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Where do they study to become an advertising manager? Responsibilities of an Advertising Manager

The world owes the emergence of the profession of advertising manager to the development of the economy and the emergence of a large number of enterprises of various profiles. Advertising has become the engine of trade and, in connection with this, a large number of media have appeared on the market (TV channels, newspapers, magazines, radio, Internet sites, outdoor structures, etc.)

That depends on the company’s field of activity (trade, production, media, public organization, advertising agency or state-owned enterprise).

An advertising specialist in a trading company manages the entire range of advertising activities and provides support to the sales department in attracting customers.
If a specialist holds the position of media advertising manager, his tasks include finding advertisers and selling advertising space or time, as well as retaining clients working with the media.
An advertising agency employee performs the entire scope of actions necessary to solve the problems of the agency's clients.

Places of work

in trading or manufacturing enterprises (as an individual employee or as part of an advertising department);
in advertising agencies;
in the media;

History of the profession

The profession of advertising manager originated in the United States in the late 19th century. Technological progress and the emergence of new methods of influencing consumers inevitably led to the formation of the “advertising industry.” Advertising was becoming widespread; business required specialists who understood advertising and could use it effectively for business development. Naturally, the labor market quickly filled with such specialists.

Responsibilities of an Advertising Manager

Key responsibilities of an advertising manager:

preparation of printed materials (business cards, booklets, banners, catalogues, souvenirs, posters, etc.)
media planning and budgeting (annual, monthly, project);
advertising placement (search for profitable places or ideas, negotiations, conclusion of contracts)
- external structures;
- Internet;
- television and radio;
- printed products;
- promotions and events;
- and so on.
analysis of the effectiveness of advertising campaigns;
monitoring the activity of competitors;
optimization of advertising costs;
maintaining document flow in your area;

Requirements for an advertising manager

higher education (preferably economic profile);
1 year of work experience (practical knowledge of marketing and advertising);
experience in negotiations.

Sometimes experience in active sales, knowledge of CorelDraw, Photoshop, proficiency in English, a serious understanding of online advertising, or something else specific to the employer may be required.

Sample resume for advertising manager

How to become an advertising manager

To become an advertising manager, you must have a higher education (preferably in economics, management, advertising or PR) and certain skills and personal qualities - stress resistance, communication skills, the ability to organize your time, good command of the Russian language.

Advertising manager salary

The salary of an advertising manager ranges from 25 to 100 thousand rubles per month. Occasionally, a position offers a percentage or bonus based on performance. More often, however, there is a salary scheme. The average salary of an advertising manager is 40 thousand rubles per month.

To compete with numerous competitors, advertising and competent presentation of your products and services in the media are becoming increasingly important. Therefore, the profession of an advertising manager not only does not lose its relevance, but also gains popularity, placing ever more serious demands on applicants.

Education

In principle, there may not be any special education. However, competition in the labor market today is so high that most companies want to hire a specialist with a higher education.

If you already have a specialized education, then additional related education and various courses in the field of PR will be a big plus.

Advertising manager: job responsibilities

interact with the media;
participate in thematic seminars and conferences;
organize work on advertising and promotion of goods and services; inform potential customers about company news, discounts, promotions, etc.;
maintain contact with an established customer base;
maintain contacts with other structural divisions of the enterprise and provide them with all the necessary information;
summarize and report to superiors all important information;
plan and coordinate work on advertising campaigns;
develop plans for an advertising campaign for each specific product and calculate advertising costs;
study the market and formulate an effective advertising strategy;
choose forms and methods of advertising;
build a dialogue with designers, artists, musicians, actors, radio and television workers, journalists, etc.;
create advertising texts, slogans, formulate the concept of an advertising campaign designed for the consumer;
study the market in order to determine the most appropriate scale and timing of an advertising campaign, study the target audience from which the greatest return can be obtained;
determine specific channels for advertising distribution (Internet, newspapers, magazines, radio, television, advertising posters in the city, etc.);
develop advertising brochures, catalogues, leaflets, prospectuses, posters, work with publishing houses and printing houses;
exercise control over compliance with the principles of competition;
develop contracts related to product advertising and monitor their thorough implementation;
manage the content of the company website;
organize connections with partners;
organize a system for collecting the necessary information;
analyze the activities of competitors;
analyze the motivation of demand for various groups of goods and services, study the impact of advertising campaigns on increasing demand;
manage subordinate employees.

Knowledge, skills and abilities

creativity;
negotiation skills, communication skills;
knowledge of psychology, philology, design, marketing, journalism, branding, politics, one or more foreign languages;
good connections in the media, business environment, government agencies;
thorough knowledge of the specifics of your company’s activities;
knowledge of the specifics of competitors’ activities and the market;
Ability to work effectively with a minimal budget.

