Advertising agency sales manager job descriptions. What are Advertising Managers for? Skills and personal qualities

Such an instruction is the main document that defines the terms of reference of an employee. He must act within the framework of this document and comply with all its provisions.
In this case, the document is a local normative act, which is mandatory. Job description is created for all categories of employees.

Advertising manager job description

This document includes several sections. First of all, general provisions are reflected, which contain standard requirements for an employee. He must meet these conditions to fill the position of advertising manager.

Therefore, such provisions imply the presence of special education, training and so on.

By the way, you can read about what the job description of a marketer looks like.

General provisions and obligations

General provisions include mandatory requirements that an advertising manager must have. Having them, he corresponds to the position he occupies.

Among general requirements, it is necessary to define the basic norms:

• knowledge of the laws regulating advertising activities, labor legislation;
• knowledge and ability to navigate the peculiarities of the market, its conjuncture, and so on;
• he is obliged to know the procedure for calculating taxes and forming a pricing policy;
• knowledge of the specifics of preparing contracts, agreements and similar documents necessary for commercial activities;
• know the strategy and tactics of advertising campaigns and marketing research.

These are the basic norms that a person must comply with. In this case, the employer has the right to supplement the document with other provisions for a particular specialist.

• planning activities to promote goods on the market;
• holding such events, their development and current management of the advertising company;
• market analysis and development of optimal promotion strategies;
• maintaining relationships with contractors, interacting with them, as well as preparing current documentation;
• analysis of demand for certain goods;
• if a person has subordinate other employees, then he is obliged to ensure effective organization them labor activity.

These responsibilities are subject to change or addition at the discretion of management.

Rights and responsibilities

• be aware of all the decisions that are made by management and which are related to the conduct of promotional activities;
• he has the right to express his opinion regarding advertising activities and submit memorandums to management;
• has the right to express an opinion on the improvement of the company's work in the advertising direction;
• inform management about the need to encourage employees who have high performance indicators.

In this case, the advertiser receives the right to provide it necessary equipment. Workplace and other conditions for normal activities.
The responsibility of the worker means that he can be punished for disciplinary offenses. Such responsibility in the job description is called disciplinary. If a person violates labor discipline, cannot cope with his duties, a penalty will be applied to him. And if the offense is gross, then the management has the right to fire him.
Liability means the obligation of a person to compensate for the harm that occurred as a result of his actions.

Job description of outdoor advertising manager

Features of the official document of the advertising manager will be based on the specifics of the employee's activities. He must develop designs for such structures and submit them for approval to management.

Accordingly, the person must be able to work with special computer programs. Such a manager should be able to select the optimal type of structures and interact with customers.

newspaper advertising manager

The job description of the specified specialist contains a number of additional rules regarding relations with customers. After all, payments for the placement of advertising material make up a significant part of the newspaper's profits. Therefore, the employee must develop drafts of promotional material. These materials are agreed with customers and approved by management.

Public Relations Manager Job Description

The functional significance of such an employee is great. After all, he represents the company. Accordingly, his official duties will proceed from the need to communicate with public associations and media.

The specialist must work on materials that are subject to disclosure. He must develop draft speeches and be able to organize and conduct press conferences and similar events.

To increase the competitiveness of a business and promote it on the market, it is very important to correctly present your services and products in high-quality advertising and presentation.

You will learn:

• What is the job of an advertising manager?
• What are advertising managers?
• What qualities should an advertiser have?
• What to expect from an advertising manager.
• What salary should you look for for an advertising manager.
• How to choose a competent advertising manager.
• How to improve the work of the advertising manager.

Why does a company need an advertising manager

In the modern market of services and goods, in order to compete successfully, it is necessary to present qualified advertising to consumers. Therefore, now competent business leaders are investing in advertising campaigns, thereby developing their business.

Depending on the scale of the business and advertising activities, the position of an advertising manager may be called differently, but most often it is: a manager for work and customer relations, a product promotion manager, an information manager, a marketing manager.

