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Career as an Advertising and Promotion Manager

Updated: Jun 7, 2020

Who is an Advertising and Promotion Manager?

A manager, also known as Advertising Manager (Ad Manager), Communications Manager, Promotions Director, Promotions Manager, who would plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies. Also, she inspects layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications and assist with annual budget development.

What does an Advertising and Promotion Manager do?

An Advertising and Promotion manager plans, directs, or coordinates advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis. They work on advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.

Their work includes:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media

  • Plan advertising and promotional campaigns

  • Plan advertising, including which media to advertise in, such as radio, television, print, online media, and billboards

  • Negotiate advertising contracts

  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement

  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses

  • Develop pricing strategies for products or services marketed to the target customers of a firm

  • Meet with clients to provide marketing or technical advice

  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities.

Types of an Advertising and Promotion Manager:

  • Advertising managers create interest among potential buyers of a product or service for a department, for an entire organization, or on a project basis (account). They 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 advertising campaign.

  • Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

  • Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations' customers are satisfied. They work with sales, public relations, and product development staff.

What is the workplace of an Advertising and Promotion Manager?

An Advertising and Promotion Manager may be placed in sectors like:

  • Advertising, public relations, and related services

  • Management of companies and enterprises

  • Retail trade

  • Religious, grantmaking, civic, professional, and similar organizations

  • Information

A marketing manager alone can be placed in sectors such as:

  • Professional, scientific, and technical services

  • Management of companies and enterprises

  • Manufacturing

  • Finance and insurance

  • Wholesale trade

Knowledge areas that need to be acquired:


  • sales and marketing

  • customer service

Arts and Humanities

  • English language


  • multimedia

Engineering and Technology

  • computers and electronics


Basic Skills:

  • listening to others, not interrupting, and asking good questions

  • talking to others

Problem Solving

  • noticing a problem and figuring out the best way to solve it

People and Technology Systems

  • thinking about the pros and cons of different options and picking the best one

  • figuring out how a system should work and how changes in the future will affect it

Technology skills:

Video creation and editing software

  • Adobe Systems Adobe Aftereffects 

  • YouTube 

Data base user interface and query software

  • Microsoft Access 

  • Microsoft Dynamics Marketing

Desktop publishing software

  • Adobe Systems Adobe InDesign 

  • Adobe Systems Adobe PageMaker



  • communicate by speaking

  • listen and understand what people say

Ideas and Logic

  • use rules to solve problems

  • come up with lots of ideas


People interested in this work like activities that include leading, making decisions, and business. Advertising and promotions manager typically have an interest in the Creating and Persuading interest areas.

They do well at jobs that need:

  • Initiative

  • Cooperation

  • Dependability

  • Attention to Detail

  • Adaptability/Flexibility

  • Stress Tolerance

Advertising and promotions manager should also possess the following specific qualities:

Analytical skills. Because the advertising industry changes with the rise of digital media, advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively to the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decision-making skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.


A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers have a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize traffic through online search results, which is critical for digital advertisements and promotions. In addition, completing an internship while in school is highly recommended.

Job outlook:

Employment of advertising and promotions managers is projected to grow 7 percent from 2012 to 2022, slower than the average for all occupations.

Employment of marketing managers is projected to grow 13 percent from 2012 to 2022, about as fast as the average for all occupations.

The average salary for a Program Manager is ₹ 24,401 per month in India. Salary estimates are based on 397 salaries submitted anonymously to Indeed by Program Manager employees, users, and collected from past and present job advertisements on Indeed in the past 36 months. The typical tenure for a Program Manager is 1-3 years.

Program Manager salaries by location:

Program Manager in Bengaluru, Karnataka - ₹ 23,436 per month

Program Manager in Coimbatore, Tamil Nadu - ₹ 17,036 per month

Program Manager in Mumbai, Maharashtra - ₹ 31,036 per month

Program Manager in Hyderabad, Telangana - ₹ 22,965 per month

Program Manager in Delhi, Delhi - ₹ 23,952 per month

Advertising, promotional, and marketing campaigns will continue to be essential for organizations as they look to maintain and expand their share of the market.

Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products to the marketplace. They will also be needed to manage digital media campaigns, which often target customers through the use of websites, social media, or live chats.

Newspaper publishers, one of the top-employing industries of advertising and promotions managers, are projected to decline over the projection period. The continued rise of electronic media will result in decreasing demand for print newspapers. However, advertising and promotions managers are expected to see employment growth in other areas, in which they will be needed to plan the digital advertisements that replace print ads as consumers increasingly spend more time online.

Because marketing managers and their departments are important to an organization’s revenue, marketing managers are less likely to be let go than other types of managers. Marketing managers will continue to be in demand as organizations seek to market their products to specific customers and localities.

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