Advertising Manager Job Description 2021

In a broad sense, an advertising manager is a specialist in promoting goods or services. Activities are carried out upon request and necessarily on a paid basis. The main difference between an advertising manager and a marketer is a practical approach, the absence of philosophy as such, and the use of any means to increase sales.

An advertising manager has to communicate a lot not only with the enterprise team (sales, production, logistics departments), but also to establish external contacts (politics, media, publishing houses, design services, etc.). Unlike a marketer and PR manager, an advertiser pursues the goal of creating an advertising campaign that would provide quick profits and at the same time develop partnerships.

What does an advertising manager do?

Functions and tasks of an advertising manager

Development of promotional companies and advertising tactics.
Choosing a product promotion strategy.
Increasing sales and profitability of the business (company).
Analysis of enterprise performance indicators.
Analysis of market conditions (prices, demand, competitors).
Placement of advertising materials.
Developing a client base.
Concluding contracts and conducting business correspondence.
Work with graphics and design (software, editors, presentation).

More specific functions depend on the specifics of the enterprise's activities. Most often, managers are required to work in commercial organizations, advertising agencies and the media, radio stations, newspapers and television channels.

Job responsibilities

Full support of the manager and structural divisions within the framework of the advertising strategy (information about the plan, estimated profit, sales deadlines).
Organization of the process of advertising a product or service (budget, clients, methods of conveying information, results).
Knowledge of the legal foundations and intricacies of marketing (codes, company regulations and job descriptions, contracts and financial reporting).
Development of layouts, booklets, catalogues, posters, prospectuses, advertising texts and signs.

Advertising managers constantly coordinate their activities with departments and coordinate with senior management. Works on a permanent basis or for a fee.

Marketing and Advertising Manager

In today's market there is fierce competition among commercial companies.

Marketing provides the opportunity to respond in a timely manner to all changes that affect the company’s quality indicators.

Marketing is of great importance in its activities, because... directly affects profit generation, therefore it must occupy key positions in its structure and be part of management.

Marketing Manager

The main tasks of a marketer are:

Selecting the target market;
Company product management;
Increasing the value of the product;
Increase in sales;
Creating brand awareness in the market.

They are engaged in advertising, marketing research, PR, and product promotion.

Simply put, a marketer's job is to make a company famous and successful.

Responsibilities of a specialist

His responsibilities include:

Management of commercial and sales activities of the company;
Studying the market and consumer demand;
Analysis of competitors' activities;
Building relationships with clients;
Analysis and control of performance results;
Coordinating the actions of all departments in developing the company’s commercial policy;
Puts forward ideas for more effective sales of products;
Monitors expenses and ensures that they are economically justified;
To reduce production costs, develops a plan;
Conducts advertising campaigns.

He studies the factors influencing the process of production and promotion of goods from manufacturer to consumer.

The specialist must be familiar with legislative acts relating to commercial activities, market economics, doing business, and the characteristics of the goods offered to customers; know the basics of marketing, management, sociology, psychology; be able to work on a computer.

A marketing manager can advance through the ranks to become a marketing director. Such promotion will give a positive result, because The specialist knows the company's work from the inside.

Qualities required for work

A specialist needs the following qualities to work:

Be conscientious;
Sociable;
Friendly;
Emotionally balanced;
Calm;
Erudite;
Think creatively;
Be able to communicate with people, influence them and work in a team;
Want to work and learn new things.

Advertising Manager

In connection with the development of the economy, the profession of advertising manager has appeared. It appeared in the USA at the end of the nineteenth century, the development of technology led to the formation of the advertising industry.

Advertising began to become widespread, so there was a need for specialists who understood advertising and were able to use it effectively for business development.

Various specialists work on the creation of advertising, for example, designers, copywriters, and their activities are controlled and coordinated by an advertising manager.

The responsibilities of a specialist depend on the field in which he works - trade, production, media, advertising agencies.

To become an advertising manager, you need to study and obtain a specialty in the field of communications and business, get a job and move up the career ladder.

To improve your professional level, you will have to participate in thematic master classes, attend webinars and trainings; gain experience in public speaking; learn to manage projects; keep up with innovations in the field of marketing.

