Advertising is one of the key factors in the areas of trade and services. The reaction of consumers and clients to it and the level of profit of the company depend on the quality of the presentation of the product. This feature makes the profession of an advertising specialist or manager in demand and profitable. But when choosing this direction, you need to take into account its specifics. First, customers are usually difficult to please. Secondly, an advertising project may turn out to be a failure. And in this area, it only takes one serious mistake to lose your hard-earned credibility and lose clients.
Job Description: Advertising Specialist
An advertising specialist is a person who is involved in its development or direct creation. At the same time, you need to understand that in advertising there are a lot of professions of different types and formats. Often a whole team of professionals works on one project. They jointly decide which promotion scheme to choose in order to increase sales, expand the audience, make the brand more recognizable, or simply draw attention to an event.
Important personal qualities
The main quality that an advertising specialist needs is creativity. Work in this area is largely creative, so good taste and artistic talents will not be superfluous. A representative of the advertising business must be able to promote his services. Self-confidence, communication skills, and the ability to persuade will help him with this. Having organizational skills will also be of great benefit. Advertising professionals often have to work with creative people who find it difficult to adhere to rules and timelines. Also, such an employee must be patient, self-possessed, punctual, easy-going, and trainable.
An advertising manager is a highly paid and very exciting profession; the work involves communication and generating creative ideas.
Job responsibilities
Depending on the type of activity, as well as the tasks assigned, the responsibilities of an advertising employee may be as follows:
- study of a brand, object, line, brand, event that is subject to elaboration;
- drawing up a work scenario in terms of promoting the project, creating a certain image for it and maintaining it;
- analysis of statistics on the object, making forecasts for it in case of promotion in one way or another;
- drawing up a plan for promoting the project within the established budget;
- carrying out actions provided for by the advertising campaign;
- compiling reports, collecting statistics, making changes to the work scheme in order to increase its efficiency.
Expert opinion
Ekaterina Kolokolova
Career guidance. Certified specialist in the problems of children's involvement in learning. She has more than 10 years of experience in conducting seminars, trainings and lectures with audiences of all ages.
The specific list of responsibilities of an advertising specialist depends on his position and tasks. Some representatives of the profession are responsible for negotiations with clients, others collect information, others need to come up with a work plan, and others need to implement it.
Example of a job description
Example instructions (page 2)
Example instructions (page 3)
Professional knowledge
To obtain a specialty, it is not necessary to have a higher education, but it will be a significant advantage. Firstly, reputable employers prefer to form their staff from professional personnel. But, if you first gain experience in small organizations, this point may be omitted. Secondly, obtaining an education at a university gives the graduate not only a diploma, but also the knowledge necessary to work in the field.
An advertiser must know and be able to:
- how to conduct statistical research and analyze the data obtained;
- how to organize the work of people who are part of the project team, as well as third parties connected to it;
- how to properly draw up a budget and effectively manage these funds;
- how to increase sales volumes, attract clientele, create a positive image of objects;
- how to conduct various types of reporting for your own convenience, as well as interaction with the customer/employer.
To work effectively, an advertiser will need knowledge in the field of design, branding, marketing, psychology, finance, and politics. Knowledge of at least one foreign language will be a big plus. When working in a narrow field, an information base in the field is required.
Pros and cons of the profession
- Today, advertising represents the basis of all areas of human life. It is used in trade and services. Politics, social projects, and production cannot do without it. It is needed by government agencies, the media, representatives of show business, and Internet entrepreneurs.
- Such demand allows a professional to find his niche and gives a chance to realize his potential.
- Positive aspects also include: a high level of earnings, useful connections, an abundance of career options and prospects.
- The main disadvantage of the direction is the high level of competition. To get into a reputable company, you need to have a choice: a diploma from a prestigious university (better than a foreign one), connections, experience and authority, good internship results.
- At the same time, a couple of unsuccessful projects or not very convincing presentations that lead to the loss of clients can be the reason for dismissal.
