Profession advertising manager

Advertising managers perform the implementation of the advertising initiatives planned in the strategic marketing plan. They organise and prepare the resources needed to launch advertising campaigns and operations in advertising agencies. They prepare and align the communication channels, negotiate contracts, and ensure that operations adhere to budgets.

Personality Type

• Investigative / Enterprising
• Enterprising / Artistic

Knowledge

• Corporate social responsibility

  The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.

• Rhetoric

  The art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.

• Diplomatic principles

  The practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitating compromise.

• Market research

  The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.

• Forming of public opinion

  The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.

• Advertising techniques

  The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.

• Communication principles

  The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

• Copyright legislation

  Legislation describing the protection of the rights of original authors over their work, and how others can use it.

• Strategic planning

  The elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.

Skills

• Develop communication strategies

  Manage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.

• Identify customer's needs

  Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.

• Advise on public image

  Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.

• Advise on public relations

  Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.

• Draw conclusions from market research results

  Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.

• Prepare presentation material

  Prepare the documents, slide shows, posters and any other media needed for specific audiences.

• Use different communication channels

  Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.

• Perform interviews

  Research the context of the interview. Plan availability. Prepare yourself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.

• Coordinate advertising campaigns

  Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels

• Analyse external factors of companies

  Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.

• Conduct public presentations

  Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

• Coordinate marketing plan actions

  Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.

• Develop public relations strategies

  Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.

• Perform project management

  Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific goal within a set time and budget.

• Integrate strategic foundation in daily performance

  Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.

• Manage budgets

  Plan, monitor and report on the budget.

• Protect client interests

  Protect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.

• Provide cost benefit analysis reports

  Prepare, compile and communicate reports with broken down cost analysis on the proposal and budget plans of the company. Analyse the financial or social costs and benefits of a project or investment in advance over a given period of time.

• Develop creative ideas

  Developing new artistic concepts and creative ideas.

• Perform public relations

  Perform public relations (PR) by managing the spread of information between an individual or an organisation and the public.

• Manage contracts

  Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes.

• Establish relationship with the media

  Adopt a professional attitude to respond effectively to the demands of the media.

• Draft press releases

  Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.

• Organise press conferences

  Organise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.

Optional knowledge and skills

Source: Sisyphus ODB