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Advertising and Promotions Managers
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Description: what do they do?
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
Also known as:
Communications Director, Creative Services Director, Promotions Director, Account Executive, Classified Advertising Manager, Communications Manager, Marketing and Promotions Manager, Promotions Manager, Advertising Sales Manager, Advertising Manager (Ad Manager)

    What does this information tell me?

    This description is a quick overview of what workers in this career might do.

    "Also known as" shows other common names for this career.

    What is the source of this information?

    This information comes from an O*NET database. Learn more on the Help page.

Career video
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    Transcript: To be successful, businesses must sell their products and services. That’s why advertising and promotions managers are so important— it’s their job to come up with ways to boost sales. Advertising managers develop a strategy, called an advertising campaign, to reach potential customers. They often work with a media planning team to determine how to best reach that audience— whether to advertise on TV and radio… in newspapers and magazines…on the web, or even on the sides of city buses. The manager engages a creative team to develop the ad’s artwork and language. They also may advise clients on technical aspects of ad campaigns. Promotions managers share the same goals, but focus on combining advertising with purchase incentives in order to increase sales. Promotions may take the form of discount coupons… giveaways, rebates … or contests. In addition to creativity, strong leadership ability, and excellent communication skills are important qualities for these managers. Advertising and promotions managers work for ad agencies, and in the advertising department of a business in almost any industry, from manufacturing to scientific innovation, finance to insurance. Employers look for a bachelor’s degree in marketing, advertising, or journalism. The hours can be long, and dealing with deadlines can be stressful. But many managers say they never tire of the thrill of seeing their ideas come to life.
View transcript
Outlook: will there be jobs?
Image. Employment outlook for this occupation
New job opportunities are likely in the future.


    What does this information tell me?

    Outlook information can tell you whether a career is expected to be in demand in the future—that is, whether there are likely to be job openings if you choose this career. Careers can have one of three outlooks:

    • A Bright outlook means new job opportunities are very likely in the future
    • An Average outlook means that a small number of new job opportunities are likely in the future (less than an 8 percent increase)
    • A Below Average outlook means new job opportunities are less likely in the future

    You can also view local job listings in this field by clicking "Find job openings" above. This can help you see if local businesses are hiring—another way of looking at demand.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET’s Bright Outlook occupations. Note this information is only available at a national level, so even if you selected a state, you’ll only see this information for the whole country.

Projected employment
Michigan
720
2016 Employment
740
2026 Employment
3%
Percent change
80
Annual projected job openings
United States
31,300
2016 Employment
33,000
2026 Employment
6%
Percent change
3,400
Annual projected job openings

    What does this information tell me?

    Projected employment shows how much employment is expected to grow in this occupation over a 10-year period. This can help you decide if this career is a good choice for future job opportunities. You can look at projected employment in your state, or in other states where you might consider living.

    You can see the total number of people employed in this occupation in 2016, the number expected to be employed in 2026, and rate of growth over those years.

    The projections are based on assumptions of unemployment rates and labor productivity growth rates.  While the projected numbers may not be exact, they are helpful to compare one career to another, or one location to another.

    What is the source of this information?

    State-level data come from Projections Central and each state's Labor Market Information office.

    National-level data come from the Bureau of Labor Statistics Employment Projections, 2016-26.

Typical wages

Annual wages for Advertising and Promotions Managers in Michigan
This graph displays wage data.  Find details by selecting the table view.
This chart displays wage data.  Find details by selecting the table view.
LocationMichiganUnited States
10%$56,230$57,150
25%$72,670$82,200
Median$111,610$117,130
75%$154,410$163,370
90%$208,000+$208,000+


    What does this information tell me?

    This chart shows you a range of how much most workers in this occupation earn per hour, in the location that you selected.

    You can select from three views of this data:

    • The Graph shows you wages at the 10th, 25th, 50th, 75th and 90th percentiles. Note that the lowest (10th %ile) wage shown is not necessarily a "starting wage." Instead it means that 10 percent of all workers in this career earn less that this amount, and 90 percent earn more. However, you can assume that you might earn close to the 10th or 25th %ile wages when you start out in most careers.
    • Select "Chart" to see a visual comparison between national wages and wages in the location you selected.
    • Select "Table" to see more wage data the national and local level.

    Please note that wage data are not available at the city or ZIP code level. If you selected a city or ZIP code, you will see wage data for the regional area.

    Also note that in this update, 21 detailed occupations found within the 2010 Standard Occupational Classification (SOC) were replaced with 10 new aggregations of those occupations; read more about these OES changes.

    You can learn more about wages for this and other occupations by clicking “See more wages” above.