- It is also worth considering that working in advertising is mentally and physically exhausting. You need to think a lot, do even more, control a lot of little things, and be able to find a common language with performers and clients.
Job Description for Advertising Manager
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We bring to your attention a typical example of a job description for an advertising manager, sample 2021. Job Description for Advertising Manager
should include the following sections: general regulations, job responsibilities of the advertising manager, rights of the advertising manager, responsibilities of the advertising manager.
The job description of an advertising manager should reflect the following points:
Responsibilities of an Advertising Manager
1) Job responsibilities.
Organizes work on advertising manufactured products or services provided in order to promote them to sales markets, informing consumers about the quality advantages and distinctive properties of the advertised goods or services. Provides leadership, planning and coordination of advertising campaigns. Develops plans for advertising events for one type or group of goods (services) and determines the costs of their implementation. Participates in the formation of an advertising strategy based on promising areas for further organizational development, innovation and investment activities. Selects forms and methods of advertising in the media, their text, color and musical design. Determines specific advertising media (newspapers, magazines, commercials, etc.) and their optimal combination.
The advertising manager needs to know
2) An advertising manager, when performing his duties, must know:
legislative and regulatory legal acts regulating entrepreneurial, commercial and advertising activities; basics of market economy, entrepreneurship and business; market conditions; pricing and taxation procedures; theory and practice of management; organization of advertising business; advertising means and media; basics of business administration, marketing; forms and methods of conducting advertising campaigns; the procedure for developing agreements and contracts for organizing and conducting advertising campaigns; ethics of business communication; fundamentals of sociology, general and special psychology; fundamentals of production technology, management structure of an enterprise, establishment of an organization, prospects for innovation and investment activities; basics of organizing office work.
3) Qualification Requirements
. Higher professional education (specialty in management) or higher professional education and additional training in the field of management, work experience in the specialty of at least 2 years.
General provisions
1. An advertising manager belongs to the category of managers.
2. A person with a higher professional education (in the specialty of management) or higher professional education and additional training in the field of management, with at least 2 years of work experience in the specialty, is accepted for the position of advertising manager.
3. The advertising manager is hired and dismissed by the director of the organization.
4. The advertising manager must know:
- legislative and regulatory legal acts regulating entrepreneurial, commercial and advertising activities;
- basics of market economy, entrepreneurship and business;
- market conditions;
- pricing and taxation procedures;
- theory and practice of management;
- organization of advertising business;
- advertising means and media;
- basics of business administration, marketing;
- forms and methods of conducting advertising campaigns;
- the procedure for developing agreements and contracts for organizing and conducting advertising campaigns;
- ethics of business communication;
- fundamentals of sociology, general and special psychology;
- fundamentals of production technology, management structure of an enterprise, establishment of an organization, prospects for innovation and investment activities;
- basics of office management;
- modern means of collecting and processing information;
- means of computer technology, communications and communications;
- forms and methods of working with personnel, labor motivation;
- basics of labor legislation;
- advanced domestic and foreign experience in advertising business;
- internal labor regulations;
- rules and regulations of labor protection, safety, industrial sanitation and fire protection;
5. In his activities, the advertising manager is guided by:
- legislation of the Russian Federation,
- Charter of the organization,
- orders and instructions of the director of the organization,
- this job description,
- Internal labor regulations of the organization.
6. The advertising manager reports directly to the director of the organization, ___.(specify position)
7. During the absence of the advertising manager (business trip, vacation, illness, etc.), his duties are performed by a person appointed by the director of the organization in the prescribed manner, who acquires the corresponding rights, obligations and is responsible for the performance of the duties assigned to him.
Responsibilities of an Advertising Manager
Advertising Manager:
1. Organizes work on advertising manufactured products or services provided in order to promote them to sales markets, informing consumers about the quality advantages and distinctive properties of the advertised goods or services.
2. Provides leadership, planning and coordination of work on advertising campaigns.
3. Develops plans for advertising events for one type or group of goods (services) and determines the costs of their implementation.
4. Participates in the formation of an advertising strategy based on promising areas for further organizational development, innovation and investment activities.
