Advertising, Promotions, and Marketing Managers

Summary

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

Advertising managers work with sales staff to generate ideas for an ad campaign.

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

Duties

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

• Work with department heads or staff to discuss topics such as budgets and contracts, creative vision, marketing plans, and media buying
• Plan promotional campaigns, such as contests or giveaways, to boost brand loyalty and reach new customers
• Plan advertising campaigns, including in which media—such as radio, television, or email—to advertise
• Negotiate advertising contracts with clients and partners
• Evaluate the look and feel of displays or websites in advertising or marketing campaigns
• Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
• Develop pricing and other strategies, such as how to acquire and retain customers and manage their data, for marketing products or services
• Meet and strategize with clients to provide marketing or related advice
• Direct the hiring and daily activities of advertising, promotions, and marketing staff

Advertising managers create interest among potential buyers of a product or service. They do this for a department, an entire organization, or individual projects (referred to as an account).

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.

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, whether through radio, television, or various other media. Account executives have a different focus: they oversee client accounts but do not develop or supervise advertising projects themselves.

Promotions managers direct programs that combine advertising with purchasing incentives and target them to customers in media, in displays, or at events to increase sales. Purchasing incentives may include discounts, rebates, contests, and other programs to strengthen brand loyalty. Promotions managers also contribute to developing brand loyalty programs.

Marketing managers estimate demand and identify potential markets for products and services that an organization and its competitors offer. They may develop pricing and other strategies, such as ways to acquire and retain customers. They work with product development, public relations, and sales staff to help organizations maximize their profits and market share while ensuring customer satisfaction.

Work Environment About this section

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

Advertising and promotions managers held about 30,900 jobs in 2022. The largest employers of advertising and promotions managers were as follows:

Marketing managers held about 358,200 jobs in 2022. The largest employers of marketing managers were as follows:

Advertising, promotions, and marketing managers work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials. Because their work affects a firm’s revenue, these managers also collaborate with top executives.

Advertising, promotions, and marketing managers typically work in an office setting. They may travel to meet with clients or media representatives. Their work may be stressful, particularly near deadlines.

Work Schedules

Most advertising, promotions, and marketing managers work full time. Some work more than 40 hours per week.

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

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

Advertising, promotions, and marketing managers typically need a bachelor’s degree. They also typically need work experience in a related occupation.

Education

Advertising, promotions, and marketing managers typically need a bachelor’s degree in a business field, such as marketing, or in a related field, such as communications. Relevant courses might include consumer behavior, market research, and art history.

Some employers prefer to hire candidates who have a master’s degree.

Advertising and marketing managers may begin as trainees or participate in mentoring or shadowing opportunities. In addition, completing an internship while in school may make candidates more attractive to prospective employers.

Work Experience in a Related Occupation

These managers typically need work experience in a related advertising, marketing, promotions, or sales occupation. For example, they may have worked as sales representatives, market research analysts, or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to evaluate industry trends and determine the best strategies for their clients.

Communication skills. These workers must be able to collaborate with other managers and staff. They also must be persuasive in communicating with the public.

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

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

Interpersonal skills. Managers must deal with a range of people and personalities in different roles, both inside and outside their organization.

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

Pay About this section

The median annual wage for advertising and promotions managers was $127,830 in May 2022. 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 $60,380, and the highest 10 percent earned more than $239,200.

The median annual wage for marketing managers was $140,040 in May 2022. The lowest 10 percent earned less than $76,790, and the highest 10 percent earned more than $239,200.

In May 2022, the median annual wages for advertising and promotions managers in the top industries in which they worked were as follows:

In May 2022, the median annual wages for marketing managers in the top industries in which they worked were as follows:

Most advertising, promotions, and marketing managers work full time. Some work more than 40 hours per week.

Job Outlook About this section

Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2022 to 2032, faster than the average for all occupations.

About 34,000 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Employment

Marketing managers will continue to be in demand as organizations use marketing campaigns to maintain and expand their market share. These managers will be sought after for their advice on crafting pricing strategies and finding new ways to reach customers.

The continued rise of electronic media will result in decreasing demand for print advertisements. However, the demand for advertising and promotions managers is expected to be concentrated in industries that rely on these workers to create digital media campaigns that target customers through the use of websites, social media, or live chats.

State & Area Data About this section

Occupational Employment and Wage Statistics (OEWS)

The Occupational Employment and Wage Statistics (OEWS) 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 OEWS data maps for employment and wages by state and area.

• Advertising and promotions managers
• Marketing managers

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.org. 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.

CareerOneStop

CareerOneStop 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.

Contacts for More Information About this section

For more information about advertising managers, visit:

American Association of Advertising Agencies (4 A's)

For more information about marketing managers and certification, visit:

American Marketing Association (AMA)

O*NET

Advertising and Promotions Managers

Marketing Managers