Advantages and disadvantages of the profession

It is clear that for each social environment you need to find your own language and manner of communication. Advertising managers always have to be charming, be able to “read” any person, and adapt to him.

Many creative people that advertising managers work with are not always organized enough, which will contribute to wasted time.

If the manager works in an agency, then there may be a problem of misunderstanding of customer needs and lack of insight. The advantages include the fact that, working in an agency, an advertising manager will have the opportunity to get acquainted with different areas of activity. This work will broaden your horizons and provide invaluable practical experience, which can subsequently be transferred to any other area.

TO disadvantages of the profession can also be attributed to a fairly high degree of responsibility. Any incorrectly chosen word can push potential customers away from the product and undo a huge amount of work done.

Undeniable advantage of the profession it will be that the work will be full of creativity and communication with new interesting people.

Career prospects

Responsibilities of an Advertising Sales Manager

Like any sales manager, an advertising sales manager will have the following responsibilities (regardless of the specific location):

interaction with existing clients and searching for new ones;
maintaining work reports;
consultation regarding the services provided.

At an advertising agency

In an advertising agency, an advertising sales manager finds out the client’s needs and tasks, and then sells him custom-made or existing advertising texts, printed products, images to fill the site, commercials, etc.

If the agency is engaged not only in the creation of advertising products, but also in selling them in the media, then the advertising sales manager, together with the PR manager, can participate in building a dialogue with various media.

In the newspaper

On radio/TV

In radio and television, an advertising sales manager sells airtime, helps select radio hosts and television actors, and creates the final product - audio or video.

Useful video: what to look for for those applying for the position of advertising manager

Advertising Manager is a specialist who is responsible for the effective promotion of goods and services. The profession is suitable for those who are interested in economics, social science and psychology. The profession is suitable for those who are interested in economics and psychology (see choosing a profession based on interest in school subjects).

Short description

Advertising manager is one of the most popular professions in the modern personnel market. It plays a key role in promoting various business offers, as well as in forming a loyal target audience. Advertising refers to marketing communications, so the manager develops strategies and creates products that will definitely attract the attention of potential buyers and will attract new customers.

An advertising manager has a powerful reservoir of knowledge relating to market economics, marketing, pricing principles, administration and other disciplines. The work is creative, but the activity is closely related to economic and strategic planning.

Features of the profession

An advertising manager is needed in any company - from a government agency to an online store. He knows how to find strengths in the weakest product, considering it from a commercial point of view. The responsibilities of the advertising manager include the following work:

in-depth analysis of the product or service that needs to be promoted on the market;
analysis of the target audience and competitive environment;
preparation of a marketing plan and its implementation: coordination of team actions, planning, budget calculation and appropriate spending of funds;
selection of suitable methods and channels for advertising. The manager takes part in the development of design: color, texts, sound, video and graphic design;
control of the process of creating advertising printing: banners, posters, signs, price tags and other types of products;
concluding advertising deals with business partners, interaction with SMM specialists, representatives of the media and other marketing channels;
studying the needs of customers and their reactions to an advertising campaign, analyzing the reasons for failures.

Often, the manager does not perform the listed work himself, but turns to specialized agencies. In this case, it is the agency employees who develop plans, conduct analysis, formulate concepts and look for sites for their implementation. However, the advertising manager, being a representative of the customer company, controls their activities, approving the best decisions and pointing out mistakes.

Pros and cons of the profession

pros

An advertising manager is one of the most popular specialists in the labor market, because without advertising it is impossible to sell goods and services.
The salary is quite high; in some cases, the advertising manager may qualify for bonuses and even a percentage of sales (depending on the terms of the contract).
The profession is creative, it is simply created for active communicators.
Employment prospects in respectable domestic companies.
Opportunity to make interesting and useful contacts.
Work in a creative team.
The profession is prestigious, it opens the way to career heights and stable income.

Minuses

An advertising manager has a large amount of responsibilities and obligations.
The developed advertising concept does not always arouse the interest of buyers.
High competition requires the constant generation of new ideas, which can be mentally draining and even lead to professional burnout.

Important personal qualities

The advertising manager is a real pro who always brings the job he starts to the end! He has a high level of communication skills, competence, activity, perseverance, and responsibility. This person is inclined towards both the exact sciences and the humanities, and a strong creativity also dominates in him. The primary role in the character of an advertising manager is played by creativity, the ability to think outside the box and manage a large team, and developed imagination.

Advertising manager training

To work in the field of advertising marketing, you need to get an education at a university or college, although the first option is more preferable. The priority direction if you make a choice in favor of a university is “Advertising and Public Relations” (code: 42.03.01), which is extremely popular among applicants. In Moscow universities, the competition exceeds 13 people per place, so you need to be very well prepared for the entrance campaign. Please note that for this specialty the core subject is social studies, you also need to pass 2-3 more exams (depending on the university): literature, computer science, history, foreign language. In secondary schools, worthy areas of training are open, in particular, these are the profiles “Advertising” and “Advertising Agent”. You can enter a university after 11th grade, and a college after 9th and 11th grades.

