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
2015 Median Pay $124,850 per year
$60.03 per hour
Typical 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, 2014 225,200
Job Outlook, 2014-24 9% (Faster than average)
Employment Change, 2014-24 19,700

What Advertising, Promotions, and Marketing Managers Do

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

Work Environment

About 31 percent of advertising and promotions managers worked for advertising agencies in 2014. About 17 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

The median annual wage for advertising, promotions, and marketing managers was $124,850 in May 2015.

Job Outlook

Employment of advertising, promotions, and marketing managers is projected to grow 9 percent from 2014 to 2024, faster than the average for all occupations. Advertising, promotions, and marketing campaigns will continue to be essential for organizations as they seek to maintain and expand their share of the market.

State & Area Data

Explore resources for employment and wages by state and area for advertising, promotions, and marketing managers.

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 products or services. 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 promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, 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. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers 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 campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, 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 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 he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managerspublic 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 31,000 jobs in 2014. The industries that employed the most advertising and promotions managers in 2014 were as follows:  

Advertising, public relations, and related services 31%
Information 17
Retail trade 9
Management of companies and enterprises 8
Wholesale trade 6

Marketing managers held about 194,300 jobs in 2014. The industries that employed the most marketing managers in 2014 were as follows:  

Professional, scientific, and technical services 21%
Management of companies and enterprises 17
Manufacturing 12
Finance and insurance 10
Wholesale trade 9

Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, people in these occupations 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 media representatives.

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 2014.

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 need 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 online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.

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; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. 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 with the public.

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

Decisionmaking 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 2015

Marketing managers

$128,750

Advertising, promotions, and marketing managers

$124,850

Advertising, marketing, promotions, public relations, and sales managers

$116,810

Advertising and promotions managers

$95,890

Total, all occupations

$36,200

 

The median annual wage for advertising and promotions managers was $95,890 in May 2015. 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 $42,440, and the highest 10 percent earned more than $187,200.

The median annual wage for marketing managers was $128,750 in May 2015. The lowest 10 percent earned less than $66,090, and the highest 10 percent earned more than $187,200.

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 2014.

Job Outlook About this section

Advertising, Promotions, and Marketing Managers

Percent change in employment, projected 2014-24

Marketing managers

9%

Advertising, promotions, and marketing managers

9%

Advertising, marketing, promotions, public relations, and sales managers

7%

Total, all occupations

7%

Advertising and promotions managers

5%

 

Employment of advertising and promotions managers is projected to grow 5 percent from 2014 to 2024, about as fast as the average for all occupations.

Employment of marketing managers is projected to grow 9 percent from 2014 to 2024, faster than the average for all occupations.

Advertising, promotional, and marketing campaigns are expected to continue being essential as organizations seek to maintain and expand their market share. Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products into the marketplace.

Newspaper publishers, one of the top-employing industries of advertising and promotions managers, is 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 manage digital media campaigns, which often target customers through the use of websites, social media, or live chats.

Through the Internet, advertising campaigns can reach a target audience across many platforms. This greater reach can increase the scale of the campaigns that advertising and promotions managers oversee. With better advertising management software, advertising and promotions managers can control these campaigns more easily, increasing their productivity, and thereby limiting the potential employment growth.

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 for these occupations. 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, 2014-24
Occupational Title SOC Code Employment, 2014 Projected Employment, 2024 Change, 2014-24 Employment by Industry
Percent Numeric

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

Advertising, promotions, and marketing managers

225,200 244,900 9 19,700

Advertising and promotions managers

11-2011 31,000 32,400 5 1,500 [XLSX]

Marketing managers

11-2021 194,300 212,500 9 18,200 [XLSX]

State & Area Data About this section

Occupational Employment Statistics (OES)

The Occupational Employment Statistics (OES) program produces employment and wage estimates annually for over 800 occupations. These estimates are available for the nation as a whole, for individual states, and for metropolitan and nonmetropolitan areas. The link(s) below go to OES data maps for employment and wages by state and area.

Projections Central

Occupational employment projections are developed for all states by Labor Market Information (LMI) or individual state Employment Projections offices. All state projections data are available at www.projectionscentral.com. Information on this site allows projected employment growth for an occupation to be compared among states or to be compared within one state. In addition, states may produce projections for areas; there are links to each state’s websites where these data may be retrieved.

Career InfoNet

America’s Career InfoNet includes hundreds of occupational profiles with data available by state and metro area. There are links in the left-hand side menu to compare occupational employment by state and occupational wages by local area or metro area. There is also a salary info tool to search for wages by zip code.

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 2015 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 $48,490
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 $89,760
Editors

Editors

Editors plan, review, and revise content for publication.

Bachelor's degree $56,010
Graphic designers

Graphic Designers

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

Bachelor's degree $46,900
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 $62,150
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 $113,860
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 $117,990
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 $104,140
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 $56,770
Suggested citation:

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, Advertising, Promotions, and Marketing Managers,
on the Internet at http://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm (visited June 26, 2016).

Publish Date: Thursday, December 17, 2015

What They Do

The What They Do tab describes the typical duties and responsibilities of workers in the occupation, including what tools and equipment they use and how closely they are supervised. This tab also covers different types of occupational specialties.

Work Environment

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How to Become One

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Pay

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State & Area Data

The State and Area Data tab provides links to state and area occupational data from the Occupational Employment Statistics (OES) program, state projections data from Projections Central, and occupational information from the Department of Labor's Career InfoNet.

Job Outlook

The Job Outlook tab describes the factors that affect employment growth or decline in the occupation, and in some instances, describes the relationship between the number of job seekers and the number of job openings.

Similar Occupations

The Similar Occupations tab describes occupations that share similar duties, skills, interests, education, or training with the occupation covered in the profile.

Contacts for More Information

The More Information tab provides the Internet addresses of associations, government agencies, unions, and other organizations that can provide additional information on the occupation. This tab also includes links to relevant occupational information from the Occupational Information Network (O*NET).

2015 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment Statistics survey. In May 2015, the median annual wage for all workers was $36,200.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

Work experience in a related occupation

Work experience that is commonly considered necessary by employers, or is a commonly accepted substitute for more formal types of training or education.

Number of Jobs, 2014

The employment, or size, of this occupation in 2014, which is the base year of the 2014-24 employment projections.

Job Outlook, 2014-24

The projected percent change in employment from 2014 to 2024. The average growth rate for all occupations is 7 percent.

Employment Change, 2014-24

The projected numeric change in employment from 2014 to 2024.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Employment Change, projected 2014-24

The projected numeric change in employment from 2014 to 2024.

Growth Rate (Projected)

The percent change of employment for each occupation from 2014 to 2024.

Projected Number of New Jobs

The projected numeric change in employment from 2014 to 2024.

Projected Growth Rate

The projected percent change in employment from 2014 to 2024.

2015 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment Statistics survey. In May 2015, the median annual wage for all workers was $36,200.