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CAREER IN ADVERTISING
INTRODUCTION: Few career paths have changed as much as advertising
over the past twenty years. Once content to simply spread brand names
around the country, advertising executives must now use every skill
possible to tell stories about products and services. Not only must they
help their clients grow their business, they must do so in the most
effective and least expensive ways possible. Despite these challenges,
advertising can offer you an exciting, creative, and rewarding career.
Nature of the Work
The objective of any firm is to market and sell its products or services
profitably. In small firms, the owner or chief executive officer might
assume all advertising, promotions, marketing, sales, and public relations
responsibilities. In large firms, which may offer numerous products and
services nationally or even worldwide, an executive vice president directs
overall advertising, promotions, marketing, sales, and public relations
policies. (Executive vice presidents are included in the Handbook
statement on top executives.) Advertising, marketing, promotions, public
relations, and sales managers coordinate the market research, marketing
strategy, sales, advertising, promotion, pricing, product development, and
public relations activities.
Advertising managers
oversee advertising and promotion staffs,
which usually are small, except in the largest firms. In a small firm,
managers may serve as liaisons between the firm and the advertising or
promotion agency to which many advertising or promotional functions are
contracted out. In larger firms, advertising managers oversee in-house
account, creative, and media services departments. The account executive
manages the account services department, assesses the need for
advertising, and, in advertising agencies, maintains the accounts of
clients. The creative services department develops the subject matter and
presentation of advertising. The creative director oversees the copy
chief, art director, and associated staff. The media director oversees
planning groups that select the communication media—for example, radio,
television, newspapers, magazines, the Internet, or outdoor signs—to
disseminate the advertising.
Promotions managers
supervise staffs of promotion specialists. These
managers direct promotion programs that combine advertising with purchase
incentives to increase sales. In an effort to establish closer contact
with purchasers—dealers, distributors, or consumers—promotion programs may
use direct mail, telemarketing, television or radio advertising, catalogs,
exhibits, inserts in newspapers, Internet advertisements or Web sites,
in-store displays or product endorsements, and special events. Purchasing
incentives may include discounts, samples, gifts, rebates, coupons,
sweepstakes, and contests.
Marketing managers develop the firm’s marketing strategy in detail.
With the help of subordinates, including product development managers and
market research managers, they estimate the demand for products and
services offered by the firm and its competitors. In addition, they
identify potential markets—for example, business firms, wholesalers,
retailers, government, or the general public. Marketing managers develop
pricing strategy to help firms maximize profits and market share while
ensuring that the firm’s customers are satisfied. In collaboration with
sales, product development, and other managers, they monitor trends that
indicate the need for new products and services, and they oversee product
development. Marketing managers work with advertising and promotion
managers to promote the firm’s products and services and to attract
potential users.
Public relations
managers supervise public relations specialists.
(See the Handbook statement on public relations specialists.) These
managers direct publicity programs to a targeted audience. They often
specialize in a specific area, such as crisis management, or in a specific
industry, such as health care. They use every available communication
medium to maintain the support of the specific group upon whom their
organization’s success depends, such as consumers, stockholders, or the
general public. For example, public relations managers may clarify or
justify the firm’s point of view on health or environmental issues to
community or special-interest groups.
Public relations managers also evaluate advertising and promotion programs
for compatibility with public relations efforts and serve as the eyes and
ears of top management. They observe social, economic, and political
trends that might ultimately affect the firm, and they make
recommendations to enhance the firm’s image on the basis of those trends.
Public relations managers may confer with labor relations managers to
produce internal company communications—such as newsletters about
employee-management relations—and with financial managers to produce
company reports. They assist company executives in drafting speeches,
arranging interviews, and maintaining other forms of public contact;
oversee company archives; and respond to requests for information. In
addition, some of these managers handle special events, such as the
sponsorship of races, parties introducing new products, or other
activities that the firm supports in order to gain public attention
through the press without advertising directly.
Sales managers direct the firm’s sales program. They assign sales
territories, set goals, and establish training programs for the sales
representatives. (See the statement on sales representatives, wholesale
and manufacturing.) Sales managers advise the sales representatives on
ways to improve their sales performance. In large, multiproduct firms,
they oversee regional and local sales managers and their staffs. Sales
managers maintain contact with dealers and distributors. They analyze
sales statistics gathered by their staffs to determine sales potential and
inventory requirements and to monitor customers’ preferences. Such
information is vital in the development of products and the maximization
of profits.