Functions of an advertising manager

1. The responsibilities of an advertising manager are varied and require a high level of responsibility and creativity. This employee is engaged in negotiating with the media, making creative decisions, and distributing responsibilities within the department. In the marketing department, under the leadership of the advertising manager, there can be either a large staff or several people.
2. The advertising manager is recruiting employees for the staff of the marketing department, distributing responsibilities between them. His responsibilities also include: choosing an advertising agency, monitoring the advertising campaign, coordinating the interaction between other departments of the company with the marketing department.
3. For everybody individual product an advertising campaign is being developed. The advertising manager, taking into account all the nuances and features of the product, selects an effective type of advertising medium, calculating the budget of the advertising campaign.
4. An advertising manager prepares materials for an advertising agency, providing all necessary information about the advertised product, highlighting its advantages and determining the target audience, and also sets goals for this advertising campaign.
5. Engaged in the preparation of contracts with advertising agencies for the placement and distribution of advertising.
6. The advertising manager creates a plan for conducting an advertising campaign, controls the implementation of the points of the plan: writing advertising texts, creating layouts, the work of print and art departments, creating scripts and videos for video and radio advertising, placing outdoor advertising.
7. The responsibilities of the advertising manager also include the conduct of legislative control of advertising materials. Compliance of commercials, texts and printed material with the requirements of the law "On Advertising".
8. Organization of promotion of the product at trade shows and competitions, reservation of advertising space, presentation of the advertised product in the press and television is also included in the spectrum of his duties.
9. An advertising manager can relieve himself of responsibility for making layouts, writing presentation texts, printing polygraphs - entrusting this task to his subordinates, colleagues or hired performers.
10. Analyzes the fruitfulness of the advertising campaign and in case of unsatisfactory results, the advertising manager, in agreement with the management, makes adjustments to the conduct of the advertising campaign.

So, the presented list of responsibilities of an advertising manager is very large. In the event that a company decides to involve a professional advertising agency to conduct an advertising campaign, the manager must have all the details of the advertising business in order to give a qualified assessment of the work performed by the agency. As a representative of the company, the advertising manager must be well aware of which advertising agencies offer the most effective services, how productively for the company they can be used.

10 Weird Manager Interview Questions That Will Reveal His Insides

Non-standard questions will show how quickly the applicant thinks and how he solves problems. To build an honest conversation with a potential employee, use the interview questions from the article of the electronic magazine "Commercial Director".

Expert opinion

Your own ad manager is better than a third-party agency

Natalia Tikhonova,

General Director of Kama-Leasing LLC, Nizhnekamsk

Our company had a bitter experience of working with an advertising agency. We signed a cooperation agreement, in which we discussed the plan and details for promoting our advertising. A few months later, the joint cooperation did not bring any fruitful results. Our contract clearly discussed where to place our advertising banners, but our advertising was not there. Representatives of the agency claimed that those places that are of interest to us are indefinitely leased or not listed. But after calling the company that rents out the advertising space we need, it turned out that in the near future many of them will be free. The advertising agency representative refused to do business with the firm only because he was not receiving a commission or kickback on the deal. Based on the bitter experience of such cooperation with an advertising agency, we can conclude that if a company cannot afford to work with a professional agency, there must be an employee on staff who will deal with advertising issues in the interests of the company.

• How to create an ad and make it work 100%

Expert opinion

It is important that the advertising manager knows the specifics of the product

Vladimir Zaitsev,

General Director of Kyshtym Refractory Plant LLC, Kyshtym (Chelyabinsk region)

My company cooperated with an advertising agency. As a director, I was not always satisfied with the implementation of presentation materials. Since we work in the industrial market, our product has a narrow specialty consumer, so professional advertisers do not know the intricacies of the specifics of the enterprise and product. After reviewing some points, we decided that it was best to train an in-house advertising manager in order to get the desired result and there were no problems with independent specialists.

What are advertising managers

• Internet advertising manager

A specialist who manages the processes of conducting advertising campaigns and promotions that are held on the Internet. An online advertising manager does not write advertising texts, make layouts and banners. His responsibilities include the management and control of the advertising process, as well as analysis of the effectiveness of the campaign.

