Advertising, marking and public relations managers

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Advertising, marketing, promotions, public relations and sales managers coordinate a firm's market research, marketing strategy, sales, advertising, promotion, pricing, product development and public relations activities.

Managers oversee advertising and promotion staffs. In a small firm, they may be liaisons between the firm and the advertising or promotion agency. In larger firms, advertising managers oversee in-house account, creative and media services departments.

The account executive manages the account services department, assesses advertising needs and maintains clients' accounts. The creative services department develops the presentation of advertising. The creative director oversees the copy chief, art director and their staffs. The media director oversees planning groups that select the communication media — including radio, television, newspapers, magazines, Internet or outdoor signs.

Promotions managers supervise staffs of promotions specialists. They direct promotion programs, combining advertising with purchase incentives to increase sales. Promotional programs may involve direct mail, telemarketing, television or radio advertising, catalogs, exhibits, special events, newspaper inserts, Internet advertisements and Web sites. Purchase incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes and contests.

Marketing managers develop the firm's detailed marketing strategy. With the help of subordinates, including product development managers and market research managers, they determine the demand for products and services offered by the firm and its competitors. They identify potential markets and help monitor trends that indicate the need for new products and services.

Public relations managers supervise public relations specialists. These managers use every available communication medium to direct publicity programs to a targeted public. They observe social, economic and political trends that might affect the firm and make recommendations to enhance the firm's image. They may produce internal company communications. They assist company executives in drafting speeches, arranging interviews and maintaining other forms of public contact.

Sales managers direct the firm's sales program. They assign sales territories, set goals and establish training programs for the sales representatives. They maintain contact with dealers and distributors. They analyze sales statistics to determine sales potential and inventory requirements and monitor the preferences of customers.

Long hours, including evenings and weekends, are common. Almost 38% of advertising, marketing and public relations managers worked 50 hours or more a week in 2000. Substantial travel may be involved. Job transfers are common, particularly among sales managers.

Training and qualifications

A wide range of educational backgrounds are 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.

For marketing, sales and promotions management positions, some employers prefer a bachelor's or master's in business administration with an emphasis on marketing. In highly technical industries, a bachelor's degree in engineering or science, combined with an MBA, is preferred.

For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. Courses should include marketing, consumer behavior, market research, sales, communication methods and technology and visual arts.

For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. Courses should include advertising, business administration, public affairs, public speaking, political science, and creative and technical writing.

For all these specialties, an internship and courses in management are recommended. Computer skills are vital.

Job outlook

Employment of advertising, marketing, promotions, public relations and sales managers is expected to increase faster than the average for all occupations through 2010. College graduates with related experience, a high level of creativity and strong communication skills should have the best job opportunities for these highly coveted jobs. Those with new media and interactive marketing skills will be particularly sought after.

Earnings

Advertising, marketing, promotions, public relations and sales managers held about 707,000 jobs in 2000. The distribution of jobs by occupational specialty:

Sales managers 343,000
Marketing managers 190,000
Advertising and promotions managers 100,000
Public relations managers 74,000

Median annual earnings in 2000 for advertising and promotions managers were $53,360; marketing managers, $71,240; sales managers, $68,520; and public relations managers, $54,540.

Median annual earnings in the industries employing the largest numbers of advertising and promotions managers in 2000:

Computer and data processing services $79,970
Advertising 58,890

Median annual earnings in the industries employing the largest numbers of marketing managers in 2000 were:

Computer and data processing services $85,750
Advertising 72,590
Management and public relations 70,170

Median annual earnings in the industries employing the largest numbers of sales managers in 2000 were:

Computer and data processing services $86,690
Professional and commercial equipment 84,770
New and used car dealers 80,680
Hotels and motels 42,210

Median annual earnings in the industries employing the largest numbers of public relations managers in 2000 were:

Computer and data processing services $86,690
Professional and commercial equipment 84,770
New and used car dealers 80,680
Hotels and motels 42,210

Related links

For information about careers and certification in sales and marketing management:

Sales and Marketing Executives International, 5500 Interstate North Pkwy., No. 545, Atlanta, GA 30328-4662.

For information about careers in advertising management:

American Association of Advertising Agencies, 405 Lexington Ave., New York, NY 10174-1801.

For information about careers and certification in public relations management:

Public Relations Society of America, 33 Irving Place, New York, NY 10003-2376.

Adapted from the Labor Department's Occupational Outlook Handbook.