The basics of a marketer or advertiser’s job are as follows:
- Coordinate market research
- Determine the corporation’s marketing strategy
- Increase sales through advertising, promotions, pricing strategies, new product development and public relations activities
Work related to advertising and marketing may vary. Depending on the position, job duties may focus on business strategies, the creative development of campaigns, managing client accounts, selling advertising services or developing promotions for a client’s products or services.
There are several job titles for the individuals who are responsible for supervising these tasks, including:
Advertising manager: oversees advertising and promotion staff
Account executive: manages the account services department, determines advertising needs and maintains clients’ accounts
Creative director: oversees the creative services department’s production of the creative elements of an advertisement or related campaigns
Marketing manager: creates marketing strategies, estimates the public demand of new products and services, identifies new potential markets for the client and develops the pricing strategy for a product or service
Promotions manager: directs the promotions that combine advertising and purchase incentives to increase sales. Incentives can include coupons, rebates, discounts, samples and contests—anything that rewards a customer for making a purchase
Public relations manager: directs publicity campaigns, assists with crisis management, promotes a company or industry to information and media outlets
Sales manager: directs the firm’s sales strategy, establishes training programs for sales representatives, analyzes sales statistics to learn about customers’ preferences and to maximize profits
Advertising and marketing professionals usually work in corporate offices, often as a part of an advertising agency or in a company with its own in-house advertising capabilities. These jobs can be rewarding, but they can also be stressful at times. Often, there is pressure to finish projects on tight deadlines and to meet important sales goals, which might require long hours. Some advertisers or marketers are also required to travel regularly to meet with clients or customers.