• Advertising sales manager

With the development of the Internet in today's job market, the demand for advertising sales managers has increased significantly, and candidates with experience in this field are highly valued. The requirements for a candidate for the position of an advertising sales manager are slightly different from the requirements for a simple sales manager. The candidate must have the following qualities: communication skills, creativity, negotiation skills, media planning skills, and experience in the advertising field. The responsibilities of an advertising manager may vary depending on the advertising space being sold.

An outdoor advertising sales manager specializes in areas that are designed for visual perception. These can be billboards, banners, signs, commercials on outdoor screens, advertising, which is located inside and outside the transport.

A contextual advertising sales manager is engaged in the sale and rental of virtual advertising space. His responsibilities include finding customers, negotiating, placing advertisements. Great help in the work of the manager is provided by special sites-exchanges, with the help of which you can select or rent advertising space.

• PR manager

An employee who creates a plausible image for the enterprise and in the future is engaged in maintaining this image. This specialty is important for any business, both small and large, so representatives of this profession are in demand in the modern labor market.

PR Manager must actively cooperate with external environment , evaluate and predict all circumstances that affect the reputation and development of the company. This is the main difference in responsibilities from an advertising manager who only deals with the promotion and advertising of goods or services. The "PR man", as he is called for short, has whole row responsibilities, which he performs: negotiating, providing communication with the public, authorities and the media. The negotiation process is divided into many stages, which requires attention and responsibility from the specialist. The PR manager prepares press releases containing information about the company for further presentation in the media, and also makes additions about the details of the company's work. Also, the duties of a "PR manager" include organizing and conducting press conferences and interviews with the company's administration. Negotiating and cooperating with government officials, the public and financial investors is also part of the duties of a PR manager.

Based on all of the above, we can conclude: the duties of a PR manager have a wide range, thanks to which he can create a favorable image of the company.

• Account Manager: duties and job description

What qualities should an advertising manager have?

In modern society, the attitude towards advertising is quite specific, frankly speaking, negative. This is easily explained by the fact that advertising has taken root in all spheres of life. Characters in advertising are easily identified with everyday life and ordinary people. Nothing different from ordinary people, the protagonists of commercials strongly and undeniably recommend what products to buy and what lifestyle to lead.

Since the heroes of commercials are no different from ordinary people, then anyone can be an advertising manager. This misconception exists among ordinary people and even advertising managers themselves, which makes the profession far too understated. Accordingly, the one who clearly understands the specifics of the work of an advertiser, knowing what contribution the work of an advertising manager makes to the development of the company, achieves high results.

In each activity, successful results are achieved by those specialists whose professional skills and personal qualities.

Positive transaction outcome advertising business, as well as in any field, depends on personal motives. For example, the customer develops an opinion about the trustworthiness of the company based on ideas about the sales manager with whom he is negotiating. Here leading role play manager's personality traits confidence in words and actions, accurate knowledge of the product, the ability to convince and identify the need, even appearance and demeanor matter.

The most important quality of an advertising manager is communication skills and the ability to win over an interlocutor. An applicant for the role of an advertising manager must be psychologically prepared for the implementation of sales. Given the specific work of an advertising manager, one should not neglect the personal psychological qualities of a candidate. After all, professional skills can be learned, and personal psychological qualities can hardly be changed.

Advertising manager, like any employee, must have strong motivation desire to develop and work. The best option is when an employee connects his plans for the future with the future of the company. Such an employee will work effectively for the benefit of the company, perceiving the difficulties overcome by the company as his own, and treat the matter with increased care.

One of the motivating factors is understanding the importance of advertising for the development of the entire company. The manager must clearly understand that the future development of the company and the employees who work in it is based on his work, since effective advertising is the key to successful product promotion in the consumer market.

The advertising manager must have a clear idea of ​​what he is doing and why he is doing it. He should clearly represent the market, understanding all the characteristics of the promoted product and the needs of the consumer. In order to conduct successful sales, the manager must be able to identify needs potential buyer to be able to properly present the product, revealing its advantages and benefits.

Experienced Advertising Manager Must be proficient in sales techniques which, first of all, consist in the qualitative identification of the needs of the consumer. Identification of the needs of the client should take place in a casual conversation. Having determined them, the manager needs to clearly formulate the most advantageous offer, which cannot be refused. The main rule of an advertising manager is to clarify all the details, listen to all wishes and make the best offer.

