Advertising, marketing, promotions, public relations, and sales managers coordinate their companies' market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities. 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, marketing, promotions, sales, and public relations policies.
Advertising managers. 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.
Marketing managers. 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.
Promotions managers. Promotions managers supervise staffs of promotions specialists. These managers direct promotions programs that combine advertising with purchase incentives to increase sales. In an effort to establish closer contact with purchasers—dealers, distributors, or consumers—promotions 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.
Public relations managers. 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 promotions 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. Sales managers direct the firm's sales program. They assign sales territories, set goals, and establish training programs for the sales representatives. (See the Handbook statement on sales representatives, wholesale and manufacturing). Sales managers advise the sales representatives on ways to improve their sales performance. In large, multi-product 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 environment. Advertising, marketing, promotions, public relations, and sales managers work in offices close to those of top managers. 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.
Long hours, including evenings and weekends are common. In 2006, about two-thirds of advertising, marketing, and public relations managers worked more than 40 hours a week.
| 1. | Prepare budgets and submit estimates for program costs as part of campaign plan development. |
| 2. | Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments and advertising agencies. |
| 3. | Assist with annual budget development. |
| 4. | Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications. |
| 5. | Coordinate activities of departments, such as sales, graphic arts, media, finance, and research. |
| 6. | Prepare and negotiate advertising and sales contracts. |
| 7. | Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets such as dealers, distributors, or consumers. |
| 8. | Gather and organize information to plan advertising campaigns. |
| 9. | Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised. |
| 10. | Confer with clients to provide marketing or technical advice. |
| 11. | Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns. |
| 12. | Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning. |
| 13. | Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts. |
| 14. | Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers. |
| 15. | Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals. |
| 16. | Plan and execute advertising policies and strategies for organizations. |
| 17. | Track program budgets and expenses and campaign response rates to evaluate each campaign based on program objectives and industry norms. |
| 18. | Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support and action, to further campaign goals. |
| 19. | Train and direct workers engaged in developing and producing advertisements. |
| 20. | Coordinate with the media to disseminate advertising. |
| 21. | Contact organizations to explain services and facilities offered. |
| 22. | Direct and coordinate product research and development. |
| 23. | Represent company at trade association meetings to promote products. |
| 24. | Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes. |
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