Occupation · SOC 11-2011
Advertising and Promotions Managers
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
Median wage
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Projected growth
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Annual openings
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per year
Employed (US)
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Job Zone 4
Typical preparation
Considerable preparation
Stackable credential programs
556 mapped
Core skills
Active ListeningSpeakingSocial PerceptivenessCritical ThinkingWritingReading ComprehensionJudgment and Decision MakingTime ManagementCoordinationComplex Problem SolvingPersuasionMonitoringActive LearningSystems EvaluationSystems AnalysisService OrientationNegotiationManagement of Personnel ResourcesMathematicsLearning StrategiesInstructingOperations AnalysisManagement of Financial ResourcesManagement of Material ResourcesTechnology DesignProgrammingScienceQuality Control AnalysisOperations MonitoringEquipment SelectionTroubleshootingRepairingOperation and ControlInstallationEquipment Maintenance
Knowledge areas
Sales and MarketingEnglish LanguageCommunications and MediaCustomer and Personal ServiceAdministration and ManagementComputers and ElectronicsAdministrativeMathematicsEconomics and AccountingEducation and TrainingPsychologyDesignPersonnel and Human ResourcesProduction and ProcessingSociology and AnthropologyPublic Safety and SecurityTelecommunicationsFine ArtsLaw and GovernmentGeographyTransportationEngineering and TechnologyPhilosophy and TheologyTherapy and CounselingHistory and ArcheologyForeign LanguageBuilding and ConstructionMedicine and DentistryMechanicalPhysicsBiologyChemistryFood Production
Technology & tools
Actuate BIRTAdRelevanceAdobe AcrobatAdobe Acrobat ReaderAdobe After EffectsAdobe Creative Cloud softwareAdobe DreamweaverAdobe Experience Manager (AEM)Adobe IllustratorAdobe InDesignAdobe PageMakerAdobe PhotoshopAdobe Premiere ProApple Final Cut ProApple iMovieAvid Media ComposerBrainworksBusiness analysis softwareConstant ContactCustomer relationship management CRM softwareData visualization softwareData warehousing softwareDatabase softwareDrupalEmail softwareExperience in Software WebplannerExtensible markup language XMLFacebookGoogle AdsGoogle AnalyticsGoogle DoubleClickHootsuiteHubSpot softwareHypertext markup language HTMLIBM Lotus NotesInstagramInventory tracking softwareJavaScriptLinkedInMailChimp
Representative tasks
Working with ComputersCommunicating with People Outside the OrganizationGetting InformationCommunicating with Supervisors, Peers, or SubordinatesOrganizing, Planning, and Prioritizing WorkThinking CreativelyEstablishing and Maintaining Interpersonal RelationshipsMaking Decisions and Solving ProblemsUpdating and Using Relevant KnowledgeSelling or Influencing OthersIdentifying Objects, Actions, and EventsProcessing InformationDeveloping Objectives and StrategiesJudging the Qualities of Objects, Services, or PeopleScheduling Work and ActivitiesDocumenting/Recording InformationAnalyzing Data or InformationPerforming for or Working Directly with the PublicPerforming Administrative ActivitiesCoordinating the Work and Activities of OthersInterpreting the Meaning of Information for OthersGuiding, Directing, and Motivating SubordinatesDeveloping and Building TeamsResolving Conflicts and Negotiating with OthersEstimating the Quantifiable Characteristics of Products, Events, or InformationMonitoring Processes, Materials, or SurroundingsTraining and Teaching OthersCoaching and Developing OthersMonitoring and Controlling ResourcesAssisting and Caring for OthersEvaluating Information to Determine Compliance with StandardsProviding Consultation and Advice to OthersStaffing Organizational UnitsHandling and Moving ObjectsPerforming General Physical ActivitiesControlling Machines and ProcessesOperating Vehicles, Mechanized Devices, or EquipmentInspecting Equipment, Structures, or MaterialsRepairing and Maintaining Electronic EquipmentDrafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment
Competency framework
Skill expectations by proficiency level.
emerging
Advertising copy and layout drafts — review and flag deviations from brand specifications under direct supervisor guidance in an agency or in-house marketing department.Promotional material components — gather and organize under direction to support campaign plan development across print and digital channels.Advertising media options — identify and compare basic formats, costs, and audience reach while assisting senior managers in media selection discussions.Campaign budget worksheets — compile cost estimates and input line-item data under supervision as part of preliminary program cost submissions.Interdepartmental meeting notes — document and distribute following conferences between sales, graphic arts, and finance staff to support coordination efforts.CRM and desktop publishing software — operate at a basic level to retrieve customer data and format promotional materials in a professional marketing environment.Advertising policies and brand guidelines — read and apply consistently when preparing entry-level promotional content for review by senior staff.Active listening techniques — apply during client and stakeholder briefings to accurately capture requirements and relay them to the broader campaign team.Media dissemination schedules — track and update under supervision to ensure timely placement of advertising content across approved channels.Campaign performance data — collect and organize from business intelligence dashboards to support monitoring reports reviewed by advertising managers.
