Advertising, Marketing, Promotions, Public Relations, and Sales Managers
Nature of the Work
Working Conditions
Training, Other Qualifications, and Advancement
Employment
Keen competition for jobs is expected.
College graduates with related experience, a high level of creativity, strong communication skills, and computer skills should have the best job opportunities.
High earnings, substantial travel, and long hours, including evenings and weekends, are common.
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 Handbook
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.
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.
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.
Advertising, marketing, promotions, public relations, and sales managers held
about 646,000 jobs in 2004. The following tabulation shows the distribution of jobs by occupational specialty:
| Sales managers |
337,000 |
| Marketing managers |
188,000 |
| Advertising and promotions managers |
64,000 |
| Public relations managers |
58,000 |
These managers were found in virtually every industry. Sales managers held almost half of the jobs; most were employed in wholesale and retail trade, and finance and insurance
industries. Marketing managers held more than fourth of the jobs; the professional, scientific, and technical services industries employed almost one-third of marketing managers.
About one-fourth of advertising and promotions managers worked in the professional, scientific, and technical services industries, and the, information industries, including
advertising and related services, and publishing industries. Most public relations managers were employed in service-providing industries, such as professional, scientific,
and technical services, finance and insurance, health care and social assistance, and educational services.
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Copyright © 1995-2024 |
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