5. Selects forms and methods of advertising in the media, their text, color and musical design.
6. Determines specific advertising media (newspapers, magazines, commercials, etc.) and their optimal combination.
7. Studies the sales market and consumer demand in order to determine the best time and place for advertising, the scale and timing of advertising campaigns, the circle of people to whom advertising should be directed, focusing it on target groups by profession, age, purchasing power, gender.
8. Organizes the development of advertising texts, posters, prospectuses, catalogs, booklets, controls their quality, ensuring visibility and accessibility of advertising, compliance with public morality, avoiding violations of competition rules.
9. Monitors the development and implementation of agreements and contracts for advertising products or services.
10. Organizes connections with business partners, a system for collecting the necessary information and expanding external relations in order to improve advertising activities.
11. Analyzes the motivation of demand for manufactured products or services provided, organizes a study of customer needs and determines the direction of advertising campaigns.
12. Maintains the necessary connections with other structural divisions of the enterprise, institution, organization in the process of developing and conducting advertising events, attracts consultants and experts to solve assigned problems, invites well-known and popular persons to participate in advertising, concluding agreements with them on a commercial basis.
13. Supervises subordinate employees.
14. Complies with the internal labor regulations and other local regulations of the organization.
15. Complies with internal rules and regulations of labor protection, safety, industrial sanitation and fire protection.
16. Ensures cleanliness and order in his workplace.
17. Carry out, within the framework of the employment contract, the orders of the employees to whom he is subordinate in accordance with these instructions.
Advertising Manager Rights
The advertising manager has the right:
1. Submit proposals for consideration by the director of the organization:
- to improve work related to the responsibilities provided for in this instruction,
- on the encouragement of distinguished employees subordinate to him,
- on bringing to material and disciplinary liability the employees subordinate to him who violated production and labor discipline.
2. Request from structural divisions and employees of the organization the information necessary for him to perform his job duties.
3. Get acquainted with the documents defining his rights and responsibilities for his position, criteria for assessing the quality of performance of official duties.
4. Get acquainted with the draft decisions of the organization’s management relating to its activities.
5. Require the management of the organization to provide assistance, including ensuring organizational and technical conditions and execution of the established documents necessary for the performance of official duties.
6. Other rights established by current labor legislation.
Advertising Manager Responsibilities
The advertising manager is responsible in the following cases:
1. For improper performance or failure to fulfill one’s job duties provided for in this job description - within the limits established by the labor legislation of the Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage to the organization - within the limits established by the current labor and civil legislation of the Russian Federation.
Advertising Manager Job Description - 2021 Sample. Job responsibilities of an advertising manager, rights of an advertising manager, responsibilities of an advertising manager.
Famous representatives of the profession
William Bernbach
Legendary figure in the history of American advertising
He is one of the founders of the Doyle Dane Bernbach (DDB) agency and the author of the “Think Small” advertising campaign for the Volkswagen Beetle, which is considered the best campaign of the 20th century
More details
David Ogilvy
"The Father of Advertising"
Founder of advertising agencies Ogilvy & Mather, Ogilvy PR, successful copywriter
More details
Reasons to choose the profession “Advertising Manager”
The benefits of this profession include:
- high wages;
- relevance and demand in the market;
- creative realization;
- gaining experience that can be applied in other areas of activity.
Advertising manager is a specialty that allows you to make useful contacts with different people, from bohemians and journalists to government officials. It is ideal for creative people with out-of-the-box thinking who know how to generate original ideas and bring them to life.
What specialty can you get?