Best Universities for an Advertising Manager

National Research University Higher School of Economics.
RUDN University
MPGU.
REU im. G. V. Plekhanov.
Moscow State University named after M. V. Lomonosov.
MGIMO.
SPbPU.
SamSU.
IKBFU I. Kant.

Best Colleges

THTK.
Moscow State University College.
College of MU named after. S. Yu. Witte.
UGK im. Polzunov.
NKPiIT.

Place of work

Advertising managers can find work in private companies involved in the production and sale of products and the distribution of various services. They are also in demand in the media, advertising agencies, and marketing departments of government and educational institutions. Often, advertising managers are attracted to private individuals, for example, movie stars, politicians and others.

Wage

The salary depends on the region of residence, professional qualities, company and contract terms. Companies are happy to hire advertising managers who have a client base and established contacts with the media - such employees are most highly valued. Advertising managers who have work experience confirmed by at least 1-2 successful projects apply for an average salary. Having completed several works efficiently, the manager will receive a stable flow of orders and offers from potential employers.

Salary as of November 21, 2019

Russia 20000—80000 ₽

Moscow 40000—150000 ₽

Professional knowledge

Fundamentals of budgeting, social psychology and economics.
Media planning.
Confident use of a PC: office programs, graphic editors, sound, color, video editors.
Social Media Marketing.
Foreign language.

To increase the competitiveness of a business and promote it on the market, it is very important to correctly present your services and products in high-quality advertising and presentation.

You will learn:

What is the job of an advertising manager?
What types of advertising managers are there?
What qualities should an advertising specialist have?
What to demand from an advertising manager.
What salary should you aim for for an advertising manager?
How to choose a competent advertising manager.
How to improve the work of an advertising manager.

Why does a company need an advertising manager?

In the modern market of services and goods, in order to compete successfully, it is necessary to present qualified advertising to consumers. Therefore, now competent business leaders are investing in advertising campaigns, thereby developing their business.

Depending on the scale of the business and advertising activities, the position of advertising manager can be called differently, but most often it is: work and customer relations manager, product promotion manager, information manager, marketing manager.

Functions of an advertising manager

The responsibilities of an advertising manager are varied and require a high level of responsibility and creativity. This employee is responsible for negotiating with the media, making creative decisions, and distributing responsibilities within the department. The marketing department, under the leadership of an advertising manager, can have either a large staff or several people.
The advertising manager recruits employees for the marketing department, distributing responsibilities between them. His responsibilities also include: choosing an advertising agency, maintaining control of the advertising campaign, coordinating the interaction between other departments of the company with the marketing department.
An advertising campaign is developed for each individual product. The advertising manager, taking into account all the nuances and features of the product, selects an effective type of advertising medium, calculating the budget of the advertising campaign.
An advertising manager prepares materials for an advertising agency, providing all the necessary information about the advertised product, highlighting its advantages and identifying the target audience, and also sets goals for this advertising campaign.
Engaged in the preparation of contracts with advertising agencies for the placement and distribution of advertising.
The advertising manager creates a plan for conducting an advertising campaign, controls the implementation of plan items: writing advertising texts, creating layouts, the work of print and art departments, creating scripts and videos for video and radio advertising, placing outdoor advertising.
The responsibilities of the advertising manager also include maintaining legislative control of advertising materials. Compliance of advertising videos, texts and printed material with the requirements of the Law “On Advertising”.
Organizing product promotion at trade shows and competitions, booking advertising space, presenting the advertised product in the press and television is also included in the range of his responsibilities.
An advertising manager can relieve himself of responsibility for making layouts, writing presentation texts, and printing - by entrusting this task to his subordinates, colleagues or hired performers.
Analyzes the effectiveness of the advertising campaign and, in case of unsatisfactory results, the advertising manager, in agreement with management, makes adjustments to the conduct of the advertising campaign.

So, the presented list of responsibilities of an advertising manager is very long. If a company decides to hire a professional advertising agency to carry out an advertising campaign, the manager must know all the details of the advertising business in order to give a qualified assessment of the work performed by the agency. As a representative of the company, the advertising manager must be well aware of which advertising agencies offer the most effective services and how they can be used productively for the company.

10 strange questions for an interview with a manager that will show all his ins and outs

Non-standard questions will show how quickly the applicant thinks and how he solves problems. To build an honest conversation with a potential employee, use questions from the article in the electronic magazine “Commercial Director” during the interview.