Responsibilities of an Advertising Manager

Depending on the field in which the specialist works, he will be engaged in:

Promotion of the company’s web resource;
Preparation of content for its filling - advertising articles, press releases, news;
Organizing various events for clients;
Comply with the employer's requirements.

In the trading area, his responsibilities include:

Management of a complex of advertising activities;
Attracting clients;
Increase in sales.

If he works in the media, his tasks include:

Search for advertisers;
Selling advertising space and time.

The responsibilities of the advertising manager include:

Preparation of various printed materials - business cards, booklets, posters, banners, catalogues;
Drawing up advertising budgets;
Searching for profitable places for advertising, negotiating and concluding agreements with advertisers;
Analysis of the effectiveness of advertising campaigns;
Monitoring the activities of competitors;
Reducing costs for advertising campaigns;
Maintain documentation in your area.

Required skills for work:

Practical knowledge in the field of marketing and advertising;
Ability to negotiate;
Active sales experience;
Ability to work with Photoshop, Corel Draw, Adode Illustrator, Microsoft Word, Excel;
Must have artistic taste and an analytical mind;
Knowledge of foreign languages is welcome.

To work as an Advertising Manager, you must have a higher education in a specialty - economics, management, advertising, PR.

A specialist must have the following personal qualities:

Be stress-resistant;
Sociable;
Be able to manage your time:
Be able to write correctly, know the rules of the Russian language.

How are advertising and marketing similar to each other?

The task of marketing is to manage product sales processes based on analysis data, research and using promotion tools, which include advertising and PR.

Advertising is a direction in marketing, the main goal of which is to disseminate information about goods and services so that as many people as possible know about them.

Marketing and advertising are focused on obtaining economic benefits, their task is to strive for complete mutual understanding between the company and consumers.

You will learn about the features of the manager’s work by clicking on the link.

What should an advertising manager be like?

The main criteria when choosing an advertising manager are his education, experience, and creativity.

No large company enters into an employment contract without compelling reasons. The minimum requirements are 1 year of work experience (officially) or a good client base (under an employment contract).

Depending on the company's industry, the employee needs to know the legal basis of its activities.

An advertising manager must have the following qualities:

determination;
communication skills;
mobility;
comprehensive knowledge;
intuitiveness;
good manners;
loyalty;
flexibility;
stress resistance;
non-standard thinking.

IV. Rights

4.1. Get acquainted with draft decisions of the enterprise management related to the activities of the enterprise.

4.2. Take part in the discussion of issues related to the performance of his official duties.

4.3. Submit proposals for improving the advertising activities of the enterprise for consideration by management.

4.4. Sign and endorse documents within your competence.

4.5. Interact with the heads of all structural divisions, obtain the necessary (for production purposes) information and documents.

4.6. Make proposals for rewards or penalties for employees subordinate to him.

4.7. Require the management of the enterprise to provide assistance in the performance of their official duties and rights.

Like any other employee, an advertising and marketing manager has the right to use the results of the company's activities in the performance of his professional duties. Thus, he has the right to get acquainted with documentation concerning the strategic development of the enterprise, and especially in that part that relates to the advertising activities of the company.

Based on the information received, he will draw up his private goals, which will contribute to the achievement of the strategic goals of the entire enterprise. In addition, the manager has the right to make any proposals for the company's activities if he considers them appropriate under the given conditions.

The manager has the right to make decisions in his area of activity and sign documents that are within his area of competence. In addition, he can submit proposals for consideration by management to encourage or impose penalties on his subordinates, depending on the effectiveness of their work.

As a rule, an employment contract is concluded with this employee, and, therefore, all norms of labor legislation apply to him. Accordingly, he has the right to know his rights and labor responsibilities as specified in the job description, and, if necessary or disagreement, bring them up for discussion with the organization’s management.

As for liability, an employee who fails to fulfill his official duties or causes material damage to someone will have to be punished in accordance with labor laws.

What an advertising manager should know

Fundamentals of market economics and taxation.
Modern legislative framework for commercial, entrepreneurial and advertising activities.
Social psychological factors of management and sales.
Theoretical foundations of management or management, the process of organizing advertising in practice.
Ethics of business communication, stages of contractual relations and their paperwork (electronic).
Rules of office work, ability to draw up various types of documents.
Modern conditions and state of the advertising industry, its promising directions.

