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Marketing, Advertising, Sales and Pubic Relations Career Information
Advertising, marketing, promotions, public relations, and sales managers are responsible for coordinating their companies’ marketing strategy, market research, sales, advertising, promotion, pricing, product development, and other public relations functions. The owner or general manager of smaller firms may be responsible for all advertising, promotions, marketing, sales, and public relations responsibilities. An executive vice president oversees public relations policies and overall advertising, marketing, promotions, and sales in larger firms which may offer many products and services nationally or even internationally.
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Advertising managers. In small firms these managers supervise limited advertising and promotion staffs, while in larger firms these support staffs are larger. Managers of small firms might serve as liaisons with the advertising or promotion agency where many advertising or promotional functions are outsourced. Advertising managers in larger firms manage in-house account, creative, and media services departments. The account executive guides the account services department, determines the need for advertising and, in advertising agencies, services the client accounts. The staff for creative services prepares the subject matter and presents the advertising. The creative director directs the copy chief, art director, and related staff. The media director oversees planning groups that determine the communication media to be used,-for example, radio, television, newspapers, magazines, the Internet, or outdoor signs—which will distribute the advertising.
Marketing managers. Marketing managers develop a detailed marketing strategy in consultation with subordinates, including product development managers and market research managers. The managers project services and product demand offered by their company and their competitors. In addition, they select potential markets such as business firms, wholesalers, retailers, government, or the general public. Marketing managers prepare pricing strategy in order to maximize profits and increase market share while ensuring customer satisfaction. Managers in collaboration with sales, product development, and other managers, observe trends that indicate the need for new products and services, and they coordinate product development. In summary, marketing managers work in concert with advertising and promotion managers to market the firm’s products and services and to attract potential customers.
Promotions managers. Promotions managers directly supervise promotions specialist’s staffs. These managers develop promotion programs that combine advertising with sales incentives. In order to achieve closer contact with purchasers—dealers, distributors, or consumers—promotions may utilize direct mail, telemarketing, television or radio advertising, catalogs, exhibits, newspaper inserts, Internet advertisements or Web sites, in-store displays or product endorsements, and special events. Incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.
Public relations managers. Public relations managers direct public relations specialists in creating publicity programs for a targeted audience. Areas of specialty may include specific areas such as crisis management, or they may specialize in specific industries like health care. Every available communication medium is used to maintain and retain the support of stakeholders to ensure the organization’s success. Stakeholders may include consumers, stockholders, or the general public. These managers may communicate or justify the firm’s position to community or special-interest groups on health or environmental issues.
Public relations managers also evaluate advertising and promotions programs for alignment with public relations efforts and they serve as management’s eyes and ears. They research social, economic, and political trends to determine the potential impact on the firm and their recommendations are designed to enhance the firm’s image given those trends.
Public relations managers may produce internal company communications—such as newsletters about employee-management relations in consultation with labor relations managers and with financial managers in the production of company reports. They provide assistance to company executives in drafting speeches, arranging interviews, and enhancing public contact in its various forms; oversee company archives; and handle requests for information. Some of these managers may handle additional special events such as the sponsorship of races, new product parties, or other activities that promote the firms public image and reputation without using direct advertising.
Sales managers. Sales managers implement the sales program by assigning sales territories, set goals, and establish sales representative training. Sales managers tutor sales representatives on techniques to improve their sales performance. These managers in large multi-product firms oversee regional and local sales managers and their staffs. Sales managers develop long term relationships with dealers and distributors and they do analysis on sales statistics provided by their staffs to estimate sales potential, inventory requirements and to monitor and trend customers’ preferences. Having solid sales statistics is critical in ensuring effective new product development and profit maximization.
Work Environment
Advertising, marketing, promotions, public relations, and sales managers all work in offices close to top management. All of these positions are high-pressure positions due to schedules changes and the need to solve problems as they arise; nevertheless, it is still expected that deadlines and goals will be met.
These positions often involve substantial travel in order to attend association or industry trade meetings which may be required as part of their job duties. Sales managers travel to national, regional, and local sales offices and to various dealers and distributors offices. Advertising and promotions managers may travel to meet with clients or communications media representatives. At times, it is necessary for public relations managers to travel to meet with special-interest groups or government officials. Sales manager’s transfers are common between headquarters and regional offices.
Some two-thirds of advertising, marketing, and public relations managers worked more than 40 hours a week on average during 2008 so long hours involving evenings and weekend work are common.
Education Training and Qualifications
Entry into advertising, marketing, promotions, public relations, and sales managerial positions come from a wide range of educational backgrounds; however, many employers prefer applicants with work experience in related occupations.