Expert opinion

Your own advertising manager is better than a third-party agency

Natalya Tikhonova,

General Director of Kama-Leasing LLC, Nizhnekamsk

Our company had a bitter experience of cooperation with an advertising agency. We signed a joint work agreement, in which we discussed the plan and details for promoting our advertising. Several months later, joint cooperation did not bring any fruitful results. Our agreement clearly discussed places to place our advertising banners, but our advertising was not there. Representatives of the agency claimed that those places that interest us were rented out indefinitely or were not listed. But after calling the company that rents out the advertising space we need, it turns out that many of them will be free in the near future. The advertising agency representative refused to work with the firm simply because he did not receive a commission or kickback from the deal. Based on the bitter experience of such cooperation with an advertising agency, we can conclude: if a company cannot afford to work with a professional agency, there must be an employee on staff who will deal with advertising issues in the interests of the company.

How to create an advertisement and make it work 100%

Expert opinion

It is important that the advertising manager knows the specifics of the product

Vladimir Zaitsev,

General Director of Kyshtym Refractory Plant LLC, Kyshtym (Chelyabinsk region)

My company collaborated with an advertising agency. As a director, I was not always satisfied with the execution of presentation materials. Since we work in the industrial market, our product has a narrow specialty consumer, so professional advertisers do not know the intricacies of the specifics of the enterprise and product. After reviewing some points, we decided that it was best to train a full-time advertising manager in order to get the desired result and avoid problems with independent specialists.

What types of advertising managers are there?

Internet advertising manager

A specialist who manages the processes of conducting advertising campaigns and promotions that are carried out on the Internet. An online advertising manager does not write advertising texts or produce layouts and banners. His responsibilities include management and control of the advertising process, as well as analysis of the effectiveness of the campaign.

Advertising Sales Manager

With the development of the Internet in today's job market, the demand for advertising sales managers has increased significantly, and candidates with experience in this field are highly sought after. The requirements for a candidate for the position of advertising sales manager are slightly different from the requirements for a simple sales manager. The candidate must have the following qualities: communication skills, creativity, negotiation skills, media planning skills, and experience in the advertising field. The responsibilities of an advertising manager may vary depending on the advertising space being sold.

An outdoor advertising sales manager specializes in areas that are designed for visual perception. These can be billboards, banners, signs, videos on external screens, advertising that is located inside and outside vehicles.

The contextual advertising sales manager is engaged in the sale and rental of virtual advertising space. His responsibilities include searching for customers, conducting negotiations, and placing advertisements. Special exchange sites provide great assistance in the manager’s work, with the help of which you can select or rent out advertising space.

PR manager

An employee who creates a good image for the enterprise and is engaged in maintaining this image in the future. This specialty is important for any business, both small and large, so representatives of this profession are in demand in the modern labor market.

PR Manager must actively interact with the external environment, assess and predict all circumstances that affect the reputation and development of the company. This is the main difference in responsibilities from an advertising manager, who is only involved in the promotion and advertising of goods or services. The “PR man,” as he is called for short, has whole row responsibilities responsibilities he performs: conducting negotiations, ensuring relations with the public, authorities and the media. The negotiation process is divided into many stages, which requires attention and responsibility from the specialist. The PR manager prepares press releases containing information about the company for further presentation in the media, and also makes additions about the details of the company's work. Also, the responsibilities of the “PR specialist” include organizing and conducting press conferences and interviews with the company administration. Negotiating and collaborating with government officials, the public and financial investors is also part of the responsibilities of a PR manager.

Based on all of the above, we can conclude: the job responsibilities of a PR manager have a wide range, thanks to which he can create a favorable image of the company.

Customer Service Manager: responsibilities and job description

What qualities should an advertising manager have?

In modern society, the attitude towards advertising is quite specific, frankly speaking, negative. This is easily explained by the fact that advertising has taken root in all areas of life. The characters in advertising are easily identified with everyday life and ordinary people. No different from ordinary people, the characters in commercials persistently and unquestionably recommend what products to buy and what lifestyle to lead.

Since the heroes of advertising videos are no different from ordinary people, anyone can be an advertising manager. This misconception exists among ordinary people and even advertising managers themselves, which is why the importance of the profession is too understated. Accordingly, high results are achieved by those who clearly understand the specifics of the work of an advertiser, knowing what contribution the work of an advertising manager brings to the development of the company.

In every activity, successful results are achieved by those specialists whose professional skills and personal qualities are in harmony.

The positive outcome of a transaction in the advertising business, as well as in any field, depends on personal motives. For example, a customer forms an opinion about the reliability of a company based on ideas about the sales manager with whom he is negotiating. Here the main role is played personal qualities of a manager – confidence in words and actions, accurate knowledge of the product, the ability to persuade and identify a need, even his appearance and demeanor matter.