Are advertisers in demand now?

The profession of advertising manager appeared in the United States at the end of the 19th century. The rapid development of private business has led to the need for high-quality advertising. The same trend is now observed in Russia. Small and medium-sized businesses are especially unqualified in this regard. In many cases, advertising loses its informative properties or turns into an “epic” folk genre, the fantasies of which are limitless.

If we talk about the real prospects for the development of this profession, they are obvious. In conditions of market oversaturation, the presence of warehouses over vast territories, and an intense struggle with competitors and analogues of goods, sales grow only due to the quality and targeted advertising that is developed by competent managers.

Most advanced buyers do not fall for advertisers' tricks. And a targeted promotion strategy can even change the consumer’s attitude towards the product. Despite the demand for the profession and the large rewards, few go into advertising. It depends on many factors. Most often, the barriers are set by management itself, or the applicant has no desire to engage in such labor-intensive work.

The market economy requires the advertising manager to make sales. Having a basic theoretical knowledge is not enough to work in an office. Many managers dictate special requirements for personnel and write them down in job descriptions. If such duties are not fulfilled, the employee is asked to resign of his own free will.

Therefore, if a manager does not have an entrepreneurial flair, does not know how to analyze the advantages of a product and analogues, has poor understanding of the product range, or is simply unconvincing, one cannot count on success.

In general, the industry is promising in all areas of sales, since any business promotes its product in accessible ways. And in large commercial companies there is a marketing department that coordinates all unresolved issues with the manager.

Functional responsibilities

Since the activities of organizations can be very different, the job responsibilities of an advertising, marketing and PR manager can also vary.

But if we look at it in the most general form, the functions of this employee include the following:

preparation and implementation of advertising campaigns;
study of advertising of competing companies;
analysis of the effectiveness of ongoing promotions;
organizing relationships with the media and various advertising agencies;
expansion of the company's customer base;
budget planning for expenses for quarterly, semi-annual and annual events;
study and implementation of various innovations and modern technologies in the process of creating advertising products;
optimization and legal reduction of advertising costs;
placement of advertising materials in various public sources;
maintaining document flow in your area of work.

3.1. Organize work on advertising manufactured products or services provided in order to promote them on the sales market, informing consumers about the quality advantages and distinctive properties of the advertised goods or services.

3.2. Provide leadership, planning and coordination of advertising campaigns.

3.3. Develop plans for advertising events for one type or group of goods (services) and determine the costs of their implementation.

3.4. Participate in the formation of an advertising strategy based on promising areas for further organizational development, innovation and investment activities.

3.5. Select forms and methods of advertising in the media, their text, color and musical design.

3.6. Determine specific advertising media (newspapers, magazines, commercials, etc.) and their optimal combination.

During the course of his professional activities, an advertising manager performs a variety of functions. Among them:

thinking through specific advertising campaigns and advertising tactics of the company as a whole;
determining a promotion strategy for a specific product, product or service;
studying the statistical indicators of the advertising campaign, as well as the enterprise as a whole;
competitor analysis;
market research;
drawing attention to a specific company;
increasing sales and profits of the organization;
searching for clients;
working with graphic editors;
placement of advertisements;
business correspondence.

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However, this list of functional responsibilities is not exhaustive. The thing is that in the course of his work, an advertising manager also deals with other, smaller matters (for example, holding meetings, managing a team). In addition, depending on the specific company and the field in which it operates, the advertising manager also performs other work.

As mentioned above, the specific functional responsibilities and job description of an advertising specialist directly depend on his place of work. However, several universal responsibilities of an advertising manager can be identified.

Accompanying the company's general director, heads of structural divisions and other employees during the implementation of the advertising campaign. First of all, it includes full and detailed informing of all involved persons about the details of a specific advertising campaign, its timing, estimated profit, and the number of clients that will be attracted.
Organization of advertising campaigns and internal processes. This means that the advertising manager not only thinks over the general advertising idea, but also deals with its specific elaboration and develops an action plan. This may include tasks such as budgeting and selecting specific advertising platforms.
Every professional marketing employee should be aware of the legal side of their activities. He must know what laws, regulations and other legal documents regulate advertising activities and not violate them.
Often, at enterprises, an advertising manager partially performs design work. For example, such a specialist can develop layouts, create booklets and advertising banners.
Coordination of activities with all departments of the company. This type of work requires developed organizational skills and leadership qualities.