Advertising Manager Must be able to handle objections responding to them calmly and without hostility. The key to the success of the transaction is correctly identified customer needs. If the client tries to enter into a dispute with the manager, then this indicates that the needs of the client have not been identified accurately or incorrectly.

The high performance of advertising justifies the money invested in it. Quality Advertising doesn't always have to be creative. But some managers are sure that the manager should be creative personality in order to make interesting promotional products.

Most often, highly creative advertising products are the pride of the head of the company, but are ineffective in practice. Investments in a work of advertising art may not bring the expected high result when promoting a product on the market. The advertising manager must have the ability to disclose positive traits advertised product, without focusing only on the external attractiveness of the product.

When an advertising campaign is under the direction of an inexperienced manager, there are often errors in the conduct of advertising processes and improper distribution budget funds. Unfortunately, without them it is impossible to become a highly qualified specialist.

The experience that a manager has acquired in one company may not be useful to him at a new job if the company operates in another area of ​​the market, for example. Since various areas have their own sales specifics, different product properties, supply and demand, different target audiences, each market sector has its own methods for creating effective advertising.

Professionally important qualities of an advertising manager:

• manifestation of initiative;
• equilibrium;
• obligation;
• prudence and thoughtfulness;
• accuracy and precision;
• ability to convince;
• desire for personal growth;
• self-confidence;
• striving for a goal;
• sociability;
• color sense;
• mindfulness and visual perception;
• concentration of attention;
• focus on details;
• ability to work in multitasking mode;
• the ability to visualize images from the words of the client;
• ability to represent processes;
• the ability to describe images;
• ability to analyze (classify and arrange elements);
• associative thinking;
• developed intuition;
• developed intellect;
• tact;
• strategic planning;
• visual-figurative thinking;
• objectivity of thinking;
• awareness;
• the ability to quickly find new solutions;
• good memory;
• endurance, good health, agility, good coordination of movements;
• competent formulation of thoughts;
• active life position;
• quick orientation in the situation;
• the ability to find a way out of conflict situations in a short time;
• leadership skills;
• the ability to influence others;
• organizational skills;
• oratorical skills;
• team collaboration skills;
• resourcefulness;
• the ability to clearly convey their thoughts to the interlocutor;
• the ability to interest the interlocutor;
• the ability to establish strong contacts with people;
• artistic and aesthetic view of things;
• ability to manage staff.

Diseases contraindicated for an advertising manager:

• cardiovascular insufficiency and blood pressure disorders;
• mental and nervous disorders;
• drug addiction and alcoholism;
• violation of the hearing aid;
• disorder vestibular apparatus and impaired coordination of movement;
• nervous tic and trembling in the hands;
• incurable decrease in vision or its loss;
• speech disorder;
• chronic infectious diseases;
• skin diseases;
• physical defects that are pronounced.

What are the benefits of a full-time advertising manager

The requirements of employers for candidates for the position of advertising manager are different - it all depends on the scope of the enterprise and its size. AT small companies The advertising manager will handle a wide range of responsibilities. After all, what less company, the more obvious that the manager will not be engaged only in narrowly focused work.

1. Thanks to the unique ideas and aspirations of a promotion specialist, it is possible to increase the profitability of a business without additional material injections. Only a full-time advertising manager, unlike an advertising agency, can create relevant and effective advertising, and not a standard image product. There is another priority, why it is worth having an advertising promotion employee on staff, and not trusting a third-party company. Not all details and business secrets can be trusted to your partner, as there are no guarantees that after cooperation with your company, a partner company with rich experience will not refuse to cooperate with your competitors.
2. Only a committed staff member can create a positive image of the company and establish a strong relationship with the media, unlike an advertising agency, which acts only as an executor of the task.
3. In connection with the release of the law "On Advertising", the advertiser must keep the originals of the advertisement for 6 months after its release. This will allow for a complete audit of advertising. Your company's advertising manager is required to keep the originals of advertising material and provide accounting documentation to as soon as possible. Every specialist who is engaged in advertising needs to know the law "On Advertising". An advertiser who does not know the law (he, by the way, is not large in volume) should not be contacted at all.
4. Dealing with non-standard issues and making non-standard decisions is the responsibility of an advertising manager. In turn, consulting companies will deal with these issues only for large fees.
5. In addition, a full-time advertising manager will analyze the image of your company in the consumer market, assess the situation on the part of the customer, supplier, partners and intermediaries, make changes to transform the company for the most efficient work, and select a strategy for conducting a PR campaign. There are many specialists who study the factors that affect purchasing power, such as the shape, size, quality of packaging, as well as color. These are expensive studies, but their payback is very high.
6. He will also create a proposal to improve the quality of customer service, modernize and coordinate the work of the company's divisions, develop a policy for conducting an advertising campaign in a market with fierce competition, develop a plan to solve high-performance competitiveness.

