The designation "advertising manager" has several other names in the industry, including account executive, marketing manager, advertising sales manager, promotions director, and advertising director. The function of the advertising manager is to conceive the strategy of and implement the promotional component of the marketing mix.

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	The function of the advertising manager is to conceive the strategy of and implement the promotional component of the marketing mix.

The Job Responsibilities of an Advertising Manager

An advertising manager is usually required to perform most or all of the following sets of duties:

• Preparing budgets and estimates for components of the advertising campaign
  
  
• Preparing or helping with development of the annual budget
  
  
• Managing the planning and preparation of promotional matter, ensuring that it is consistent with the advertiser's marketing strategy
  
  
• Meeting with clients and officials across departments to coordinate campaigns

• Scrutinizing, copying, and editing promotional material and ensuring it conforms to guidelines
  
  
• Forming and negotiating contracts
  
  
• Coordinating activities across the various departments of the agency
  
  
• Developing contacts for promotional campaigns
  
  
• Collecting and sorting information to build advertising campaigns
  
  
• Overseeing the results of campaigns to determine their effectiveness
  
  
• Keeping up with industry trends

Depending upon the agency or employer, the advertising manager may also have to perform the following duties:

• Acting as an agent for advertising accounts
  
  
• Supporting presentations and product demonstrations when launching new campaigns
  
  
• Motivating and mobilizing the campaign team to meet objectives
  
  
• Drawing up and implementing advertising strategies for companies and clients
  
  
• Engaging in public relations activities
  
  
• Training new employees
  
  
• Marketing the services of the agency to present and potential clients
  
  
• Conducting product research and development
  
  
• Representing the company at industry conferences and other events

The Skill Set of an Advertising Manager

Anyone applying for a job as an advertising manager must possess the following skills and attributes:

• The ability to write effectively
  
  
• A passion for helping people in the industry
  
  
• Strong listening skills
  
  
• The ability to manage his or her own time and that of others
  
  
• Decision-making skills
  
  
• Effective communication and public-speaking skills
  
  
• The ability to use logic to decide between alternative options
  
  
• Problem-solving capabilities
  
  
• The ability to be persuasive and motivate others
  
  
• Sufficient financial skills to manage resources
  
  
• The ability to coordinate and oversee the actions of workers to generate team effort
  
  
• A passion for instruction and teaching
  
  
• Negotiation skills
  
  
• Social awareness
  
  
• The ability to make quality-control decisions and evaluate systems
  
  
• Inductive reasoning skills, or the ability to link pieces of information to reach a conclusion
  
  
• Deductive reasoning skills, or the ability to apply general rules to particular problems
  
  
• Innovation and originality
  
  
• The ability to generate multiple ideas quickly by brainstorming

These are the principal duties and skills of an advertising manager, although specific requirements may vary across organizations and designations. The job of an advertising manager is both glamorous and demanding. For some, it is one of the most fulfilling jobs in the industry.

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