Advantages and disadvantages of the profession

Pros of the profession:

acquiring vast experience in the field of promoting products and services;
frequent communication with various people, participation in entertainment events;
unburdened nature of work, acquisition of multifaceted creative thinking;
great earnings and prospects;
rapid career growth.

Minuses:

increased psychological stress;
a large amount of reporting work, paperwork, working with computer programs;
high competition in the field of hiring;
high degree of responsibility for performance results;
the presence of misunderstandings regarding orders or understatements by senior management.

Requirements

The following requirements apply to advertising managers:

Secondary vocational or higher education in economics or marketing.
Experience from 1 year.
PC knowledge.

Employers are more willing to hire specialists with knowledge of foreign languages and experience in negotiations. Sometimes specific knowledge is needed, for example, understanding the rules of online promotion.

How much does an advertising manager earn?

The amount an advertising manager earns depends on what type of work he does.

The following areas have been developed in Russia:

advertising agent;
advertising manager;
Marketing and PR Manager;
contextual advertising manager;
designer-consultant;
outdoor advertising specialist;
media manager

The average salary of an advertising manager in Moscow is 50,000 rubles. The minimum wage remains at 30 thousand. In St. Petersburg, the salary level is lower. Earnings are 45,000 rubles. It is possible to find a job at the initial stages with earnings of 20,000 rubles.

The concept of average salary in management is very vague. Working as a specialist in contextual advertising via the Internet and social networks, a specialist receives a minimum income. This type of income is engaged in by the self-employed population or people with sufficient technical potential. Most often, customers find them in a specially organized environment (services, personal blogs and freelance sites) or hire them through an advertisement.

Another direction of contextual advertising is the provision of an electronic platform (advertising space on websites) at a certain rate. Such interaction is organized either individually or through advertising services.

Prospects

An advertising manager can become the head of the PR department. If you constantly improve your activities, you have the opportunity to get the position of director or head of a PR company. You can work as an advertising consultant or a guest PR manager in startup projects.

To become an advertising manager, you need to obtain a higher education. The specialty “Advertising”, “Public Relations”, “Marketing” is suitable. These professions are taught at the St. Petersburg Humanitarian University of Trade Unions, the Russian State Pedagogical University named after A. I. Herzen, and the St. Petersburg State University. In Moscow, you can enroll in the MNEPU Academy, the Institute of International Economic Relations, and the Moscow Financial and Legal University MFLA. Since advertising technologies are constantly evolving, continuing education courses are periodically required.

Managers have different incomes, its level depends on the specifics of their activities. The average income in the capital is 35-40 thousand rubles. And in St. Petersburg the salary is 20-30 thousand rubles. The level of income is determined by the quality of services offered and the experience of the specialist. In the future there is an opportunity to move to a higher salary.

Career prospects

Young professionals start working as assistants or are completely immersed in all the hardships of office work. By performing analytical work, preparing reports and calculating financial indicators, they completely move away from the advertising process. Do mostly menial work.

In small companies, an advertising specialist deals with all the work at once: design, copywriting, slogans, logos, document flow, reports. In large companies, the manager oversees these operations and is the main link between the customer and advertising providers.

Development prospects depend on the democratic organization of work and the personal merits of the manager.

Why are such specialists needed?

The responsibilities of an advertising manager depend on the area of the company where he works. Today, these specialists are needed in large trade enterprises, in the media, and specialized advertising agencies.

What does an advertising manager do in large companies? The specialist promotes goods or services. He carries out promotional campaigns and supports the sales department. In the media, an employee searches for clients who can buy advertising space (for print media, the Internet) or time (for radio or TV).

Reviews about working as an advertising manager

There is a lot of controversy on the Internet about working as an advertising manager. The profession is quite young in Russia, advertising education is poorly developed, and most newcomers face a number of difficulties.

The bulk of negative reviews come from people making cold calls to databases. The approach to the interpretation of the profession is also criticized. In essence, the vacancies offered are the work of simple operators with elements of advertising. Most of the subjects quit due to a discrepancy between job responsibilities and low income.