    What is the source of this information?

    The wage information comes from the Bureau of Labor Statistics, Occupational Employment Statistics Program, 2018 data. For more detailed state wage data, please find the link to your state's wage data program in the Other Resources box.

Education and experience: to get started
People starting in this career usually have:
  • Bachelor's degree
  • Less than 5 years work experience
  • No on-the-job training

Programs that can prepare you:

    What does this information tell me?

    This shows you the typical level of education, work experience, and on-the-job training that most people have when they start in this career. Note that these are not requirements for entering this field, but the information can help you understand how qualified you might be.

    Interested in starting in this career? You can search for education programs in your local area by clicking “Find local training” above.

    What is the source of this information?

    This information comes from the Bureau of Labor Statistics, Office of Occupational Statistics and Employment Projections Education and Training Data.

Typical education
How much education do most people in this career have?
Chart. Percent of workers in this field by education level attained

    What does this information tell me?

    This chart shows you the range of education levels that people who currently work in this field have. You can use this to see if you fit in this range. Note that this includes ALL people who work in this field and not just those getting started.

    Interested in getting qualified for this career? You can search for programs that lead to the education needed, in your local area, by clicking “Find local training” above.

    What is the source of this information?

    This information comes from the Bureau of Labor Statistics, Office of Occupational Statistics and Employment Projections Education and Training Data.

Certifications: show your skills
Let employers know you have the skills to do well at this job.
Earning a certification can help you:
  • Get a job
  • Get a promotion

    What does this information tell me?

    When you click "Find certifications" you'll see a list of national certifications that are related to this career. From there, you can learn how to achieve one of these certifications to help you enter or get ahead in this field.

    What is the source of this information?

    This collection of occupational certifications is collected and regularly updated by CareerOneStop. Learn more at Certification Finder Help.

Licenses: do you need one?
Some states require an occupational license to work in this career.

    What does this information tell me?

    When you click "Find license details in your state" you'll see the license name and contact information for the agency in your state that oversees licensing for this field. If you have not selected a location, you'll see a list of all state licenses for this occupation.

    What is the source of this information?

    Information on licensed occupations is gathered in each state by Labor Market Information units under a grant from the U.S. Department of Labor. Learn more at License Finder Help.

Apprenticeships: learn on the job
Apprenticeships combine paid on-the-job-training with classroom lessons.

    What does this information tell me?

    When you click "Find apprenticeship sponsors" you'll find information that can help you locate apprenticeship opportunities in your state:

    • If there are businesses that have sponsored apprenticeships in this field in the past, you'll find their name and contact information.
    • If there are related occupations that might have apprenticeship opportunities, you'll find links to that information.
    • You'll also see contact information for state and federal agencies that oversee apprenticeship programs.

    What is the source of this information?

    Apprenticeship information comes from the U.S. Department of Labor, Office of Apprenticeships, and from CareerOneStop. Learn more at Apprenticeship Finder Help.

Activities: what you might do in a day
  • Develop promotional materials.
  • Examine marketing materials to ensure compliance with policies or regulations.
  • Prepare operational budgets.
  • Confer with organizational members to accomplish work activities.
  • Evaluate employee performance.
  • Supervise employees.
  • Coordinate operational activities with external stakeholders.
  • Direct financial operations.
  • Direct sales, marketing, or customer service activities.
  • Direct organizational operations, projects, or services.
  • Coordinate special events or programs.
  • Negotiate sales or lease agreements for products or services.
  • Prepare financial documents, reports, or budgets.
  • Develop marketing plans or strategies.
  • Implement organizational process or policy changes.
  • Monitor performance of organizational members or partners.
  • Compile operational data.
  • Conduct opinion surveys or needs assessments.
  • Create marketing materials.
  • Advise others on business or operational matters.
  • Conduct employee training programs.
  • Promote products, services, or programs.
  • Establish interpersonal business relationships to facilitate work activities.
  • Analyze data to assess operational or project effectiveness.
  • Manage organizational or project budgets.
  • Advise customers on technical or procedural issues.
  • Represent the organization in external relations.
  • Manage operations, research, or logistics projects.
  • Maintain knowledge of current developments in area of expertise.

    What does this information tell me?

    This is a list of typical work activities that people in this career might do on the job. You can use this list to get an idea of whether this career might be a good fit for you.

    Click on “More activities” to see more detailed examples of activities for this career.

    You can also use this list to help you prepare for a job interview. Or, if you’ve already held a job like this, you can copy these activities to use on your resume.

    What is the source of this information?

    This information comes from O*NET OnLine's Occupation Information. They are O*NET’s Detailed Work Activities.