The most important quality of an advertising manager is communication skills and the ability to win over an interlocutor. An applicant for the role of advertising manager must be psychologically prepared to implement sales. Considering the specific work of an advertising manager, the personal psychological qualities of the candidate should not be neglected. After all, professional skills can be learned, but personal psychological qualities can hardly be changed.

An advertising manager, like any employee, must have strong motivation, desire to develop and work. The best option is when an employee connects his plans for the future with the future of the company. Such an employee will work effectively for the benefit of the company, perceiving the difficulties overcome by the company as his own, and approaching the matter with increased care.

One of the motivating factors is understanding the importance of advertising for the development of the entire company. The manager must clearly understand that the future development of the company and the employees who work in it is based on his work, since effective advertising activities are the key to successful promotion of goods in the consumer market.

An advertising manager must have a clear idea of what he does and why he does it. He must clearly represent the market, understanding all the characteristics of the promoted product and the needs of the consumer. In order to conduct successful sales, a manager must be able to identify the needs of a potential buyer, be able to correctly present the product, revealing its advantages and benefits.

Experienced Advertising Manager Must be proficient in sales technology, which, first of all, consist in qualitative identification of consumer needs. Identifying the client's needs should occur in a casual conversation. Having identified them, the manager needs to clearly formulate the most advantageous offer, which is impossible to refuse. The main rule of an advertising manager is to clarify all the details, listen to all wishes and make the best offer.

Advertising Manager must be able to work with objections, answering them calmly and without hostility. The key to a successful transaction is correctly identifying the client’s needs. If a client tries to enter into an argument with a manager, this indicates that the client’s needs have not been identified accurately or incorrectly.

The high effectiveness of advertising justifies the investment in it. High-quality advertising does not always have to be creative. But some managers are confident that a manager must be a creative person in order to make interesting advertising products.

Most often, highly creative advertising products are the pride of the company’s manager, but are ineffective in practice. Investments in a piece of advertising art may not bring the expected high results when promoting a product on the market. An advertising manager must have the ability to reveal the positive qualities of the advertised product, without focusing only on the external attractiveness of the product.

When an advertising campaign is under the leadership of an inexperienced manager, errors in the implementation of advertising processes and incorrect distribution of budget funds are common. Unfortunately, without them it is impossible to become a highly qualified specialist.

The experience that a manager has acquired in one company may not be useful to him in a new job if the company operates in a different area of the market, for example. Since different areas have their own sales specifics, different product properties, supply and demand, different target audiences, each market sector has its own methods for creating effective advertising.

Professionally important qualities of an advertising manager:

showing initiative;
equilibrium;
obligation;
prudence and thoughtfulness;
accuracy and precision;
ability to persuade;
desire for personal growth;
self-confidence;
pursuit of a goal;
communication skills;
sense of color;
attentiveness and visual perception;
concentration of attention;
focus on details;
ability to multitask;
the ability to visualize images from the client’s words;
ability to represent processes;
ability to describe images;
ability to analyze (classify and organize elements);
associative thinking;
developed intuition;
developed intelligence;
tact;
strategic planning;
visual-figurative thinking;
objectivity of thinking;
awareness;
ability to quickly find new solutions;
good memory;
endurance, good health, agility, good coordination of movements;
competent formulation of thoughts;
active life position;
quick orientation in the situation;
ability to find a way out of conflict situations in a short time;
leadership skills;
the ability to influence others;
organizational skills;
oratorical skills;
team collaboration skills;
resourcefulness;
the ability to clearly convey your thoughts to your interlocutor;
the ability to interest an interlocutor;
ability to establish strong contacts with people;
artistic and aesthetic view of things;
ability to manage staff.

Diseases contraindicated for an advertising manager:

cardiovascular failure and blood pressure disorders;
mental and nervous disorders;
drug addiction and alcoholism;
disruption of the hearing aid;
disorder of the vestibular apparatus and impaired coordination of movement;
nervous tic and trembling in the hands;
incurable vision impairment or loss;
speech disorder;
chronic infectious diseases;
skin diseases;
physical disabilities that are pronounced.

What are the benefits of a full-time advertising manager?

Employers' requirements for candidates for the position of advertising manager are different - it all depends on the scope of the enterprise and its size. In smaller companies, an advertising manager will handle a wide range of responsibilities. After all, the smaller the company, the more obvious it is that the manager will not be engaged only in narrowly focused work.

