Advertising manager

Advertising managers perform the implementation of the advertising initiatives planned in the strategic marketing plan. They organise and prepare the resources needed to launch advertising campaigns and operations in advertising agencies. They prepare and align the communication channels, negotiate contracts, and ensure that operations adhere to budgets.

The following job titles also refer to advertising manager:

advertising account planner
promotions manager
advertising coordinator
advertising executive
advertising and promotions manager
campaigns coordinator
promotions coordinator
advertising campaign manager
marketing communication manager
advertising director
advertising agency manager

Bachelor’s degree is generally required to work as advertising manager. However, this requirement may differ in some countries.

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

• the nature of the work performed in an occupation in relation to the characteristic tasks and duties
• the level of formal education required for competent performance of the tasks and duties involved and
• the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Advertising manager is a Skill level 4 occupation.

These occupations, although different, require a lot of knowledge and skills similar to advertising manager.

spokesperson
public relations officer
creative director
public relations manager
communication manager

These occupations require some skills and knowledge of advertising manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of advertising manager with a significant experience and/or extensive training.

This knowledge should be acquired through learning to fulfill the role of advertising manager.

Diplomatic principles: The practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitating compromise.
Corporate social responsibility: The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.
Market research: The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.
Forming of public opinion: The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.
Strategic planning: The elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.
Rhetoric: The art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.
Advertising techniques: The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
Copyright legislation: Legislation describing the protection of the rights of original authors over their work, and how others can use it.
Communication principles: The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

These skills are necessary for the role of advertising manager.

Integrate strategic foundation in daily performance: Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.
Prepare presentation material: Prepare the documents, slide shows, posters and any other media needed for specific audiences.
Manage budgets: Plan, monitor and report on the budget.
Protect client interests: Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.
Advise on public relations: Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.
Organise press conferences: Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.
Develop communication strategies: Manage or contribute to the conception and implementation of an organisation’s internal and external communications plans and presentation, including its online presence.
Use different communication channels: Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
Draw conclusions from market research results: Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.
Provide cost benefit analysis reports: Prepare, compile and communicate reports with broken down cost analysis on the proposal and budget plans of the company. Analyse the financial or social costs and benefits of a project or investment in advance over a given period of time.
Perform interviews: Research the context of the interview. Plan availability. Prepare yourself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.
Identify customer’s needs: Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
Establish relationship with the media: Adopt a professional attitude to respond effectively to the demands of the media.
Draft press releases: Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.
Perform public relations: Perform public relations (PR) by managing the spread of information between an individual or an organisation and the public.
Develop creative ideas: Developing new artistic concepts and creative ideas.
Coordinate marketing plan actions: Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.
Manage contracts: Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes.
Coordinate advertising campaigns: Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
Develop public relations strategies: Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.
Perform project management: Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project’s progress in order to achieve a specific goal within a set time and budget.
Analyse external factors of companies: Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.
Advise on public image: Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.
Conduct public presentations: Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

This knowledge is sometimes, but not always, required for the role of advertising manager. However, mastering this knowledge allows you to have more opportunities for career development.

Pricing strategies: The techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence of newcomers, or increase of market share.
Graphic design: The techniques to create a visual representation of ideas and messages.
Business strategy concepts: The terminology related to the design and implementation of major trends and aims which are taken by an organisation’s executives, while keeping in mind its resources, competition and environments.
Desktop publishing: The creation of documents using page layout skills on a computer. Desktop publishing software can generate layouts and produce typographic quality text and images.

These skills and competences are sometimes, but not always, required for the role of advertising manager. However, mastering these skills and competences allows you to have more opportunities for career development.

Manage staff: Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
Recruit employees: Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.
Evaluate advertising campaign: Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
Approve advertising campaign: Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
Use analytics for commercial purposes: Understand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate quests.
Advise on communication strategies: Provide companies and organisations with consulting services concerning their internal and external communication plans and their representation, including their presence online. Recommend improvements in communication and make sure that important information reaches all employees and that their questions are answered.
Manage account department: Oversee the operations of account representatives who act as intermediaries between the client and their creative and media services departments. Make sure the client’s needs and objectives are met.
Receive actors’ resumes: Receive headshots and resumes from actors to select the most qualified and schedule auditions.
Manage creative department: Oversee the staff that create the content and visual representation of advertisement materials. Make sure that the advertising strategy is followed and customer requirements are met.
Examine advertisement layout: Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.
Manage media services department: Oversee the planning of what media are going to be used to distribute the advertisements such as television, online, newspaper and billboards.
Make price recommendations: Make price recommendations based on factors such as standard costs, promotions, freight, margin expectations, and customer relationships.
Collaborate in the development of marketing strategies: Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company’s goals.
Manage the handling of promotional materials: Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.
Give live presentation: Deliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.
Manage project metrics: Gather, report, analyse and create key metrics for a project to help measure its success.

1222 – Advertising and public relations managers

 

 

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References

1. Advertising manager – ESCO