• Requirements for a sales manager: finding the best of the best

As typical requirements of the employer to the candidate for the position of advertising manager highlight the main points:

1. Higher education in the specialty: specialist in marketing, management.
2. The presence of work experience in the same field in which the employing company operates.
3. Ability to organize advertising campaigns.
4. Ability to rationally plan the budget for an advertising campaign.
5. Negotiations with advertising agencies, selection of manufacturers of promotional products, selection of selling sites on the Internet, conclusion of contracts.
6. Definition best qualities goods that are especially in demand among consumers, possession general characteristics goods and services that are advertised;
7. Designing and confirming the unique style of the company, its signs and symbols.
8. Formation of an advertising strategy. The choice of media that give high results and are aimed at a wide consumer audience. Determination of methods for conducting an advertising campaign, the choice of forms and methods of advertising products.
9. Skills in negotiating with representatives of the media on advertising placement.
10. Management and supervision of advertising campaigns on the Internet.
11. Monitoring the effectiveness of advertising campaigns. Advertising research, selection of ways to place advertising materials, tracking competitive market.
12. Ability to maintain reporting material, monitoring the competitive market.
13. Full confidentiality of information data of the enterprise.

Advertising manager can work in a company under conditions of remote work. In this case, the specialist works exclusively to conduct advertising campaigns on the Internet and social networks, supervise one-page stores and work with the company's website. Conditions that apply to requirements of the employer when announcing a remote work vacancy:

• part-time or flexible schedule;
• conclusion of an employment contract on cooperation on a part-time job or a work contract;
• visiting the office of the company and staying in the office if necessary;
• filling and maintenance of news feeds of the site;
• preparation of advertising slogans about the company's products and posting information about them on the website;
• elaboration and design of printed advertising materials;
• placement and correction of company advertising in the media and the Internet.
• study of advertising productivity, evaluation of visitor activity on the company's website;
• moderation of Internet forums and correspondence with site visitors.

4 spells of a successful advertising manager

Love your company, for it gives you the highest pleasure in life - work. You must clearly understand that the company in which you work helps to discover and realize your talents. Only the most skilled and gifted employees work for the best company, and they work with you.

Love the product you are promoting, because you have no other choice. When you sell products or services, you need to be completely confident in their quality and competitiveness. If you feel insecure about the need for the proposed product, then the consumer will most likely not be interested in it. Being confident in the quality of the promoted product, you will find a way to convey this to the consumer.

Love your consumer, because he is the source of existence for your company, and therefore you. An experienced manager always knows how take care of clients knows how to qualitatively convey information about the goods and services of the company he represents. You need to be patient, tactful, polite. Always offer complementary services to your customers if they are not financially burdened.

Sacredly believe that with your work you are helping to distribute a product or service that is vital for people. Remember that the client will not buy a low-quality product or service twice, no matter how attractive his advertising is.

• Sales force motivation: algorithm that increases sales by 40%

How much to pay an advertising manager

The salary level of an advertising manager directly depends on the size of the company and its market niche, the requirements of the employer and the amount of work performed by the employee. The average level of earnings is around 40 thousand rubles a month with full time. Depending on the scale of the company, the professionalism and experience of the employee, the location of the company, the income of an advertising manager can reach from 100 to 150 thousand rubles. AT employment contract, which the parties conclude between themselves, the duties and the system of remuneration of the manager are discussed in detail. Salary may be in the form of a fixed salary or interest rate from the deal.