Some employers prefer a bachelor’s or master’s degree in business administration with an emphasis on marketing for marketing, sales, and promotions management positions. Business law, management, economics, accounting, finance, mathematics, and statistics courses are also advantageous. Completion of student internships is highly recommended as well. The preferred educational background for highly technical fields such as computer and electronics manufacturing is a bachelor’s degree in engineering or science as well as a master’s degree in business administration.
Some employers prefer a bachelor’s degree in advertising or journalism for advertising management positions. The following courses are recommended to be included for preparation into these positions: marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history and photography.
The educational background preferred by some employers for public relations management positions is a bachelor’s or master’s degree in public relations. Courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing courses are considered essential and should be included in the curriculum.
Management positions in advertising, marketing, promotions, public relations, and sales management are usually filled by promoting experienced staff or related professional personnel which include former sales representatives, purchasing agents, buyers, or product, advertising, promotions, or public relations specialists. When the number of management positions is limited, such as in a small firm, advancement to a management position usually comes more slowly while in large firms, promotion may occur more quickly.
Other qualifications. Marketing, product promotion, and advertising on the Internet are becoming increasingly common so proficiency with word-processing and database applications is important and is needed to be effective in these positions. Employment opportunities in many rapidly growing areas around the country are improved with the ability to communicate in a foreign language, particularly cities with large Spanish-speaking populations.
Persons who wish to launch an advertising, marketing, promotions, public relations, or sales manager career should be mature, creative, highly motivated, able to cope with stress, flexible, and decisive. Written and oral communications skills are vital in order to communicate persuasively with other managers, staff, and the public. To be able to establish and maintain effective personal relationships with supervisory and professional staff members and client firms, these managers also need tact, good judgment, and exceptional ability.
Certification and advancement. Some associations offer Certification programs, which is an indication of accomplishment and competence, for these managers. In a competitive job market, certification is very important. While relatively few managers are currently certified, the number of managers who will seek certification in the future is expected to grow. Numerous management certification programs are available today based on education and job performance. The Public Relations Society of America offers a certification program for public relations practitioners based on years of experience, job performance and an examination.
Advancement can be accelerated by participation in management training programs provided by larger firms and by the manager’s experience, ability and leadership skills. Continuing education opportunities may be provided by firms to their managers at local colleges and universities or in-house. Firms also encourage employee participation in seminars and conferences that are often sponsored by professional societies. Numerous marketing and related associations, in collaboration with colleges and universities, sponsor national or local management training programs. Brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, interactive marketing, marketing communication, promotion, organizational communication, market research, data-processing systems procedures and management are some of the courses taught. For employees who successfully complete courses, many firms pay all or part of the cost of training.
Advertising, marketing, promotions, public relations, and sales managers, because of their high visibility and the importance of their job, are often prime candidates for advancement to higher management levels; some become top executives. If managers are well-trained, experienced, and successful they may be promoted to higher positions in their own firms or in other firms. Managers may open their own business if they have extensive experience and sufficient capital.
In 2006, advertising, marketing, promotions, public relations, and sales managers held about 583,000 jobs. The tabulation shown below shows the number of jobs by occupational specialty:
- Sales managers - 318,000
- Marketing managers - 167,000
- Public relations managers - 50,000
- Advertising and promotions managers - 47,000
Although sales managers held more than half of the jobs, these managers are found in nearly every industry. Wholesale trade, retail trade, manufacturing, finance and insurance industries accounted for most of the employment of managers. One-fourth of the jobs were held by marketing managers while the professional, scientific, technical services and finance and insurance industries employed nearly one-third of marketing managers. Approximately one-fourth of advertising and promotions managers worked in the professional, scientific, and technical services industries and wholesale trade. The service–providing industries such as professional, scientific, and technical services; educational services both public and private; finance and insurance; health care and social assistance employed most of the public relations managers.
Job Outlook
Average job growth is projected, but keen competition is expected for these highly coveted jobs.
Job growth for the positions shown above is projected to be average. It is accepted that there will be keen competition for these highly coveted jobs.
Employment change. Advertising, marketing, promotions, public relations, and sales managers employment is estimated to increase by 12 percent through 2016 which is —about as fast as the average for all occupations. Intense domestic and global competition in products and services offered to consumers and increasing activity in television, radio, and outdoor advertising will help to drive job growth.
Projected employment growth varies by industry. Employment is projected to grow much faster in scientific, professional, and related services like computer systems design and related services, advertising and related services than the average. The trend is for businesses to increasingly hire independent contractors for these services instead of adding more full-time staff. In contrast, a decline in employment is expected in many manufacturing industries.
Job Prospects. There will be keen competition for advertising, marketing, promotions, public relations, and sales manager jobs as other managers or highly experienced professionals seek these highly coveted jobs. College graduates with related experience; a high level of creativity, and strong communication skills should have the best job opportunities. Those who have the computer skills to conduct advertising, marketing, public relations, promotions, and sales activities on the Internet will be particularly sought by employers.
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