Thanks to the unique ideas and aspirations of a promotion specialist, it is possible to increase the profitability of a business without additional material injections. Only a full-time advertising manager, as opposed to an advertising agency, can create relevant and effective advertising, and not a standard image product. There is another priority why it is worth having an advertising promotion employee on staff rather than trusting a third-party company. Not all details and secrets of business can be trusted to your partner, since there is no guarantee that after cooperation with your company, a partner company with extensive experience will not refuse to cooperate with your competitors.
Only an engaged staff member can create a positive image of the company and establish a strong relationship with the media, unlike an advertising agency, which acts only as an executor of the task.
In connection with the adoption of the Law “On Advertising”, the advertiser must preserve the originals of the advertisement for 6 months after its release. This will allow for a complete audit of advertising. The advertising manager of your company is obliged to store the originals of advertising material and provide reporting documentation as soon as possible. Every specialist involved in advertising needs to know the law “On Advertising”. You should not get involved with an advertiser who does not know the law (by the way, he is not large in scope).
Solving non-standard issues and making unconventional decisions is the responsibility of an advertising manager. In turn, consulting companies will deal with these issues only for large fees.
In addition, a full-time advertising manager will analyze the image of your company in the consumer market, assess the situation on the part of the customer, supplier, partners and intermediaries, make changes to transform the company for the most effective work, and select a strategy for conducting a PR campaign. There are many specialists who study the factors that influence purchasing power - shape, size, quality of packaging, and color. These are expensive studies, but their payback is very high.
He will also create a proposal to improve the quality of customer service, modernize and harmonize the work of the firm's divisions, develop an advertising campaign policy in a highly competitive market, and develop a plan to address high-impact competitiveness.

Requirements for a sales manager: finding the best of the best

As typical employer requirements for a candidate for the position of advertising manager highlight the main points:

Higher education in specialty: marketing and management specialist.
Having work experience in the same field in which the employing company operates.
Ability to organize advertising campaigns.
Ability to rationally plan a budget for an advertising campaign.
Negotiations with advertising agencies, selection of manufacturers of advertising products, selection of selling sites on the Internet, conclusion of contracts.
Determining the best qualities of a product that are especially in demand among consumers, mastering the general characteristics of the goods and services that are advertised;
Design and confirmation of the unique style of the company, its signs and symbols.
Formation of advertising strategy. Selecting media that produce high results and are aimed at a wide consumer audience. Determining methods for conducting an advertising campaign, choosing forms and methods of advertising products.
Availability of skills in negotiating with representatives of the media regarding advertising placement.
Management and supervision of advertising campaigns on the Internet.
Monitoring the effectiveness of advertising campaigns. Advertising research, choosing methods for placing advertising materials, monitoring the competitive market.
Ability to maintain reporting material, monitor the competitive market.
Complete confidentiality of enterprise information data.

An advertising manager can work for a company under conditions of remote work. In this case, the specialist works exclusively to conduct advertising campaigns on the Internet and social networks, supervise one-page stores and work with the company’s website. Terms that apply to employer requirements when announcing a remote work vacancy:

part-time or flexible hours;
concluding an employment contract on part-time cooperation or a contract agreement;
visiting the company office and staying in the office if necessary;
filling and maintaining website news feeds;
preparing advertising slogans about the company’s products and posting information about them on the website;
development and design of printed advertising materials;
placement and correction of company advertising in the media and the Internet.
research of advertising productivity, assessment of visitor activity on the company’s website;
moderating online forums and maintaining correspondence with site visitors.

4 spells of a successful advertising manager

Love your company, because it gives you the greatest pleasure in life - work. You need to clearly understand that the company you work for helps you discover and realize your talents. Only the most qualified and talented employees work for the best company, and they work with you.

Love the product you are advertising, because you have no other choice. When you sell products or services, you need to be completely confident in their quality and competitiveness. If you feel unsure about the need for the product you are offering, then the consumer will most likely not be interested in it. Being confident in the quality of the product being promoted, you will find a way to convey this to the consumer.

Love your consumer, for he is the source of your company’s existence, and therefore you. An experienced manager always knows how take care of clients, knows how to convey high-quality information about the products and services of the company he represents. You must be patient, tactful, and polite. Always offer complementary services to your customers if they do not bear a financial burden.

Believe that through your work you are helping to distribute a product or service that is vitally important to people. Remember that the client will not purchase a low-quality product or service twice, no matter how attractive its advertising may be.

Motivating sales staff: an algorithm that increases sales by 40%

How much to pay an advertising manager

The salary level of an advertising manager directly depends on the size of the company and its market niche, the requirements of the employer and the amount of work performed by the employee. The average level of earnings is around 40 thousand rubles per month with full-time employment. Depending on the scale of the company, the professionalism and experience of the employee, and the location of the company, the income of an advertising manager can reach from 100 to 150 thousand rubles. The employment contract that the parties conclude between themselves discusses in detail the responsibilities and remuneration system of the manager. Salary can be in the form of a fixed salary or in the form of a percentage of the concluded transaction.

When a manager works remotely, it is possible to conclude a contract agreement that allows the manager to be paid for the amount of work actually completed, without hiring him on the company staff.

