Bureau of Labor Statistics

Advertising, Promotions, and Marketing Managers

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
2018 Median Pay $132,620 per year
$63.76 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, 2018 286,800
Job Outlook, 2018-28 8% (Faster than average)
Employment Change, 2018-28 21,800

Summary

What Advertising, Promotions, and Marketing Managers Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services.

Work Environment

Many of these workers are employed in advertising agencies or in corporate or regional managing offices.

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 and promotions managers was $117,130 in May 2018.

The median annual wage for marketing managers was $134,290 in May 2018.

Job Outlook

Overall employment of advertising, promotions, and marketing managers is projected to grow 8 percent from 2018 to 2028, 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

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, advertising 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
  • Meet with clients to provide marketing or related 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 may assist in the development of that product or service and to create a marketing plan for it.

Work Environment

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 27,600 jobs in 2018. The largest employers of advertising and promotions managers were as follows:

Advertising, public relations, and related services 40%
Information 11
Management of companies and enterprises 8
Self-employed workers 6
Wholesale trade 6

Marketing managers held about 259,200 jobs in 2018. The largest employers of marketing managers were as follows:

Professional, scientific, and technical services 23%
Management of companies and enterprises 14
Finance and insurance 10
Manufacturing 10
Wholesale trade 8

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 can often be stressful, particularly near deadlines. Additionally, they may travel to meet with clients or media representatives.

Work Schedules

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

How to Become an Advertising, Promotions, or Marketing Manager

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 the success of digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotions, 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. 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

Advertising, Promotions, and Marketing Managers

Median annual wages, May 2018

Marketing managers

$134,290

Advertising, promotions, and marketing managers

$132,620

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

$126,250

Advertising and promotions managers

$117,130

Total, all occupations

$38,640

 

The median annual wage for advertising and promotions managers was $117,130 in May 2018. 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 $57,150, and the highest 10 percent earned more than $208,000.

The median annual wage for marketing managers was $134,290 in May 2018. The lowest 10 percent earned less than $69,840, and the highest 10 percent earned more than $208,000.

In May 2018, the median annual wages for advertising and promotions managers in the top industries in which they worked were as follows:

Advertising, public relations, and related services $134,780
Management of companies and enterprises 113,210
Information 103,960
Wholesale trade 92,800

In May 2018, the median annual wages for marketing managers in the top industries in which they worked were as follows:

Professional, scientific, and technical services $143,100
Management of companies and enterprises 142,580
Finance and insurance 141,410
Manufacturing 137,610
Wholesale trade 126,000

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

Job Outlook

Advertising, Promotions, and Marketing Managers

Percent change in employment, projected 2018-28

Marketing managers

8%

Advertising, promotions, and marketing managers

8%

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

6%

Total, all occupations

5%

Advertising and promotions managers

3%

 

Overall employment of advertising, promotions, and marketing managers is projected to grow 8 percent from 2018 to 2028, faster than the average for all occupations. Employment growth will vary by occupation.

Advertising, promotional, and marketing campaigns are expected to continue to be 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.

However, the newspaper publishing industry, which employs many of these workers, is projected to decline over the next 10 years. The continued rise of electronic media will result in decreasing demand for print newspapers. Despite this decline, advertising and promotions managers are expected to see employment growth in other industries in which they will be needed to manage digital media campaigns that 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.

Job Prospects

Advertising, promotions, and marketing manager positions are highly desirable and are often sought by other managers and experienced professionals. 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, 2018-28

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

Occupational Title

Advertising, promotions, and marketing managers

SOC Code
Employment, 2018286,800
Projected Employment, 2028308,600
Percent Change, 2018-288
Numeric Change, 2018-2821,800
Employment by Industry
Occupational Title

Advertising and promotions managers

SOC Code11-2011
Employment, 201827,600
Projected Employment, 202828,400
Percent Change, 2018-283
Numeric Change, 2018-28900
Employment by IndustryGet data
Occupational Title

Marketing managers

SOC Code11-2021
Employment, 2018259,200
Projected Employment, 2028280,100
Percent Change, 2018-288
Numeric Change, 2018-2820,900
Employment by IndustryGet data

State & Area Data

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.

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.

Similar Occupations

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 2018 MEDIAN PAY
Advertising sales agents

Advertising Sales Agents

Advertising sales agents sell advertising space to businesses and individuals.

High school diploma or equivalent $51,740
Art directors

Art Directors

Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions.

Bachelor's degree $92,780
Editors

Editors

Editors plan, review, and revise content for publication.

Bachelor's degree $59,480
Graphic designers

Graphic Designers

Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.

Bachelor's degree $50,370
Market research analysts

Market Research Analysts

Market research analysts study market conditions to examine potential sales of a product or service.

Bachelor's degree $63,120
Sales managers

Sales Managers

Sales managers direct organizations' sales teams.

Bachelor's degree $124,220
Financial managers

Financial Managers

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

Bachelor's degree $127,990
Public relations managers and specialists

Public Relations and Fundraising Managers

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

Bachelor's degree $114,800
public relations specialists image

Public Relations Specialists

Public relations specialists create and maintain a favorable public image for the organization they represent.

Bachelor's degree $60,000

Contacts for More Info

Last Modified Date: Wednesday, September 4, 2019

Suggested citation:

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Advertising, Promotions, and Marketing Managers,
on the Internet at https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm (visited November 09, 2019).

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