The second group of reviews reveals the inconsistency of the organizations themselves, which require their own customer databases. Such work is essentially representation (trade), and not a “publicity stunt”.

Other reviews shed light on working conditions. Many companies require knowledge of the specifics of printing, contacts with the media, printing houses, designers, manufacturers of advertising products, etc.

Positive reviews are left by people working in the media (magazines, Internet sites) and on television and radio. This kind of work predisposes a person to a creative mindset and develops a specialist in many ways. High wages are also noted.

Advantages and disadvantages

According to reviews, an advertising manager must be mobile, since he needs to constantly communicate with various people: from creative people to government officials. In every situation you need to be able to find the appropriate manner of communication. Managers know how to adapt to each person.

Most of the creative people that managers encounter are disorganized, which leads to wasted time. If a specialist works for a company, it may be difficult to understand the needs of customers. The advantages include the opportunity to get acquainted with various fields. Thanks to this work, one’s horizons broaden and experience emerges that can be used in any other field.

Among the disadvantages of being an advertising manager, one can highlight the great responsibility. Incorrectly chosen words can push customers away from the product, which will negatively affect business and, therefore, revenue. An undeniable advantage is the creative type of work and the opportunity to communicate with interesting people.

How to become an advertising manager

Where to study

The answer to the question of where to study is purely individual. In Russia there are more than 250 institutes (universities, colleges) with areas of advertising. They are dispersed across large cities and are not always available to graduates due to their remote location. They offer training in various specialized specialties: marketing, public relations and communications, PR management, advertising, etc.

Top universities in Moscow and St. Petersburg are:

Moscow State University
SPbSU
National Research University Higher School of Economics
RUDN University
SPbGETU LETI

In small towns, when selecting personnel, they sometimes turn a blind eye to the educational profile. To get a job, it is enough to have a higher education in the specialty “Management” or “Finance”.

What subjects need to be taken

As of 2021, in order to enter a university, graduates are required to present the results of 3 exams (Unified State Examination). Two are compulsory (Russian language and mathematics) and the third is optional.

Most advertising-oriented universities require applicants to pass an additional exam in the form of the Unified State Exam (mainly) in the following subjects:

Social science.
English language.
Literature.

Basic norms

The job description of an advertising manager consists of basic provisions that set out the rules for appointing a specialist to a position. The document indicates the employee’s manager and his replacements.

When performing the duties of an advertising and marketing manager, a specialist must take into account not only instructions, but also regulatory documents that set out the rights and responsibilities of employees. The work is carried out according to:

Internal labor regulations.
Charter of the enterprise.
Orders and resolutions of management, recommendations, instructions.
Laws of the Russian Federation establishing the rules of labor discipline.
Fire safety equipment, SanPiN standards.

How to write a resume for an advertising manager

The resume must be competent and compiled in accordance with the standards.
It is not advisable to provide false information about your experience (you may end up in an awkward situation during an interview). You can leave contact details of managers from previous places of work who can characterize you positively.
You must express your interest in obtaining the position and provide arguments in favor of your candidacy.
You should hook the employer with your experience in advertising, attach a portfolio or talk about your personal work (where and by whom it is used).
In addition to personal data, education and experience, the questionnaire should be supplemented with a description of personal qualities that will help the company in the future.

Features of work in different areas

Working in an advertising agency or PR campaign is varied and educational. During his working career, a manager works with various projects to promote goods, services and even business sectors. The work involves the implementation of a full advertising cycle - from the project development stage (estimate, plan, prices, sales forecasts or other results) right up to full support of the company. The advertising manager is responsible for the implementation of the advertising idea.
Work in an online advertising agency is carried out remotely and involves the creation, placement and control of advertising of promoted goods. For this, a variety of tools (SEO optimization, banners, advertising links, emails and promotions, teasers) and methods are used. The main task of an advertising manager is to expand the circle of potential consumers and make the product recognizable.
A radio and television advertising manager is responsible for placing commercials on air. The content, advertising idea and execution option can be developed by both the manager and the customer. The manager is obliged to monitor each client’s order and fulfill all clauses of the contract and instructions.
An advertising manager in the media and newspapers sells available space for the customer's advertising. They also search for new clients for long-term cooperation.
A remote manager (from home) is also involved in attracting customers and promoting content. In this case, the future consumer is usually unaware of the presence of advertising. Content is uploaded in the form of a review, recommendation or advice.
An advertising space sales manager works with those who want to advertise something on Internet resources, in the media, or in the form of outdoor advertising (stands, signs, screens).
An advertising manager on free message boards, for example, on Yula or Avito, attracts advertisers to sell them services.