Work atmosphere
Advertising, marketing, promotions, public relations, and sales managers
work in offices close to those of top managers. Long hours, including
evenings and weekends, are common. In 2004, about two-thirds of
advertising, marketing, and public relations managers worked more than 40
hours a week. Working under pressure is unavoidable when schedules change
and problems arise, but deadlines and goals must still be met.
Substantial travel may be involved. For example, attendance at meetings
sponsored by associations or industries often is mandatory. Sales managers
travel to national, regional, and local offices and to the offices of
various dealers and distributors. Advertising and promotions managers may
travel to meet with clients or representatives of communications media. At
times, public relations managers travel to meet with special-interest
groups or government officials. Job transfers between headquarters and
regional offices are common, particularly among sales managers.
Training, Other Qualifications,
and Advancement
A wide range of educational backgrounds is suitable for entry into
advertising, marketing, promotions, public relations, and sales managerial
jobs, but many employers prefer those with experience in related
occupations plus a broad liberal arts background. A bachelor’s degree in
sociology, psychology, literature, journalism, or philosophy, among other
subjects, is acceptable. However, requirements vary, depending upon the
particular job.
For marketing, sales, and promotions management positions, some employers
prefer a bachelor’s or master’s degree in business administration with an
emphasis on marketing. Courses in business law, economics, accounting,
finance, mathematics, and statistics are advantageous. In highly technical
industries, such as computer and electronics manufacturing, a bachelor’s
degree in engineering or science, combined with a master’s degree in
business administration, is preferred.
For advertising management positions, some employers prefer a bachelor’s
degree in advertising or journalism. A course of study should include
marketing, consumer behavior, market research, sales, communication
methods and technology, and visual arts—for example, art history and
photography.
For public relations management positions, some employers prefer a
bachelor’s or master’s degree in public relations or journalism. The
applicant’s curriculum should include courses in advertising, business
administration, public affairs, public speaking, political science, and
creative and technical writing.
For all these specialties, courses in management and the completion of an
internship while the candidate is in school are highly recommended.
Familiarity with word-processing and database applications also is
important for many positions. Computer skills are vital because marketing,
product promotion, and advertising on the Internet are increasingly
common. Also, the ability to communicate in a foreign language may open up
employment opportunities in many rapidly growing areas around the country,
especially cities with large Spanish-speaking populations.
Most advertising, marketing, promotions, public relations, and sales
management positions are filled by promoting experienced staff or related
professional personnel. For example, many managers are former sales
representatives, purchasing agents, buyers, or product, advertising,
promotions, or public relations specialists. In small firms, where the
number of positions is limited, advancement to a management position
usually comes slowly. In large firms, promotion may occur more quickly.
Although experience, ability, and leadership are emphasized for promotion,
advancement can be accelerated by participation in management training
programs conducted by larger firms. Many firms also provide their
employees with continuing education opportunities—either in-house or at
local colleges and universities—and encourage employee participation in
seminars and conferences, often held by professional societies. In
collaboration with colleges and universities, numerous marketing and
related associations sponsor national or local management training
programs. Course subjects include brand and product management,
international marketing, sales management evaluation, telemarketing and
direct sales, interactive marketing, promotion, marketing communication,
market research, organizational communication, and data-processing systems
procedures and management. Many firms pay all or part of the cost for
employees who successfully complete courses.
Some associations offer certification programs for these managers.
Certification—an indication of competence and achievement—is particularly
important in a competitive job market. While relatively few advertising,
marketing, promotions, public relations, and sales managers currently are
certified, the number of managers who seek certification is expected to
grow. Today, there are numerous management certification programs based on
education and job performance. In addition, The Public Relations Society
of America offers a certification program for public relations
practitioners based on years of experience and performance on an
examination.
Persons interested in becoming advertising, marketing, promotions, public
relations, and sales managers should be mature, creative, highly
motivated, resistant to stress, flexible, and decisive. The ability to
communicate persuasively, both orally and in writing, with other managers,
staff, and the public is vital. These managers also need tact, good
judgment, and exceptional ability to establish and maintain effective
personal relationships with supervisory and professional staff members and
client firms.
Because of the importance and high visibility of their jobs, advertising,
marketing, promotions, public relations, and sales managers often are
prime candidates for advancement to the highest ranks. Well-trained,
experienced, and successful managers may be promoted to higher positions
in their own or another firm; some become top executives. Managers with
extensive experience and sufficient capital may open their own businesses.
MEDIA &
ADVERTISING INSTITUTES
APPLY JOBS
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