developing
Advertising and promotional materials — plan and prepare with moderate autonomy by coordinating inputs from customers, sales teams, and external advertising agencies.Scripts, audio, video, and digital promotional assets — inspect and edit routinely to verify adherence to creative specifications and brand standards without close oversight.Media selection recommendations — develop and present to department heads by analyzing audience data, platform reach, and budget parameters in familiar campaign contexts.Cross-functional team activities — coordinate across sales, graphic arts, media, finance, and research departments to keep campaign timelines aligned and deliverables on track.Program cost estimates and budget drafts — prepare and submit independently as part of campaign plan packages reviewed by senior advertising management.Campaign team members — motivate and monitor progress toward milestone goals during mid-scale advertising campaigns with limited escalation to leadership.Advertising copy and visual layouts — evaluate using critical thinking and brand knowledge to recommend revisions before materials advance to production.Customer and stakeholder relationships — maintain through clear written and verbal communication, applying service orientation principles throughout the campaign lifecycle.ERP and project management platforms — use routinely to track campaign expenditures, resource allocation, and departmental task completion in an integrated marketing environment.Emerging media trends and platform updates — apply active learning to integrate new advertising channels into established promotional strategies with measured risk.
proficient
Comprehensive advertising and promotional strategies — plan, develop, and execute autonomously across multiple product lines by synthesizing market research, competitive analysis, and organizational goals.Advertising policies and organizational standards — formulate and enforce across all campaign phases, ensuring consistent brand expression in complex, multi-channel environments.Non-routine creative and contractual challenges — resolve independently by applying complex problem solving and deductive reasoning during high-stakes negotiations with media partners and agencies.Campaign budgets and financial projections — prepare and defend before executive leadership, incorporating detailed cost modeling and return-on-investment analysis for large-scale programs.Full campaign teams — direct, motivate, and monitor across all disciplines — creative, media, analytics, and finance — guiding performance toward strategic campaign objectives.Media dissemination plans — coordinate and optimize across broadcast, digital, print, and out-of-home channels, adapting in real time to audience performance metrics and market shifts.Analytical and scientific software — leverage to conduct systems evaluation of campaign effectiveness, translating data insights into actionable strategy adjustments for ongoing programs.Interdepartmental contract negotiations and media agreements — lead by applying advanced judgment, persuasion skills, and deep knowledge of advertising law and industry practices.Promotional content across formats — write, edit, and finalize at a senior level, ensuring oral expression, written clarity, and originality meet the highest professional standards.Systems analysis of marketing and sales pipelines — perform to identify upstream inefficiencies and recommend structural improvements that elevate overall advertising program performance.
advanced
Organizational advertising vision and long-range promotional strategy — set and champion at the executive level, aligning brand investment with business growth objectives across all markets.Enterprise-wide advertising policies — develop, institutionalize, and govern, establishing the standards by which all campaigns, agencies, and vendor relationships are evaluated and managed.Senior advertising and marketing professionals — mentor, develop, and lead, building organizational capability and succession depth across the full promotions management function.Cross-organizational campaign governance structures — design and implement to integrate sales, finance, legal, product, and creative functions under a unified promotional operating model.Major advertising agency and media partner relationships — cultivate and steward at the principal level, negotiating enterprise agreements that deliver competitive advantage and brand equity.Multimillion-dollar advertising budgets — authorize, oversee, and optimize across annual planning cycles, applying economic and accounting knowledge to maximize portfolio-level ROI.Emerging technology and platform adoption — lead organizationally by evaluating business intelligence, CRM, and web creation tools for enterprise integration and competitive differentiation.Industry thought leadership and brand positioning — advance through public speaking, industry participation, and innovation-driven campaigns that distinguish the organization in its sector.Organizational risk and reputational exposure in advertising — assess and mitigate at the leadership level using systems evaluation, legal acumen, and executive judgment in high-visibility contexts.Culture of creative excellence and achievement orientation — model and sustain across the advertising and promotions function, driving originality, accountability, and continuous improvement organization-wide.
Also known as
47 alternate job titles map to this occupation.
Account DirectorAccount ExecutiveAccount ManagerAccount SpecialistAdvertising Account Executive (Ad Account Executive)Advertising Account Manager (Ad Account Manager)Advertising Agency Manager (Ad Agency Manager)Advertising Campaign Manager (Ad Campaign Manager)Advertising Coordinator (Ad Coordinator)Advertising Director (Ad Director)Advertising Executive (Ad Executive)Advertising Manager (Ad Manager)Advertising Operations Manager (Ad Operations Manager)Advertising Production ManagerAdvertising Sales Manager (Ad Sales Manager)Advertising VP (Advertising Vice President)Brand ManagerCampaign DirectorCampaign ManagerCampaign Program ManagerCirculation ManagerClassified Advertising Manager (Classified Ad Manager)Client Services DirectorCommunications DirectorCommunications ManagerCreative Services DirectorDigital Advertising DirectorDigital Advertising Manager (Digital Ad Manager)Digital Marketing CoordinatorLeague ManagerMarketing and Promotions ManagerMarketing CoordinatorMarketing DirectorMarketing ManagerMedia DirectorMedia PromoterOnline Advertising DirectorPrint Traffic ManagerPromotional Products SpecialistPromotions Director