Job responsibilities

Job responsibilities depend on the specifics of the activity and the tasks set by management. Advertising manager is a general name for several professions with different goals and requirements. Accordingly, their work functions will differ. Please check the job description or contact the employer during the interview for a complete list of responsibilities.

Over time, responsibilities may change. For example, in the first stages, the manager will recruit a client base, meet with potential advertisers and present the company’s services. He will then manage their advertising campaigns, track their performance and optimize them.

Let's look at the responsibilities of different advertising managers.

Advertising Sales Manager:

search for advertising clients - for outdoor advertising, on radio, on television, on the Internet;
“cold” and “hot” calls;
identifying customer needs, working with objections;
holding negotiations, meetings and presentations;
conclusion of contracts;
drawing up commercial proposals;
organization of advertising and promotions;
preparation of technical specifications based on customer requirements;
reporting;
monitoring the quality of the advertising campaign and customer satisfaction.

Contextual Advertising and Marketing Manager:

creating, maintaining and optimizing advertising campaigns on Google Adwords, Yandex Direct, Facebook, Instagram, VK platforms;
selection of effective key queries;
analysis of the competitive environment;
monitoring and analytics of advertising campaigns;
conversion tracking;
preparation and implementation of proposals to improve the effectiveness of the campaign;
reporting preparation.

Advertising and Promotion Manager at the company:

creation and implementation of advertising campaigns in order to increase sales of products or services;
maintaining social networks, websites, updating information in online stores;
tracking trends in the company’s field of activity and translating them into an advertising campaign;
formation of a corporate identity;
holding events and PR campaigns;
attracting ambassadors, working with bloggers to increase the popularity of products;
preparation of technical specifications for printed product designers;
ordering printed products;
analysis of the success of advertising campaigns, their optimization;
calculating the advertising budget and controlling advertising costs;
reporting preparation.

Download the job description for an advertising manager: Job description for an advertising manager

This profession requires communication skills, multitasking and creativity.

How to evaluate the KPI of an advertising manager

Key Performance Indicators is a special system for stimulating an employee for high performance results both in advertising and in sales. The coefficient is calculated based on:

company profits;
average transaction value;
number of attracted buyers;
conversion of potential consumers into buyers;
company accounts receivable;
number of repeat transactions with clients.

These indicators are compared with the planned ones and calculated as a percentage of the original ones. Thus, a kind of employee efficiency is obtained. If each of the coefficients is greater than or equal to one (100%), the employee is considered successful.

The profession of advertising manager is very in demand and highly paid if you are a specialist. When choosing a job in advertising, do not stop developing and moving forward, success is guaranteed to you.

Necessary skills for work

Knowledge skills in the work of an advertising manager are more important than diplomas and certificates. Let us dwell in detail on what such a specialist should know and be able to do.

What you should know:

legislation in the field of entrepreneurship and advertising;
market features and current trends;
the needs of advertisers from different sectors of commercial activity;
features of the promoted product or service;
theory and practice of management;
basic norms of document flow;
features of advertising media;
difference between advertising campaigns in reality, on the Internet, on radio and television;
forms and methods of conducting advertising campaigns;
computer at the level of a confident user;
graphic editors at a basic level.

What you should be able to do:

interact with various advertisers and business partners in personal communication, by phone, via the Internet;
set tasks for yourself and other employees within your competence - draw up technical assignments for copywriters, designers, web developers, directors;
evaluate the effectiveness of various advertising tools;
create an advertising campaign from scratch;
evaluate the effectiveness of the campaign, quickly make changes and optimize.

What should it be like:

active;
sociable;
organized;
positive attitude;
purposeful.

To be employed by some organizations, experience in a similar position or experience in sales is required.