Advertising Sales Agents

Summary

What Advertising Sales Agents Do About this section

Agents may spend much of their time visiting prospective advertisers and maintaining business with current clients.

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

Duties

Advertising sales agents typically do the following:

• Locate and contact potential clients to offer their firm’s advertising services
• Explain to clients how specific types of advertising will help promote their products or services effectively
• Provide clients with estimates of the costs of advertising products or services
• Process all correspondence and paperwork related to accounts
• Prepare and deliver sales presentations to new and existing clients
• Inform clients of available options for advertising art, formats, or features and provide samples of previous work for other clients
• Deliver advertising or illustration proofs to clients for approval
• Prepare promotional plans, sales literature, media kits, and sales contracts
• Recommend appropriate sizes and formats for advertising

Advertising sales agents connect clients with promotional services across various media platforms, including print, radio, television, online, and social media. They meet with clients to discuss available options. They also identify and target new clients, such as by calling prospects and attempting to sell a media firm’s advertising space or time.

A critical part of building relationships with clients is learning about their needs. Before the first meeting with a client, a sales agent gathers background information on the client, their products or services, and the geographic area of the target market.

The sales agent then meets with the client to explain how specific types of advertising will help promote the client’s products or services effectively. If the client wishes to proceed, the agent prepares and presents a proposal that includes an overview of advertising media, sample advertisements, and cost estimates.

In addition to maintaining sales and overseeing their accounts, advertising sales agents analyze sales statistics and prepare reports about clients’ accounts. They keep up to date on industry trends by reading about both current and new products, and they monitor the sales, prices, and products of their competitors.

In many firms, the advertising sales agent drafts contracts, which specify the cost and the advertising work to be done. Agents also may continue to help the client, answering questions or addressing problems the client may have with the proposal.

Sometimes, these workers are responsible for developing sales tools, promotional plans, and media kits, all of which they use to help make a sale. In other cases, firms may have a marketing team that sales agents work with to develop these sales tools.

Work Environment About this section

Companies generally set monthly sales quotas and place considerable pressure on advertising sales agents to meet those quotas.

Advertising sales agents held about 111,600 jobs in 2023. The largest employers of advertising sales agents were as follows:

Selling can be stressful because income and job security depend directly on agents’ ability to keep and expand their client base. Companies generally set monthly sales quotas and place considerable pressure on advertising sales agents to meet those quotas.

Getting new accounts is an important part of the job, and agents may spend much of their time traveling to and visiting prospective advertisers and maintaining relationships with current clients.

Work Schedules

Most advertising sales agents work full time. 

How to Become an Advertising Sales Agent About this section

Advertising sales agents must actively seek new clients and initiate communication with current clients in order to meet sales quotas.

Advertising sales agents typically need at least a high school diploma to enter the occupation, although some employers require or prefer that candidates have a bachelor’s degree. Once hired, these workers typically receive training on the job. Sales and communication skills are essential.

Education

A high school diploma is typically required for entry-level advertising sales positions. However, some employers prefer or require a college degree. Courses in marketing, communications, business, and advertising are helpful.

Training

Advertising sales agents usually receive training on the job. For example, a newly hired sales agent might work alongside an experienced sales agent who coaches and observes them as they make sales calls and contact clients. Employers also may provide formal training sessions, such as for agents who sell to a specialized market segment.

Advancement

Agents with leadership experience and a strong sales record may advance to supervisory and managerial positions, such as sales manager, account executive, and vice president of sales. Successful advertising sales agents also may advance to positions in other areas, such as corporate sales.

Important Qualities

Communication skills. Advertising sales agents must be persuasive during sales calls. In addition, they should listen to the client’s desires and concerns so they are able to recommend an appropriate advertising package.

Customer-service skills. Advertising sales agents must be responsive to clients’ needs and concerns.

Initiative. Advertising sales agents must actively seek new clients, keep in touch with current clients, and expand their client base, in order to meet sales quotas.

Interpersonal skills. Advertising sales agents must be able to establish a good rapport with both prospective and existing clients.

Organizational skills. Agents work with many clients, each of whom may be at a different stage in the sales process. Agents must be well organized to keep track of their clients and potential clients.

Self-confidence. Advertising sales agents should be confident when calling potential clients (making cold calls). Because potential clients are often unwilling to commit on a first call, agents frequently must continue making sales calls, even if rejected at first.

Pay About this section

The median annual wage for advertising sales agents was $61,460 in May 2024. 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 $33,480, and the highest 10 percent earned more than $133,540.

In May 2024, the median annual wages for advertising sales agents in the top industries in which they worked were as follows:

Performance-based pay, including bonuses and commissions, can make up a large portion of an advertising sales agent’s earnings. Most employers pay some combination of salaries, commissions, and bonuses. Commissions usually are based on individual sales numbers. Bonuses may depend on individual performance, the performance of all sales workers in a group, or the performance of the entire firm.

Most advertising sales agents work full time. 

Note: Wage data are from nonfarm establishments. The data exclude self-employed workers and owners and partners in unincorporated businesses. Tips, sales commissions, and bonuses for meeting production targets are included in wages; premium pay, such as overtime and shift differentials, is not.

Job Outlook About this section

Employment of advertising sales agents is projected to decline 7 percent from 2023 to 2033.

Despite declining employment, about 10,300 openings for advertising sales agents are projected each year, on average, over the decade. All of those openings are expected to result from the need to replace workers who transfer to other occupations or exit the labor force, such as to retire.

Employment

Newspapers and magazines are expected to continue to experience circulation declines. With fewer consumers viewing advertisements in print media, fewer advertising sales agents are expected to be needed.

Advertising will continue to grow in digital media, including online video ads, search engine ads, and other digital ads intended for cell phones or tablet-style computers. Although advertising sales agents are still needed in digital media, the ability to automate digital ad placement and the use of ad blockers by digital users will limit employment demand for advertising sales agents along these channels.

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 below goes to OEWS data maps for employment and wages by state and area. Use the dropdown boxes to select an occupation.

• Occupational Employment and Wage Statistics (OEWS) Profiles

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 information about advertising sales in the newspaper industry, visit

News Media Alliance

For information about the radio advertising industry, visit

Radio Advertising Bureau

O*NET

Advertising Sales Agents