Advertising Manager

How to become a Advertising Manager, Advertising Management - TheCareerHub
  • Growth
  • Salary
    RS 72000-108000

Who is Advertising Manager?

Advertising Managers are the professionals whose efforts are geared towards designing and directing unique and creative advertising campaigns for the company to promote interest in its product/service. They oversee all the promotional and advertising efforts of the company geared towards piquing the interest of the potential buyers to ultimately drive purchase intent. They collaborate with art directors, the sales team, as well as the finance and marketing departments to develop advertisements.

From the medium of advertising to the purchasing incentives that advertisements include, each detail is supervised by the advertising manager.The company`s revenue is directly affected by the work of its advertising manager. Using their insights about the market trends and the needs of the consumers, they ensure that the advertisements rolled out by the company conveys an accurate image of the brand, raises awareness about the brand/product/service, and entices the clients to purchase the product/service.

An advertising manager is responsible for the way in which the customers view the company. They interact with sponsors and media/advertising/promotion agencies for this effect. Advertising managers are common in advertising agencies and large newspapers such as the "Houston Chronicle," where they direct overall sales and creative functions.Newspapers and magazines frequently hire retail advertising managers to oversee business-generated advertising operations, as well as classified advertising managers to direct classified advertising revenue and staff.

A corporate advertising manager frequently collaborates with an outside agency to plan and execute advertising campaigns. An advertising manager may plan a sales staff incentive contest, work on the budget, and meet with a large potential advertiser in a given week. A candidate for advertising manager frequently has experience in advertising sales, marketing, or communications. She may also be creative in her design and be familiar with spreadsheets and other budgeting tools. Another valuable asset is strong computer skills, including familiarity with Internet advertising parameters. Although there is no single career path for an advertising manager, a bachelor`s or master`s degree in a business-related field helps prepare her for the position`s diverse demands.

Typical day at work

What does Advertising Manager do?

An advertising manager designs, formulates, plans, and coordinates the policies, agendas, and programs that propagate the propaganda of the advertising services of a company.

The advertising manager creates a detailed layout of the designs and various copies of the script, the audio-visual material, the props enhancing the advertising services leading to the promotions and selling of the products of the company.

These professionals plan the entire draft in terms of how to market the product in such a manner that the consumers hear, watch or read about the company's products subtly and feel inclined to buy them automatically. These managers also plan and execute different advertising policies and reframe (or change) the old strategies whenever required.

The specific duties of the advertising manager may differ with regards to the organization. However, below are the typical responsibilities that most advertising managers are tasked with;

  • Supervise and coordinate the development of sales and communications materials
  • Identify the needs of the company/client to establish objectives and devise advertising plans in accordance with the same
  • Inspect layouts, examine the presentation and content of all advertising materials, review the same for approval to publish
  • Conduct market research studies, analyze sales trends, customer needs, evaluate the effectiveness of various marketing tactics and use the insights gathered to develop effective advertisement strategies
  • Make decisions regarding the selection of appropriate advertising media (such as print, billboards, television, social media platforms etc) and campaign duration
  • Hire, train, and supervise the activities of the advertising department 
  • Monitor the progress of the advertising activities and evaluate the response rates against the established objectives, assess the cost-benefit ratio of the same
  • Collaborate with the finance department to develop pricing strategies for the product/service, advertising contracts, as well as discuss purchasing incentives to be used (such as discounts, coupons, contests)
  • Prepare budgets for advertising/promotional campaigns, submit cost estimates, and track expenses
  • Negotiate contracts with advertising media agencies and other external parties, coordinate schedules for placement of advertisements
Abilities & aptitude needed

What are the skills, abilities & aptitude needed to become Advertising Manager?

Marketing Advertising management is a critical component of marketing. As a result, you must be able to comprehend your organization's marketing objectives as well as the role advertising plays in achieving those objectives. You use your marketing knowledge to develop the strategy and goals for an advertising campaign, which may include increasing product awareness, generating leads for the sales force, or developing a strong brand. Media To make the best use of your advertising budget, you must be able to identify the target audience for your campaign and choose the media that will provide the most cost-effective coverage of the audience. With a variety of print, television, radio, and outdoor media options, as well as a growing range of digital media, you'll need strong analytical skills to review and assess statistics and research from media owners.

Creativity You must be able to collaborate with designers and copywriters to generate strong creative ideas in order to create advertising campaigns that have an impact and persuade the target audience. Although you may have to come up with the creative ideas yourself, you must provide the creative team with the information and direction they need to come up with ideas that are relevant to the audience. Your job is to write a brief that outlines the campaign's objectives, as well as a detailed profile of the target audience and the reasons for purchasing your product. The brief also summarises the key campaign messages and provides technical information about the medium on which the advertisement will appear.

Communication To deal with a diverse range of specialists both inside and outside your organisation, you must have strong communication and presentation skills. You work with sales, marketing, and product development colleagues to gather background information for your campaign and present your proposals. You must also work with board members and senior financial executives to obtain programme approval and budgets. In advertising agencies and media companies, you collaborate with creative teams or account managers to create campaigns. Management of Projects General management skills are required for advertising managers. You are in charge of allocating and monitoring a budget in order to meet advertising goals.

To plan and monitor the various stages of campaign development so that advertising content is ready for publication, you must have strong project management skills. Increasing Your Contacts Interpersonal communication creates stages in a relationship: time and energy investment, commitment, trust, and comfort level. You are investing in the relationship when you initiate and promptly return media phone calls. This, in turn, persuades the media to commit to a relationship; they see opportunities in the relationship that make it worthwhile to put in the effort. Trust develops as a result of your relationship. One example is a reporter withholding a storey until you give him permission to print it. As you progress through this process, you and the media become more at ease with one another, resulting in a strong media relations programme.


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Career Outlook

What does the future look like for Advertising Manager?

An advertising manager can be involved in spearheading the advertising activities of the organization as a whole, a specific department of the organization, or with regards to a specific product/service it offers. Most often they are employed by advertising and public relations agencies as well as manufacturing companies, telecommunications industry among others. It is a typical 9 to 5 office job, but the work hours may be extended depending on deadlines, with occasional travel to meet with certain clients and media representatives. Hands-on experience is invaluable in this field which necessitates vocational or on-the-job training. While most advertising managers work as full-time in-house employees, they can opt for part-time work as well. Since their work has a significant effect on the company`s revenue generation and the company image, advertising managers work closely with top executives to ensure their output aligns with the company`s expectations and guidelines.

With the rise of digital media, many companies are tailoring their advertisement and marketing strategies to the digital landscape, leading to an increase in the demand for advertising managers, especially for those who are able to adapt their skills to digital advertising. Overall employment of advertising, promotions, and marketing managers is expected to grow 10% from 2020 to 2030, roughly in line with the national average for all occupations. On average, 31,100 openings for advertising, promotions, and marketing managers are expected each year over the next decade. Many of those openings are expected to be created as a result of the need to replace workers who transfer to different occupations or leave the labour force for other reasons, such as retirement.

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