Advertising, marketing, promotions, public relations, and sales managers coordinate their companies’ market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities.
In small firms, the owner or chief executive officer might assume all advertising, promotions, marketing, sales, and public relations responsibilities. In large firms, which may offer numerous products and services nationally or even worldwide, an executive vice president directs overall advertising, marketing, promotions, sales, and public relations policies.
Advertising managers direct a firm’s or group’s advertising and promotional campaign. They 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. They work with sales staff and others to generate ideas for the campaign, oversee a creative staff that develops the advertising and work with the finance department to prepare a budget and cost estimates for the campaign. Often, these managers serve as liaisons between the firm requiring the advertising and an advertising or promotion agency that develops and places the ads. In larger firms with an extensive advertising department, different advertising managers may oversee in-house accounts and creative and media services departments. The account executive manages account services departments in companies and assesses the need for advertising. In advertising agencies, account executives maintain the accounts of clients whereas the creative services department develops the subject matter and presentation of advertising. The creative director oversees the copy chief, art director, and associated staff. The media director oversees planning groups that select the communication medium—for example, radio, television, newspapers, magazines, the Internet, or outdoor signs—that will disseminate the advertising.
Marketing managers work with advertising and promotion managers to promote the firm’s or organization’s products and services. With the help of lower-level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm’s products. Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms’ customers are satisfied. In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development.
Public relations managers. Public relations managers plan and direct public relations programs designed to create and maintain a favorable public image for the employer or client. For example, they might write press releases or sponsor corporate events to help maintain and improve the image and identity of the company or client. They also help to clarify the organization’s point of view to their main constituency. They observe social, economic, and political trends that might ultimately affect the firm, and they make recommendations to enhance the firm’s image based on those trends. Public relations managers often specialize in a specific area, such as crisis management, or a specific industry, such as healthcare.