By studying at a higher educational institution in the field of “Advertising”, you can become:
- an expert in contextual advertising - creating banners, animated images or videos for placement on websites and redirecting clients to the customer’s website;
- public relations manager - responsible for the formation and maintenance of the image (image) of the company, brand, product line;
- e-mail marketer - expands the company’s customer base by creating enticing messages for email distribution;
- art director - a senior employee who manages a specific project or the work of an entire advertising department;
- marketer - studies the needs of consumers and the specifics of the market, analyzes statistics and the results of already used methods of promoting products;
- creator - an expert in the field of creating an individual image of a project or company, on which public opinion about this object will depend;
- media buyer - negotiates with representatives of radio, television, print media and various advertising platforms to provide advertising time or space;
- digital strategist - a creative who combines the responsibilities of an analyst and marketer;
- geomarketer - conducts research in terms of location traffic, selects optimal locations for stores or other commercial outlets, as well as advertising;
- SMM manager - plans and implements measures to promote websites, as well as various products through the media space.
If you don’t have a specialized education, but have a beautiful and competent style, you can become a copywriter. Such an employee writes selling texts, comes up with slogans, and creates memorable descriptions for products. Even at the training stage, you can work as a promoter, trying your hand at directly promoting goods and services.
An advertising manager is a specialist who takes certain actions to promote a brand of product, service or idea to the market.
I. General provisions
1. A person with a higher education - a bachelor's degree - is appointed to the position of advertising manager.
2. No practical experience is required.
3. Appointment to the position of advertising manager, as well as dismissal from it, is made by order of the head of the organization.
4. The advertising manager must know:
4.1. Civil legislation of the Russian Federation
4.2. Marketing technologies
4.3. Basic methods of collecting, processing, analyzing and visually presenting information
4.4. Corporate standards, regulations and other local regulations governing professional activities
4.5. Organization of a sales and distribution system, planning of wholesale and retail sales
4.6. Marketing technologies and brand management technologies
4.7. Technologies for market segmentation, positioning of products and companies, assessment of the competitiveness of products and competitors
4.8. Basic principles of organizing an advertising campaign
4.9. Methods for assessing the position of an Internet site in search engines
4.10. Fundamentals of project activities
4.11. Principles of constructing and assessing feedback from consumers of media products
4.12. Labor protection, industrial sanitation and fire safety rules
4.13. _____________________________________________________________________
5. The advertising manager reports directly to ___________________.
6. During the absence of the advertising manager (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the corresponding rights and is responsible for their proper execution.
7. ________________________________________________________________
Features of career growth
The advertising field is perfect for active and ambitious people who are committed to constant professional progress. Even if you don’t have any specialized education at the start, you can grow from a promoter to a creative director in just a few years. The main thing is to understand not only the specifics of the advertising business, but also the characteristics of a particular area. Career development is possible both vertically and horizontally. For example, some copywriters earn many times more than advertising agency heads.
Example resume
Sample resume (page 2)
II. Job responsibilities
The responsibilities of the advertising manager include:
1. Organization of marketing research in the field of media:
— Search for statistical and analytical information characterizing the situation on the market for media products
— Search and selection of organizations carrying out marketing research, conducting sociological surveys, providing information and providing other services necessary to analyze the situation on the market for media products
— Drawing up and concluding contracts for conducting marketing research, sociological surveys on the provision of information or provision of other services necessary to analyze the situation on the market for media products
— Monitoring the implementation of the contract, accepting the results of marketing research, sociological surveys, other works and services necessary to analyze the situation on the market for media products
— Analysis based on available data of the situation on the market for media products
— Determining the target audience of consumers of media products
2. Development of a marketing strategy for media products:
— Development of a concept for promoting media products, formation of communication goals and marketing strategies
— Selection of marketing technologies and tools to convey the necessary information to the consumer
— Development and justification of a draft pricing strategy for the organization, including proposals for prices for media products
— Development of an action plan to promote media products
— Coordination of the marketing strategy with the goals, objectives and strategies of other departments and the organization as a whole
— Formation of a draft budget for the implementation of measures to promote media products
— Presentation of draft management decisions on promoting media products to the management of the organization
3. Organization of events to increase sales of media products:
— Preparation of proposals for departments involved in the development of advertising materials necessary for promoting media products
— Search and selection of organizations engaged in the development and placement of advertising materials necessary for promoting media products, promotion of the Internet site of media products in search engines
— Drawing up and concluding an agreement for the development and placement of advertising materials necessary for promoting media products, promoting the website of media products in search engines
— Monitoring the implementation of the contract for the development and placement of advertising materials necessary to anticipate media products, promoting the website of media products in search engines
— Organizing the presentation of promoted media products at public events
— Organization of projects aimed at increasing awareness of media products, including charity events
4. Monitoring and evaluating the effectiveness of media product promotion results:
— Development of a system of indicators to assess the effectiveness of measures to promote media products
— Organizing the collection of information about the recognition of promoted products in the media, consumer satisfaction, consumer opinions about the characteristics of promoted products
— Search and selection of organizations conducting sociological surveys, concluding contracts for conducting sociological surveys
— Analysis of the effectiveness of media product promotion
— Development of proposals for adjusting strategies and programs for promoting media products
Wage
When choosing a career in advertising, you should prepare for a difficult start. Beginners, regardless of their field of activity, here first receive 20-30 thousand rubles. Many are willing to intern for free at large advertising agencies in order to have the opportunity to prove themselves and receive a job offer. The salary of experienced employees depends on themselves and the quality of their work. It can range from 50-60 thousand rubles to several hundred thousand rubles per month.
