Expert: Lawrence W. Saunders - 12/12/2001

Question
hi...how are you? right now i am researching advertising management as a career. i have found many interesting things like job description and wages and all those stuff. but i can't seem to find what exactly does an advertising manager do on a typical day. will you please e-mail me back on what an advertising manager do on an 8-hour day? i would really appreciate it...and will you please respond in the next 24 hours?...hehe...i'd appreciate it a lot...bye

Answer
Chuck,
If you want to be an Advertising Manager for a company or retail store your responsibilities will vary depending on the Marketing Director's direction.

In most cases you will be responsible for directing the advertising agency that produces your advertising, and the overall management of advertising for your company.

You will determine who your target audience is, through research and business knowledge. The ad agency will help you here.

You will attend meetings with company management about marketing and sales, to determine what the company's needs are for success. From that you will determine what products or brands need ad focus.

You will work with the agency to develop creative (TV spots, radio spots, print ads, etc.) for your brand or product(s).

You will work with the media people at the agency to plan for the placement of your ads. Through your company's business records you will be able to find out when the peak times are for advertising.

You will track sales and the effectiveness of advertising. And you will thoroughly know everything about your competition. You will know current market trends so you can best respond to them in your advertising plans.

Trust me, this will take all of your time. Read Sergeo Zyman's book The End Of Marketing As We Know It. Good luck.
-LS