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Advertising, Promotions, and Marketing Managers

Summary

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Video transcript available at https://www.youtube.com/watch?v=8r-nFPlKELc.
Quick Facts: Advertising, Promotions, and Marketing Managers
2021 Median Pay $133,380 per year
$64.12 per hour
Typical Entry-Level Education Bachelor's degree
Work Experience in a Related Occupation See How to Become One
On-the-job Training None
Number of Jobs, 2021 347,000
Job Outlook, 2021-31 10% (Faster than average)
Employment Change, 2021-31 33,700

What Advertising, Promotions, and Marketing Managers Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services.

Work Environment

Many of these workers are employed in advertising agencies or in corporate or regional managing offices.

How to Become an Advertising, Promotions, or Marketing Manager

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Pay

The median annual wage for advertising and promotions managers was $127,150 in May 2021.

The median annual wage for marketing managers was $135,030 in May 2021.

Job Outlook

Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2021 to 2031, faster than the average for all occupations.

About 35,300 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

State & Area Data

Explore resources for employment and wages by state and area for advertising, promotions, and marketing managers.

Similar Occupations

Compare the job duties, education, job growth, and pay of advertising, promotions, and marketing managers with similar occupations.

More Information, Including Links to O*NET

Learn more about advertising, promotions, and marketing managers by visiting additional resources, including O*NET, a source on key characteristics of workers and occupations.

What Advertising, Promotions, and Marketing Managers Do About this section

Advertising, promotions, and marketing managers
Advertising managers can be found in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in companies that advertise heavily.

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers
  • Meet with clients to provide marketing or related advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs.

Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she may assist in the development of that product or service and to create a marketing plan for it.

Work Environment About this section

Advertising, promotions, and marketing managers
Advertising, promotions, and marketing managers may travel to meet with clients or representatives of communications media.

Advertising and promotions managers held about 28,000 jobs in 2021. The largest employers of advertising and promotions managers were as follows:

Advertising, public relations, and related services 38%
Self-employed workers 16
Information 16
Management of companies and enterprises 8
Wholesale trade 2

Marketing managers held about 319,000 jobs in 2021. The largest employers of marketing managers were as follows:

Professional, scientific, and technical services 22%
Management of companies and enterprises 12
Finance and insurance 11
Manufacturing 7
Wholesale trade 7

Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, people in these occupations typically work closely with top executives.

The jobs of advertising, promotions, and marketing managers can often be stressful, particularly near deadlines. Additionally, they may travel to meet with clients or media representatives.

Work Schedules

Most advertising, promotions, and marketing managers work full time. Some advertising and promotions managers work more than 40 hours per week.

How to Become an Advertising, Promotions, or Marketing Manager About this section

Advertising, promotions, and marketing managers
These managers typically have previous work experience in advertising, marketing, promotions, or sales.

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Marketing managers typically need a bachelor's degree in a business field, such as marketing, or in a related field, such as communications. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotions, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. Managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

Pay About this section

Advertising, Promotions, and Marketing Managers

Median annual wages, May 2021

Marketing managers

$135,030

Advertising, promotions, and marketing managers

$133,380

Advertising, marketing, promotions, public relations, and sales managers

$128,160

Advertising and promotions managers

$127,150

Total, all occupations

$45,760

 

The median annual wage for advertising and promotions managers was $127,150 in May 2021. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $61,250, and the highest 10 percent earned more than $208,000.

The median annual wage for marketing managers was $135,030 in May 2021. The lowest 10 percent earned less than $77,680, and the highest 10 percent earned more than $208,000.

In May 2021, the median annual wages for advertising and promotions managers in the top industries in which they worked were as follows:

Information $163,360
Management of companies and enterprises 129,510
Advertising, public relations, and related services 126,300
Wholesale trade 103,030

In May 2021, the median annual wages for marketing managers in the top industries in which they worked were as follows:

Professional, scientific, and technical services $155,470
Management of companies and enterprises 155,030
Finance and insurance 151,870
Manufacturing 136,150
Wholesale trade 132,450

Most advertising, promotions, and marketing managers work full time. Some advertising and promotions managers work more than 40 hours per week.

Job Outlook About this section

Advertising, Promotions, and Marketing Managers

Percent change in employment, projected 2021-31

Marketing managers

10%

Advertising, promotions, and marketing managers

10%

Advertising, marketing, promotions, public relations, and sales managers

7%

Advertising and promotions managers

7%

Total, all occupations

5%

 

Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2021 to 2031, faster than the average for all occupations.

About 35,300 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Employment

Marketing managers will continue to be in demand as organizations use marketing campaigns to maintain and expand their market share. These managers will be sought after for their advice on crafting pricing strategies and finding new ways to reach customers.

The continued rise of electronic media will result in decreasing demand for print advertisements. However, the demand for advertising and promotions managers is expected to be concentrated in industries that rely on these workers to create digital media campaigns that target customers through the use of websites, social media, or live chats.

Employment projections data for advertising, promotions, and marketing managers, 2021-31
Occupational Title SOC Code Employment, 2021 Projected Employment, 2031 Change, 2021-31 Employment by Industry
Percent Numeric

SOURCE: U.S. Bureau of Labor Statistics, Employment Projections program

Advertising, promotions, and marketing managers

347,000 380,700 10 33,700

Advertising and promotions managers

11-2011 28,000 30,000 7 2,000 Get data

Marketing managers

11-2021 319,000 350,700 10 31,700 Get data

State & Area Data About this section

Occupational Employment and Wage Statistics (OEWS)

The Occupational Employment and Wage Statistics (OEWS) program produces employment and wage estimates annually for over 800 occupations. These estimates are available for the nation as a whole, for individual states, and for metropolitan and nonmetropolitan areas. The link(s) below go to OEWS data maps for employment and wages by state and area.

