Advertising managers fulfill an essential role in advertising agencies, serving as liaisons between the client and creative department and providing a wide variety of client services. Some companies have in-house advertising managers who oversee the planning, development and execution of advertising and marketing campaigns. The first step toward an advertising manager career can be a bachelor’s degree in Business Administration with a specialization in Marketing.
The U.S. Bureau of Labor Statistics (BLS) predicts that employment of advertising managers will increase in the coming years. Job growth will occur as advertising and media outlets expand, and companies continue exploring new options to gain market share and sales. Given the high level of interest in this field, competition for jobs is likely to be strong. Candidates with relevant education, experience and proficiency should enjoy better prospects.
What Does an Advertising Manager Do?
Advertising managers perform a variety of job duties, including:
- Consulting with clients to determine how to improve market share and sales
- Gathering and organizing information to help with decision-making regarding media placement, campaign length, featured products and services, and technical details
- Ensuring that a client’s needs are met and any concerns are addressed
- Staying in close communication with the client, answering questions, explaining strategy and providing status updates
- Obtaining client approval on projects
- Communicating client feedback to the creative team
- Working to increase agency revenue by recommending new promotional opportunities or additional services
- Preparing advertising budgets, calendars and project schedules
- Meeting with the creative team during strategy sessions
- Recommending creative concept revisions according to the client’s needs and preferences
- Negotiating contracts and coordinating media placements
Although advertising managers typically work in an office environment, they may also travel to meet with clients and attend trade shows.
Salary and Earning Potential for Advertising Managers
According to BLS data, the average annual salary for advertising and promotions managers was $117,810 as of May 2016, with the top 25% of earners receiving more than $117,810. As with other professions, salaries tend to be higher for individuals with extensive experience and advanced education.
Potential salary ranges and employment opportunities are influenced by numerous factors, including a candidate’s job history and educational qualifications, as well as local market conditions.
Education and Training for Ad Managers
Most entry-level advertising positions require a bachelor’s degree, although some organizations may favor candidates with a master’s degree. Aspiring advertising managers can consider pursuing internships, as agencies often seek applicants with relevant experience.
An advertising manager career can begin with a bachelor’s degree in Business Administration with a specialization in Marketing. Coursework typically includes principles of management, advertising management, electronic commerce, statistics and principles of marketing.
Graduates of a business administration program with a specialization in marketing should be able to:
- Employ fundamental business and marketing principles
- Develop marketing strategies for diverse business environments
- Analyze, plan, implement and monitor advertising campaigns
- Identify market segments, estimate consumer demand and position products
Employers may offer opportunities for continuing education, making it possible for aspiring advertising managers to gain an entry-level position with a bachelor’s degree and use tuition assistance to pay for a master’s degree.
Do You Have What It Takes to Excel in an Advertising Manager Career?
To succeed as an advertising manager, you should be driven, focused and able to interact effectively with a variety of personality types. This field also requires a high level of creativity and flexibility, self-motivation, good decision-making skills and the ability to communicate persuasively. If you have these essential qualities, the next step to an exciting career as an advertising manager can be enrolling in a bachelor’s degree in business administration with a specialization in marketing program.