Advertising Manager

I. JOB SUMMARY

Main Topic: Human Geography
Secondary Topic: Environment and Society

Overview:  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.

Geography skills and awareness are crucial for advertising managers.  The advertising campaigns that they oversee need to be culturally, socially, and economically appropriate for their target audiences.  Those variables are often tied to, and change with, location.

Geographers at work:  Business geographer, industrial geographer, cultural geographer, economic geographer, environmental geographers, human geographers

Recommended College Courses:  Business geography, urban geography, economic geography, cultural geography, industrial geography, human geography

Skills:  Understanding of economics, finance, markets, human behavior, as well as how advertising is influenced by geography (people and places); computer and database systems; critical thinking; teamwork

Occupation Group: Management & Sales

Learn more about Advertising Managers from the U.S. Bureau of Labor Statistics and U.S. Department of Labor:  https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-2