Projections Central

Occupational employment projections are developed for all states by Labor Market Information (LMI) or individual state Employment Projections offices. All state projections data are available at www.projectionscentral.com. Information on this site allows projected employment growth for an occupation to be compared among states or to be compared within one state. In addition, states may produce projections for areas; there are links to each state’s websites where these data may be retrieved.

CareerOneStop

CareerOneStop includes hundreds of occupational profiles with data available by state and metro area. There are links in the left-hand side menu to compare occupational employment by state and occupational wages by local area or metro area. There is also a salary info tool to search for wages by zip code.

Similar Occupations About this section

This table shows a list of occupations with job duties that are similar to those of advertising, promotions, and marketing managers.

Occupation Job Duties ENTRY-LEVEL EDUCATION Help on Entry-Level Education 2021 MEDIAN PAY Help on Median Pay
Advertising sales agents Advertising Sales Agents

Advertising sales agents sell advertising space to businesses and individuals.

High school diploma or equivalent $52,340
Art directors Art Directors

Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions.

Bachelor's degree $100,890
Editors Editors

Editors plan, review, and revise content for publication.

Bachelor's degree $63,350
Graphic designers Graphic Designers

Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.

Bachelor's degree $50,710
Market research analysts Market Research Analysts

Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.

Bachelor's degree $63,920
Sales managers Sales Managers

Sales managers direct organizations' sales teams.

Bachelor's degree $127,490
Financial managers Financial Managers

Financial managers create financial reports, direct investment activities, and develop plans for the long-term financial goals of their organization.

Bachelor's degree $131,710
Public relations managers and specialists Public Relations and Fundraising Managers

Public relations managers direct the creation of materials that will enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.

Bachelor's degree $119,860
public relations specialists image Public Relations Specialists

Public relations specialists create and maintain a positive public image for the clients they represent.

Bachelor's degree $62,800
Suggested citation:

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Advertising, Promotions, and Marketing Managers,
at https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm (visited November 21, 2022).

Last Modified Date: Thursday, September 8, 2022

What They Do

The What They Do tab describes the typical duties and responsibilities of workers in the occupation, including what tools and equipment they use and how closely they are supervised. This tab also covers different types of occupational specialties.

Work Environment

The Work Environment tab includes the number of jobs held in the occupation and describes the workplace, the level of physical activity expected, and typical hours worked. It may also discuss the major industries that employed the occupation. This tab may also describe opportunities for part-time work, the amount and type of travel required, any safety equipment that is used, and the risk of injury that workers may face.

How to Become One

The How to Become One tab describes how to prepare for a job in the occupation. This tab can include information on education, training, work experience, licensing and certification, and important qualities that are required or helpful for entering or working in the occupation.

Pay

The Pay tab describes typical earnings and how workers in the occupation are compensated—annual salaries, hourly wages, commissions, tips, or bonuses. Within every occupation, earnings vary by experience, responsibility, performance, tenure, and geographic area. For most profiles, this tab has a table with wages in the major industries employing the occupation. It does not include pay for self-employed workers, agriculture workers, or workers in private households because these data are not collected by the Occupational Employment and Wage Statistics (OEWS) survey, the source of BLS wage data in the OOH.

State & Area Data

The State and Area Data tab provides links to state and area occupational data from the Occupational Employment and Wage Statistics (OEWS) program, state projections data from Projections Central, and occupational information from the Department of Labor's CareerOneStop.

Job Outlook

The Job Outlook tab describes the factors that affect employment growth or decline in the occupation, and in some instances, describes the relationship between the number of job seekers and the number of job openings.

Similar Occupations

The Similar Occupations tab describes occupations that share similar duties, skills, interests, education, or training with the occupation covered in the profile.

Contacts for More Information

The More Information tab provides the Internet addresses of associations, government agencies, unions, and other organizations that can provide additional information on the occupation. This tab also includes links to relevant occupational information from the Occupational Information Network (O*NET).

2021 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment and Wage Statistics survey. In May 2021, the median annual wage for all workers was $45,760.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

Work experience in a related occupation

Work experience that is commonly considered necessary by employers, or is a commonly accepted substitute for more formal types of training or education.

Number of Jobs, 2021

The employment, or size, of this occupation in 2021, which is the base year of the 2021-31 employment projections.

Job Outlook, 2021-31

The projected percent change in employment from 2021 to 2031. The average growth rate for all occupations is 5 percent.

Employment Change, 2021-31

The projected numeric change in employment from 2021 to 2031.

Entry-level Education

Typical level of education that most workers need to enter this occupation.

On-the-job Training

Additional training needed (postemployment) to attain competency in the skills needed in this occupation.

Employment Change, projected 2021-31

The projected numeric change in employment from 2021 to 2031.

Growth Rate (Projected)

The percent change of employment for each occupation from 2021 to 2031.

Projected Number of New Jobs

The projected numeric change in employment from 2021 to 2031.

Projected Growth Rate

The projected percent change in employment from 2021 to 2031.

2021 Median Pay

The wage at which half of the workers in the occupation earned more than that amount and half earned less. Median wage data are from the BLS Occupational Employment and Wage Statistics survey. In May 2021, the median annual wage for all workers was $45,760.