Where can you get a job as an advertising manager?
2 main areas of employment for advertising managers:
- specialized advertising companies;
- organizations interested in increasing sales of their goods and services.
These areas differ in the specifics of their activities. The first option is essentially a sales job: it is necessary to find advertisers and sell them placement on outdoor structures, broadcast on radio and television, on websites and other platforms. This is largely routine and monotonous work according to the sales algorithm.
The second option involves a wider range of tasks. To promote a company, you will have to come up with promotions and campaigns from scratch, develop a corporate identity, and look for sites for placement. This kind of work is more varied and promotes self-realization.
Advertising managers are in demand by employers from Russia and neighboring countries. To make sure of this, study current advertisements on job search sites.
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.
Courses
Russian Institute of Professional Education "IPO"
Russian Institute of Vocational Education “IPO” is recruiting students to receive the specialty “Advertising Manager” through a distance program of professional retraining and advanced training. Studying at the IPO is a convenient and quick way to receive distance education. 200+ training courses. 8000+ graduates from 200 cities. Short deadlines for completing documents and external training, interest-free installments from the institute and individual discounts. Contact us!
MASPC (Interregional Academy of Industrial and Construction Complex)
The Interregional Academy of Construction and Industrial Complex (MASPK) implements distance learning course programs in the “Advertising Manager” program for specialists in the field of Internet marketing. More than 100 course programs in IT areas. After training, MASPK graduates receive documents: certificates or diplomas of the established form.
Universities
Russian State University named after A.N. Kosygina (Technology. Design. Art)
Advertising and public relations (Institute of Social Engineering, Russian State University named after A.N. Kosygin (Technology. Design. Art))
Moscow State University of Technology and Management. K.G. Razumovsky (First Cossack University)
Public relations and advertising technologies in the commercial sphere (Institute of Social and Humanitarian Technologies of MSUTU named after K. G. Razumovsky (PKU))
Moscow State University of Humanities and Economics
Management (Faculty of Economics, Moscow State University of Economics and Economics)
National Research University "MIET"
Management (Faculty (Institute) of Economics, Management and Law MIET)
Russian State Academy of Intellectual Property
Intellectual Property Management (Faculty of Intellectual Property Management RGAIS)
Advertising manager salary
The income level of a professional depends on the region where the employing company is located. The average salary in the capital is 50 thousand rubles. In St. Petersburg, an advertising manager earns about 40 thousand rubles.
A beginner specialist should not count on a high income. The average salary is variable. It depends on the direction of the manager’s work:
- Specialists involved in promoting products on social networks have a minimum income. These types of activities are suitable for self-employed people. Customers find workers through blogs, special services, and message boards.
- A marketer working in a large company can earn up to 100-150 thousand rubles. This specialization is suitable for people who are ready to work on an irregular schedule.
- The average salary of a copywriter is 30 thousand rubles.
