for the financial health of an organization. They produce financial reports, direct investment activities, and develop strategies and plans for the long-term financial goals of their organization.

Bachelor’s degree $109,740
Public relations managers and specialists

Public Relations and Fundraising Managers

Public relations managers plan and direct the creation of material that will maintain or enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.

Bachelor’s degree $95,450
public relations specialists image

Public Relations Specialists

Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.

Bachelor’s degree $54,170
Suggested citation:

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2014-15 Edition, Advertising, Promotions, and Marketing Managers,
on the Internet at http://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm (visited April 18, 2014).

Publish Date: Wednesday, January 8, 2014