The main remuneration scheme for an advertising manager, which is most often used, is the payment of salary and bonuses. The most important factor that influences a manager's income level is the thriving business of the employer's company.

How to choose a competent advertising manager

The advertising manager is subordinate to the head of the company. The advertising products sales manager organizes high-quality interaction with advertisers. This interaction consists of the following stages:

searching for a potential client (about 70% of working time);
signing a contract;
organizing the transaction;

The choice of candidate who will be involved in one of these stages varies significantly. An advertising manager is a person with an active lifestyle, a creative and positive personality. This specialist must comply with the rules and regulations that exist at the enterprise. A specialist must be able to not only produce creative ideas, but also deal with document management. Obtaining new professional skills and improving your talents will be the best motivation for a specialist. This specialist must generate new ideas and solutions to problems when the enterprise produces the same products.

When it comes to choosing an advertising sales specialist, they look for an experienced “sales person.” It would be great if he had the ability to sense the client’s needs, like a professional psychologist. This quality will help you find clients who will generate income for the company. The specialist must also be able to present himself and present the company’s products in a high-quality manner. An active position and desire to develop will help you get a positive result.

To identify the professional qualities that a candidate for the position of advertising manager possesses, the employer needs to conduct an interview by asking him some questions.

How to interview a sales manager: valuable tips

Competencies of an advertising manager

Competence	Main manifestations in action	Possible questions
Initiative Ability to achieve set goals and high performance.	Goes beyond assigned tasks, responds quickly, and is able to make decisions and act autonomously.	Give an example of a time when you exceeded your capabilities and went beyond your planned objectives in your current job in _____________. What actions have you taken to improve your work or gain new skills? Give an example. What are your main achievements in __________? What actions and skills did you use to achieve this?
Selling ability/persuasiveness Skills in using communication techniques and elements of persuasion in order to present a product or service in a high-quality manner and reveal all its positive qualities.	Asks clarifying questions, is attentive to the interlocutor, easily gains trust and wins favor, conducts the conversation in accordance with his personal plan.	An offer that you made but failed to sell to a client/colleague/merchandiser/manager/? What methods did you use in the process of its formation? What caused the unsuccessful result? Share an example of a time you created an arrangement with a client that increased demand for your product or service. What did you do for this? What level are your clients typically at? How often have you made transactions with clients of this level? What is the highest level of clients you have transacted with?
Resistance to stress Increased tolerance to stressful environments, stabilizing a steady level of work flow under pressure, managing stressful situations in a manner that is acceptable in other organizations.	Concentrated, able to acquire and maintain relationships, overcomes stressful situations efficiently.	Have you encountered a moral or value conflict in your career? Give an example of how and when this happened. What was your reaction? Have you ever worked in situations with high levels of ambivalence and uncertainty? Give an example. What did you do in this situation? Every person experiences overload at work during their career. Give an example of how and when you were overloaded at work. What is your reaction to this situation?
Communications Ability to work with the transmission and reception of work information.	Expresses thoughts clearly and accurately, is easy to teach, goal-oriented, carefully perceives information from the interlocutor, knows how to express complex thoughts in writing, knows how to use various types of communications for professional purposes (letters, personal conversations, phone calls, e-mail).	Talk about situations in which you had to listen to and learn a lot of new material. What did you do, how did you cope? Can you perceive information through hearing? Tell us, when was the last time you used the skills you acquired? Do you like sharing information? In which case the information you exchanged produced positive results for completing tasks or projects. How do you determine which communication channel to use in this situation? Which channels do you prefer? How would you rate your writing skill? Write a short report about your last holiday so that we can assess your writing skills.
Customer Focus Ability to identify the needs of others and help solve problems.	Conducts qualified conversations with clients, knows how to resolve conflict situations, knows how and knows how to please clients, and is able to find a relationship with the client.	What is a difficult client for you? Have you ever encountered a client who was more difficult to work with than others? Share how you negotiated with him? Tell me about a time when you were faced with a difficult client situation. Your actions? To what extent is customer satisfaction important to you? Tell me about a time when it wasn't easy? What did you do? What results have you achieved?

5 steps to improve your advertising manager's performance

In the modern labor market, the profession of advertising manager is in demand. The high income and success of the company directly depends on the quality of the manager’s duties.

Step 1 . If the work of an advertising manager is unproductive, it is necessary to find out what is the reason for such an attitude towards work. All measures should be taken to change this situation. After completing this step, move on to the next one.

Step 2 . To improve the work of an advertising manager, it is necessary to determine what reasons influence the increase in productivity and determine the personal motivation for it. It is necessary to create comfortable working conditions and install air conditioning systems to maintain the microclimate in the room. Equipment for a comfortable workplace. After completing this step, move on to the next one.

