Becoming an Advertising Manager

Advertising managers supervise the staff of advertising departments. In larger companies, they might also supervise the creative and media departments of the company. If they are employed by an advertising agency, they act as a point of contact between the agency and its clients; if they work for a large company or corporation, they will act as a liaison between the company's advertising department and its clients, whether in-house or external.

In general, advertising is the art of communicating a message or promoting a product or service to a targeted audience through the use of media. The purpose is to increase awareness of the product or service in the public eye, and inform an audience of its benefits, thereby increasing sales. The advertising manager oversees all aspects of this effort.

Education, Training & Degrees for Advertising Manager

The majority of entry-level positions in advertising require a minimum of a bachelor's degree. This degree is most often in advertising, marketing, communication, business, or a similar subject. Additional courses in web design and computer science can also prove also helpful to keep pace with an ever-growing advertising presence on the Internet. Other areas of study which can prove beneficial to anyone entering the advertising field include courses in psychology or sociology, as these help one understand the various factors that affect consumer purchasing decisions.

A master of business administration (MBA) degree, with a focus in advertising, is often preferred, if not required, to qualify for a position as an advertising manager. Beyond this degree, extensive experience in the advertising field is an invaluable asset, as is prior management experience.

Job Responsibilities and Desired Skills for Advertising Manager

The creation and execution of a successful advertising campaign requires the efforts of an entire team of people. That team can include creative directors, copywriters, art directors, account executives, and web designers, among others. The advertising manager coordinates the efforts of this team, determines what type of advertising is most appropriate for the product (print, television, web), and oversees their design and implementation. The advertising manager determines prepares budgets and submits cost estimates; negotiates advertising and sales contracts or approves contracts negotiated by team members; and tracks the success of ad campaigns after they are launched.

To succeed in the advertising industry, all members of the ad team must be creative thinkers. They need to be effective and persuasive communicators. They must work well both alone and with teams, and they must be able to work well under direction and under pressure. Advertising managers in particular need to be focused, have good leadership and communication skills, and be flexible enough to effectively manage a team comprised of individuals who are encouraged to "think outside the box." The manager needs to possess a keen eye for the attractive presentation of graphic material, and for the psychology of what motivates people, while keeping the other eye tightly focused on the effectiveness of the ad campaign, as determined by sales.

Salary Range and Employment Outlook for Advertising Manager

The U.S. Department of Labor reports that opportunities for advertising executives and advertising managers are expected to grow at a very rapid rate well into the next decade. The Department further indicates that individuals who possess strong computer skills and knowledge in Internet marketing will have an extra competitive edge.

Figures released by the U.S. Bureau of Labor Statistics indicate that the average annual salary for advertising managers was $66,560 in 2004, or about $32 per hour. This average wage is expected to rise by about ten percent over the upcoming decade, however, as advertising managers expand their range of tasks and become more multifaceted.