Advertising and Promotions Manager

Also called: Account Director, Account Executive, Account Manager, Account Specialist, Advertising Account Executive (Ad Account Executive)

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Advertising and promotions Managers plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

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.
Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
Coordinate with the media to disseminate advertising.
Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
Plan and execute advertising policies and strategies for organizations.
Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
Prepare budgets and submit estimates for program costs as part of campaign plan development.
Contact organizations to explain services and facilities offered.
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.
Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
Manage sales team including setting goals, providing incentives, and evaluating employee performance.
Prepare and negotiate advertising and sales contracts.
Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
Train and direct workers engaged in developing and producing advertisements.
Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support, and action, to further campaign goals.
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.
Analyze marketing or sales trends to forecast future conditions.
Analyze the effectiveness of marketing tactics or channels.
Attend or participate in conferences, community events, and promotional events related to products or technologies.
Conduct research on consumer opinions and buying habits, and identify target audiences for products, services, or technologies.
Coordinate with marketing team members and workers such as graphic artists to develop and implement marketing programs.
Develop communications materials, advertisements, presentations, or public relations initiatives to promote awareness of products and services.
Develop comprehensive marketing strategies, using knowledge of products and technologies, markets, and regulations.
Devise or evaluate methods and procedures for collecting data, such as surveys, opinion polls, and questionnaires.
Maintain portfolios of marketing campaigns, strategies, and other marketing products or ideas.

Work Context

Electronic Mail — 100% responded "Every day".
Face-to-Face Discussions — 88% responded "Every day".
Telephone — 81% responded "Every day".
Contact With Others — 72% responded "Constant contact with others".
Indoors, Environmentally Controlled — 84% responded "Every day".
Work With Work Group or Team — 61% responded "Extremely important".
Time Pressure — 58% responded "Every day".

Work Activities

Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.

Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.

Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.

Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.

Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.

Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.

Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.

Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.

Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.

Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.

Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.

Detailed Work Activities

Evaluate employee performance.
Supervise employees.
Analyze forecasting data to improve business decisions.
Analyze market research data.
Attend training sessions or professional meetings to develop or maintain professional knowledge.
Conduct market research.

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.

Active Listening

Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

Social Perceptiveness

Being aware of others' reactions and understanding why they react as they do.

Critical Thinking

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Speaking

Talking to others to convey information effectively.

Writing

Communicating effectively in writing as appropriate for the needs of the audience.

Judgment and Decision Making

Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Reading Comprehension

Understanding written sentences and paragraphs in work related documents.

Time Management

Managing one's own time and the time of others.

Complex Problem Solving

Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Coordination

Adjusting actions in relation to others' actions.

Persuasion

Persuading others to change their minds or behavior.

Monitoring

Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Active Learning

Understanding the implications of new information for both current and future problem-solving and decision-making.

Service Orientation

Actively looking for ways to help people.

Negotiation

Bringing others together and trying to reconcile differences.

Systems Analysis

Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.

Systems Evaluation

Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.

Management of Personnel Resources

Motivating, developing, and directing people as they work, identifying the best people for the job.

Learning Strategies

Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.

Mathematics

Using mathematics to solve problems.

Oral Expression

The ability to communicate information and ideas in speaking so others will understand.

Oral Comprehension

The ability to listen to and understand information and ideas presented through spoken words and sentences.

Speech Clarity

The ability to speak clearly so others can understand you.

Written Comprehension

The ability to read and understand information and ideas presented in writing.

Written Expression

The ability to communicate information and ideas in writing so others will understand.

Deductive Reasoning

The ability to apply general rules to specific problems to produce answers that make sense.

Speech Recognition

The ability to identify and understand the speech of another person.

Fluency of Ideas

The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).

Originality

The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Near Vision

The ability to see details at close range (within a few feet of the observer).

Problem Sensitivity

The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

Inductive Reasoning

The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

Category Flexibility

The ability to generate or use different sets of rules for combining or grouping things in different ways.

Visualization

The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.

Information Ordering

The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).

Flexibility of Closure

The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.

Mathematical Reasoning

The ability to choose the right mathematical methods or formulas to solve a problem.

People interested in this work like activities that include ideas, thinking, and figuring things out.

They do well at jobs that need:

Achievement/Effort

Persistence

Initiative

Leadership

Cooperation

Concern for Others

Social Orientation

Self Control

You might use software like this on the job:

Business intelligence and data analysis software

Tableau
Actuate BIRT
Google DoubleClick

Sales and marketing software

Marketo Marketing Automation
HubSpot software
Google AdWords
Webtrends software

Web page creation and editing software

LinkedIn
Facebook
Adobe Systems Adobe Dreamweaver
Adobe Systems Adobe Experience Manager (AEM)
Social media software
WordPress
Adobe Systems Adobe Flash Player

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