Step 3. It is necessary to improve the work space, providing high-quality lighting and noise isolation. Scientists have found that in 1 second the average person can normally learn 6-7 alphanumeric characters. Due to this finding, more time should be given to perform duties. A system of incentives and bonuses should also be present in the work process. This will be a powerful incentive for the advertising manager to do his job more productively. After completing this step, move on to the next one.

Step 4. Relationships in the team also play a big role in productivity. Creating a positive microclimate will allow employees to be in mutual understanding and friendly relations, which will certainly increase profitability and bring success to your company. After completing this step, move on to the next one.

Step 5. If, after you have taken the advice and completed all the steps, no significant changes have occurred, and the advertising manager is still working half-heartedly, it is worth applying penalties. Using the “carrot and stick” principle, you will be able to increase productivity and increase sales of goods produced in your company. The position of advertising manager should be filled by a person who has a variety of skills and experience.

What should a manager be like?

The level of your sales and, accordingly, the income of the enterprise directly depends on the advertising manager. Therefore, he must be competent and professional. We will tell you about the job responsibilities of an advertising manager and disclose all the information about this position.

A good manager should have the following skills and abilities:

Communication skills. He will have to communicate with many people of very different social status and age.
Ability to make beautiful presentations and negotiations. A specialist must be able to create presentations and graphics, speak competently and convince people.
Creativity. Advertising should be unobtrusive, but at the same time catchy.
Knowledge of the basics of psychology and journalism. He will have to write press releases, articles, etc.
Understanding of the basics of marketing and branding. He must be able to sell and know what people (companies) need.
Good knowledge of English. Knowledge of other languages will be a plus, but English is usually considered a priority.
Availability of contacts and connections in the media. The manager must work among journalists, producers and TV channel workers. He must agree on the placement of articles, video and audio advertising, and advertising on the Internet.
Understanding what and how to sell. This employee must understand what he is advertising.
Good knowledge of the market. He must know everything about sales and competitors.

Availability of education

In principle, it is not necessary for this specialist to have a specialized education; it would be more correct to focus on work experience and efficiency. But everything greatly depends on the market and the level of competitors. What does an advertising manager do? ? Raises the value of your brand. Therefore he must be a professional. A professional is someone who has not only skills, but also education. A person with diplomas in journalism, marketing, psychologist, or sociologist would be suitable for this position. Various PR courses are very suitable for advanced training, where they give specific recommendations on increasing fame and promoting brands.

What should a manager do?

Let's consider what exactly are the responsibilities of an advertising manager:

Organization and holding of conferences, seminars, meetings.
Close cooperation with all media (television, radio, print media, Internet).
Organizing a mailing list (SMS, e-mail, messenger) or calling clients to bring to their attention information about new services, promotions or discounts.
Carrying out systematic and thoughtful work to promote the brand/products. To do this, it is necessary to develop a unified strategy.
Regular communication with clients, establishing and expanding connections.
Support communication with the necessary departments of the enterprise.
Planning, conducting, coordinating advertising campaigns.
Calculating the budget for a campaign, the ability to work with minimal expenses.
Building an effective promotion line by studying the market and competitors.
Writing press releases, creating slogans and a unified product/service concept.
Selection of the most effective advertising channels (thematic magazines, newspapers, external advertising, booklets, Internet, television).
Organizing meetings with partners.
In-depth analysis of competitors' actions.

Job Description for Advertising Manager may include other items. Sometimes specialists are involved in maintaining a website, writing news, cases, creating thematic content, monitoring compliance with competition rules, etc.

Who can become an advertising manager

There are quite a lot of demands on an advertising manager and he always has enough work. Who can become a good specialist? Someone who knows how to analyze, communicate with people, easily make acquaintances and fantasize. The manager must be mobile, active, personable: he will have to communicate with representatives of the media, officials, business leaders and ordinary managers. He must find a common language with representatives of any social environment, be able to see a person’s interests and adapt to him.

This specialist works with those who produce advertising. These are creative, creative individuals who are easily distracted and often miss deadlines. He must always control the process of creating and launching an advertising campaign, and conduct a comparative analysis of the market and competitors.

The advantage of this profession is the expansion of connections, horizons and communication experience, meeting new people, and business trips. The disadvantage is the high workload and responsibility. One wrong word or color combination and thousands of potential customers “fall off”.

The manager also has career growth. By doing his job well, he can become the head of the PR department, and then, having gained experience and developed huge connections, open his own advertising company. If you have free time, you can work part-time as a consultant or outsource PR manager in various projects.

Working at an agency

What does an advertising manager do? , working for an agency rather than a company? He meets with the client, finds out what product he wants to receive (printing, articles, videos, content). Then he draws up a budget (for this you need to know the prices) and approves it. If promotion goes through audio-video media, then a PR specialist can be brought in to help, if through magazines and newspapers - a journalist, through printing and outdoor advertising - a designer.

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