Management & LeadershipAdministrative and commercial managersISCO 1222
advertising manager
Advertising managers perform the implementation of the advertising initiatives planned in the strategic marketing plan. They organise and prepare the resources needed to launch advertising campaigns and operations in advertising agencies. They prepare and align the communication channels, negotiate contracts, and ensure that operations adhere to budgets.
About advertising manager
As an advertising manager, you will drive the strategic vision of advertising campaigns from conception through execution, translating marketing plans into impactful advertising initiatives. Your role involves organizing resources, negotiating with vendors and media partners, managing budgets, and ensuring all communications align with brand strategy. You will be the liaison between creative teams, clients, and media outlets, developing comprehensive communication strategies while protecting client interests and maintaining strong relationships with external stakeholders.
Key Work Functions
Core areas of responsibility for a advertising manager.
1
Strategic Planning and Campaign Development
- Develop comprehensive advertising strategies aligned with organizational marketing objectives
- Design integrated advertising campaigns across multiple channels
- Conduct market research to identify opportunities and competitive positioning
2
Resource Organization and Budget Management
- Allocate advertising budgets across campaigns and channels for maximum ROI
- Organize and coordinate creative teams, media buyers, and other resources
- Monitor expenditures and provide cost-benefit analysis reports
3
Communication Strategy and Media Relations
- Develop communication strategies across digital and traditional media channels
- Establish and maintain relationships with media outlets and journalists
- Organize press conferences and coordinate media coverage for campaigns
4
Stakeholder Management and Client Relations
- Protect client interests and ensure campaign alignment with client objectives
- Negotiate contracts with media partners, agencies, and service providers
- Advise clients on public relations strategy and media positioning
5
Campaign Monitoring and Performance Analysis
- Draw conclusions from market research results to optimize campaign performance
- Analyze advertising metrics and campaign effectiveness
- Provide performance reports and recommendations for improvement
6
Media Engagement and Public Affairs
- Give interviews to media representatives to promote client messaging
- Draft press releases and media materials for campaign announcements
- Manage corporate social responsibility messaging and public opinion formation
European Skills Framework
Skills and knowledge areas required for this occupation based on European classification.
Essential (32)
corporate social responsibilitycorporate social responsibilityThe handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards envir...market researchmarket researchThe processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets...forming of public opinionforming of public opinionThe process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.strategic planningstrategic planningThe elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.rhetoricrhetoricThe art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.advertising techniquesadvertising techniquesThe communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.copyright legislationcopyright legislationLegislation describing the protection of the rights of original authors over their work, and how others can use it.communication principlescommunication principlesThe set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.integrate strategic foundation in daily performanceintegrate strategic foundation in daily performanceReflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.manage budgetsmanage budgetsPlan, monitor, report on the budget and prepare set production budgets.protect client interestsprotect client interestsProtect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.advise on public relationsadvise on public relationsAdvise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.organise press conferencesorganise press conferencesOrganise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.develop communications strategiesdevelop communications strategiesManage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.draw conclusions from market research resultsdraw conclusions from market research resultsAnalyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.provide cost benefit analysis reportsprovide cost benefit analysis reportsPrepare, compile and communicate reports with broken down cost analysis on the proposal and budget plans of the company. Analyse the financial or social costs and benefits of a project or investment i...give interviews to mediagive interviews to mediaPrepare oneself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.establish relationship with the mediaestablish relationship with the mediaAdopt a professional attitude to respond effectively to the demands of the media.draft press releasesdraft press releasesCollect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.perform public relationsperform public relationsPerform public relations (PR) by managing the spread of information between an individual or an organisation and the public.develop creative ideasdevelop creative ideasDeveloping new artistic concepts and creative ideas.coordinate marketing plan actionscoordinate marketing plan actionsManage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.manage contractsmanage contractsNegotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, ...coordinate advertising campaignscoordinate advertising campaignsOrganise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other adve...develop public relations strategiesdevelop public relations strategiesPlan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stak...perform project managementperform project managementManage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific g...analyse external factors of companiesanalyse external factors of companiesPerform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.advise on public imageadvise on public imageAdvise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audien...conduct public presentationsconduct public presentationsSpeak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.identify customer's needsidentify customer's needsUse appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.diplomatic principlesdiplomatic principlesThe practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitati...
Optional (22)
pricing strategiespricing strategiesThe techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence...graphic designgraphic designThe techniques to create a visual representation of ideas and messages.business strategy conceptsbusiness strategy conceptsThe terminology related to the design and implementation of major trends and aims which are taken by an organisation's executives, while keeping in mind its resources, competition and environments.reputation managementreputation managementThe influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversation...manage staffmanage staffManage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the wor...recruit employeesrecruit employeesHire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.develop inclusive communication materialdevelop inclusive communication materialDevelop inclusive communication resources. Provide appropriate accessible digital, print and signage information and apply the appropriate language to support the representation and inclusion of peopl...evaluate advertising campaignevaluate advertising campaignAssess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.approve advertising campaignapprove advertising campaignCheck all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of...use analytics for commercial purposesuse analytics for commercial purposesUnderstand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate qu...advise on communication strategiesadvise on communication strategiesProvide companies and organisations with consulting services concerning their internal and external communication plans and their representation, including their presence online. Recommend improvement...manage account departmentmanage account departmentOversee the operations of account representatives who act as intermediaries between the client and their creative and media services departments. Make sure the client's needs and objectives are met.receive actors' resumesreceive actors' resumesReceive headshots and resumes from actors to select the most qualified and schedule auditions.manage creative departmentmanage creative departmentOversee the staff that create the content and visual representation of advertisement materials. Make sure that the advertising strategy is followed and customer requirements are met.examine advertisement layoutexamine advertisement layoutExamine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.manage media services departmentmanage media services departmentOversee the planning of what media are going to be used to distribute the advertisements such as television, online, newspaper and billboards.make price recommendationsmake price recommendationsMake price recommendations based on factors such as standard costs, promotions, freight, margin expectations, and customer relationships.collaborate in the development of marketing strategiescollaborate in the development of marketing strategiesWork together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.manage the handling of promotional materialsmanage the handling of promotional materialsPlan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.give live presentationgive live presentationDeliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.manage project metricsmanage project metricsGather, report, analyse and create key metrics for a project to help measure its success.desktop publishingdesktop publishingThe creation of documents using page layout skills on a computer. Desktop publishing software can generate layouts and produce typographic quality text and images.
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Quick Facts
SectorManagement & Leadership
ISCO GroupAdministrative and commercial managers
Essential Skills32
Core Skills0