Knowledge
People in this career often know a lot about:
  • Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
  • English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
  • Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
  • Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
  • Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

    What does this information tell me?

    This is a list of general knowledge areas that are most commonly required for jobs in the career. Knowledge is typically gained through education and related experience.

    This list can help you learn if you are prepared for a job in this career. It can also help you decide on education or training programs that could help you prepare for the career.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Knowledge descriptors.

Skills
People in this career often have these skills:
  • Active Listening - Listening to others, not interrupting, and asking good questions.
  • Social Perceptiveness - Understanding people's reactions.
  • Critical Thinking - Thinking about the pros and cons of different ways to solve a problem.
  • Speaking - Talking to others.
  • Judgment and Decision Making - Thinking about the pros and cons of different options and picking the best one.
  • Writing - Writing things for co-workers or customers.
  • Reading Comprehension - Reading work-related information.
  • Complex Problem Solving - Noticing a problem and figuring out the best way to solve it.
  • Coordination - Changing what is done based on other people's actions.
  • Time Management - Managing your time and the time of other people.
  • Persuasion - Talking people into changing their minds or their behavior.

    What does this information tell me?

    This is a list of a list the work-related skills most commonly required for jobs in the career.

    This list can help you understand how well your current skills fit this career. It can also help you plan your education or professional development.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Skills descriptors.

Abilities
People in this career often have talent in:
  • Oral Expression - Communicating by speaking.
  • Oral Comprehension - Listening and understanding what people say.
  • Written Comprehension - Reading and understanding what is written.
  • Speech Clarity - Speaking clearly.
  • Written Expression - Communicating by writing.
  • Deductive Reasoning - Using rules to solve problems.
  • Speech Recognition - Recognizing spoken words.
  • Fluency of Ideas - Coming up with lots of ideas.
  • Originality - Creating new and original ideas.
  • Near Vision - Seeing details up close.
  • Problem Sensitivity - Noticing when problems happen.
  • Inductive Reasoning - Making general rules or coming up with answers from lots of detailed information.
  • Category Flexibility - Grouping things in different ways.

    What does this information tell me?

    This is a list of a list of personal qualities that might influence work and are most commonly required for success in this career.

    This list can help you understand if your natural strengths and abilities are a good fit for this career.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Abilities descriptors.

Interests
  • Conventional - Occupations related to Conventional interests frequently involve following set procedures and routines. They include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
  • Enterprising - Occupations with Enterprising interests frequently involve starting up and carrying out projects. Many involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
  • Artistic - Occupations with Artistic interests frequently involve working with forms, designs and patterns. They often require self-expression and allow for developing unique approaches to conducting the work.

    What does this information tell me?

    This is a list of work environment-preferences that are most commonly associated with the career. It can help you understand if your natural interests are a good fit for this career.

    Click "Take an interest assessment" for a quick 30-question assessment that can help you understand your interests and see careers that might be good matches for them.

    What is the source of this information?

    This information comes from the O*NET Resource Center. Learn more about O*NET's Interest descriptors.

Typical tasks
  • Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
  • Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.
  • Assist with annual budget development.
  • Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
  • Manage sales team including setting goals, providing incentives, and evaluating employee performance.
  • Coordinate with the media to disseminate advertising.
  • Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
  • Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
  • Prepare and negotiate advertising and sales contracts.
  • Plan and execute advertising policies and strategies for organizations.
  • Gather and organize information to plan advertising campaigns.
  • Create media notices about events.
  • Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
  • Prepare budgets and submit estimates for program costs as part of campaign plan development.
  • Confer with clients to provide marketing or technical advice.
  • Train and direct workers engaged in developing and producing advertisements.
  • Contact organizations to explain services and facilities offered.
  • Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
  • Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
  • Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
  • Track program budgets, expenses, and campaign response rates to evaluate each campaign based on program objectives and industry norms.
  • Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
  • Represent company at trade association meetings to promote products.
  • Direct and coordinate product research and development.
  • Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.

    What does this information tell me?

    This is a list of typical tasks that people in this career might do on the job.  You can use this list to get an idea of whether this career might be a good fit for you.

    Click on “More tasks” to see more detailed examples for this career.

    You can also use this list to help you prepare for a job interview. Or, if you’ve already held a job like this, you can copy these tasks to use on your resume.

    What is the source of this information?

    This information comes from O*NET OnLine's Occupation Information. They are O*NET‘s Tasks.

    What does this information tell me?

    These are additional online resources related to this career. You may find different or more detailed information at these sources.

    What is the source of this information?

    This information is collected and maintained by CareerOneStop.