Skills You Need for an Advertising Manager

Advertising managers must know how to present their advertising plans clearly.

Advertising managers have demanding careers. They must coordinate the work of graphic designers, copywriters and outside agencies. Most study marketing, business or advertising in college, and they work their way up performing work like those they supervise. Their wages are reflective of their importance in companies and ad agencies, as they earned median annual salaries of $83,890, according to May 2010 data from the Bureau of Labor Statistics. These professionals must possess various skills to be successful at their jobs.

Communication Skills

Advertising managers must have excellent communication skills. These include the ability to write, present information and listen to coworkers and subordinates. They usually earn their promotions after years of writing ad copy for brochures, magazine ads, press releases and radio and television promotions. As managers, they must proofread and edit these written materials. They must write reports and proposals for new projects. Most of these professionals are required to present advertising results to company managers and executives in meetings. Moreover, they must listen to department employees, instructing them on how best to perform their jobs.

Organizational Skills

These professionals must be adept at organizing various tasks and projects. They often have many types of advertising to place among various media sources: magazines, newspapers, Internet, radio and television stations, direct mail and billboards. They must organize the times and dates for the advertising and direct mail drops, review ad copy and submit payments on time. Some radio and television advertisements appear multiple times per day in numerous markets. Hence, they must be cognizant of the myriad details and publishing or submission deadlines. These professionals assign tasks to coworkers and coordinate all work to meet crucial deadlines.

Budgeting Skills

Advertising managers typically report to advertising directors. Part of their job description is submitting portions of the budget for the department. They sometimes are completely responsible for budgeting in smaller companies, especially those who report directly to marketing vice presidents. During the budgeting process, they decide which projects are needed and calculate the associated costs. For example, an advertising manager for a consumer products company could budget $25,000 for focus groups and $150,000 for phone surveys. This information would be included as part of the budget. They must then manage their budgets so they don't exceed its parameters.

Computer Skills

All advertising managers in the 21st century must be adept in using computers. They often use email for interoffice and outside communications. These professionals use word-processing software to write reports and spreadsheet software to keep track of advertising and direct mail results. Some use database software to manage promotions and coordinate large mailings.

References

• Bureau of Labor Statistics; Career Guide to Industries, 2010-11 Edition: Advertising, Marketing, Promotions, Public Relations, and Sales Managers; December 2009
• Bureau of Labor Statistics; Occupational Employment Statistics: Advertising and Promotions Managers; May 2010
• State University: Advertising Manager Job Description, Career as an Advertising Manager, Salary, Employment
• Education-Portal: Job Description and Requirements for a Career in Advertising Management
• Employment Crossing; Advertising Manager - A Highly Demanding Position; Silas Reed