Companies employ advertising managers to promote their products and/or services.  Sometimes called a marketing communications manager, an advertising manager act as the liaison between the company and the advertising or public relations firm. This position may approve strategies and creative, and may also be in charge of an in-house advertising division. AMs are good at communication, and handle stress well. It is a very visible position, with good chance for advancement.

Advertising managers head the advertising department in larger organizations, and they work closely with marketing directors to outline goals, and set budgets for their advertising efforts. The main goal of an advertising manager is to find the most effective means of informing customers about their firm’s products and services. Display, point-of-sale, and direct-mail advertising are often created by the company’s advertising department rather than by an outside ad agency. In a company that has a large advertising department, the advertising manager oversees the department’s work and coordinates the efforts of staff members or outside ad agencies. Smaller departments often require the advertising manager to perform some of the department tasks, including creating the art and copy and media buying.

If a company has hired an outside advertising agency to plan and create their ad campaigns, the advertising manager will usually work with account executives to come up with the best ad campaigns. When projects are outsourced to an ad agency, advertising managers select the agency, explain their companies’ ideas to agency account executives, and supervise the advertising agencies’ handling of the account.

Finally, after an ad campaign has launched, advertising managers will be in charge of keeping track of its effectiveness.

Education and Training Requirements:

In order to get into the field of advertising, candidates need a college education; a bachelor’s degree in advertising or business is required; master’s degree preferred. Courses in the communications, business administration, liberal arts, communications, journalism, marketing, consumer behavior, market research, sales, visual studies, art history and photography are useful. Many managers have also completed certification programs. Computer skills are vital. An internship in an ad agency or in the advertising department of a company is recommended while still in college.

Average Salary: $63,610 to $107,030 per year. Varies depending on responsibility and size of firm, location, industry, experience.

Average Hours (per week):

The weeks are often long and go well into the weekends and late at night, particularly if there is a deadline looming. Easily over 40 hours.

Union:

None.

Certifications:

Very few managers are certified, though that number is expected to grow. Management training is available at a variety of places and professional associations have seminars and conferences. Subjects also include international marketing, interactive marketing, and marketing communications.

Education and Training Requirements:

If you end up working for a large company, sales positions that require meeting clients, and will require a college degree. Smaller companies generally are often willing to hire individuals with only a high school degree. Most training for advertising sales agents takes place on the job.

Strongest Market(s):

Most medium to big companies need advertising managers anywhere n the United States. The competition is fiercest in New York and Chicago, though that is where most of the companies are. Other big cities are also good prospects.

Entry Level Salary:

Marketing majors start at $40,000. Advertising majors start at $34,000.

Top Salary:

Manufacturing firms pay more than non-manufacturing firms, and top salaries reach over $110,000.

Job Growth Forecast:

Competition is expected because the job requires a college graduate with related experience, who is creative and has strong communication skills.

In addition, as the influence of traditional advertising diminishes, marketing professionals are being asked to develop new and different ways to promote products and services to better reach potential customers, especially over the Internet.

Though advertising agencies are shrinking, many companies are bringing more advertising in-house, requiring more managers. Sales and marketing managers are less subject to downsizing or outsourcing than are other types of managers.

The forecast for advertising managers is expected to increase by 13 percent through 2018.

And, job growth will grow due to competition for a growing number of products and services, including those foreign as well as domestic.

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