What does an Advertising and Promotion Manager do?

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

Jobs Roles

  • Prepare budgets and submit estimates for program costs as part of campaign plan development.
  • Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
  • Assist with annual budget development.
  • Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.
  • Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
  • Prepare and negotiate advertising and sales contracts.
  • Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
  • Gather and organize information to plan advertising campaigns.
  • Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
  • Confer with clients to provide marketing or technical advice.
  • Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
  • Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
  • Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
  • Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
  • Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
  • Plan and execute advertising policies and strategies for organizations.
  • Track program budgets and expenses and campaign response rates to evaluate each campaign based on program objectives and industry norms.
  • Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support and action, to further campaign goals.
  • Train and direct workers engaged in developing and producing advertisements.
  • Coordinate with the media to disseminate advertising.
  • Contact organizations to explain services and facilities offered.
  • Direct and coordinate product research and development.
  • Represent company at trade association meetings to promote products.
  • Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes.
  • Manage sales team including setting goals, providing incentives, and evaluating employee performance.
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