When a manager works remotely, it is possible to conclude a contract that allows you to pay for the work of a manager for the amount of work actually performed, without hiring him into the company's staff.

The main scheme of remuneration of the advertising manager, which is most often used, is salary and bonus payments. The most important factor influencing a manager's income level is the thriving business of the employer's company.

How to choose a competent advertising manager

The advertising manager is subordinate to the head of the company. Sales manager of promotional products organizes high-quality interaction with advertisers. This interaction consists of the following steps:

• search for a potential client (about 70% of the working time);
• signing an agreement;
• organization of the transaction;

The choice of a candidate who will deal with one of these stages varies significantly. An advertising manager is a person with an active life position creative and positive personality. This specialist must comply with the rules and regulations that exist in the enterprise. A specialist should be able not only to produce creative ideas, but also to deal with document management. Getting new professional skills and improving your talents will be the best motivation for a specialist. This specialist must generate new ideas and solutions to the tasks when the enterprise produces the same products.

When you have to choose a specialist in the sale of advertising - they are looking for an experienced "salesperson". It’s great if he has the ability to feel the needs of the client, like a professional psychologist. This quality will help you find customers who will generate income for the company. The specialist must also be able to present himself and present the company's products in a quality manner. And an active position and the desire to develop will help to get a positive result.

To identify professional qualities owned by the applicant for the position of advertising manager, the employer needs to conduct an interview by asking him some questions.

• How to Interview a Sales Manager: Valuable Tips

Advertising manager competencies

Competence	Main manifestations in action	Possible questions
Initiative Ability to achieve goals and deliver high performance.	Goes beyond the scope of tasks, responds quickly, knows how to make decisions and autonomous actions.	Give an example of when you exceeded your capabilities and went beyond the plan of tasks in your current job at _____________. What actions have you taken to improve your work or acquire a new skill? Give an example. What are your main achievements in __________? What actions and skills did you use to achieve this?
Selling ability / Persuasiveness Skills in using communication techniques and elements of persuasion in order to qualitatively present a product or service and reveal all the positive qualities.	He asks clarifying questions, is attentive to the interlocutor, easily enters into trust and achieves location, conducts a conversation in accordance with a personal plan.	An offer you made but failed to sell to a client/colleague/merchandiser/manager/? What methods did you use in the process of its formation? What caused the failure? Give an example of when you created an arrangement with a customer that increased demand for your product or service. What did you do for this? What level are your clients usually at? How often have you had a chance to make transactions with clients of this level? What is the highest level of your clients that you have dealt with?
stress tolerance Increased resistance to stressful conditions, stabilization of a steady level of workflow under pressure, management stressful situation in a manner that is acceptable in other organizations.	He is concentrated, knows how to acquire and maintain relationships, overcomes stressful situations with high quality.	Have you experienced a moral or value conflict in your career? Give an example of how and when this happened. What was your reaction? Have you ever worked in situations with high level dual standards and uncertainty? Give an example. What did you do in this situation? Overload at work happens to every person during his career. Give an example of how and when you were overwhelmed at work. What is your reaction to this situation?
Communications Ability to work with the transmission and reception of working information.	Explains thoughts clearly and accurately, is easy to train, purposeful, carefully perceives information from the interlocutor, knows how to express complex thoughts in writing, knows how to use it for professional purposes various types communications (letters, personal conversation, phone calls, e-mail).	Tell me about situations in which you had to listen to and learn a lot of new material. What did you do, how did you cope? Can you perceive information through hearing? Tell me, when was the last time you used the skills you acquired? Do you like sharing information? In which case the information you exchanged brought positive results for the completion of tasks or projects. How do you determine which communication channel to use in this situation? What channels do you prefer? How would you rate your writing skills? Write a short report about your last vacation so we can evaluate your writing skills.
Customer orientation Ability to identify the needs of others and help solve problems.	Skillfully conducts conversations with clients, knows how to solve conflict situations, knows how and knows how to please customers, is able to find a relationship with the client.	What is a difficult client for you? Have you met with a client who was more difficult to work with than others? Share how you negotiated with him? Tell me about a time when you faced a difficult client situation. Your actions? How important is customer satisfaction to you? Tell me about a time when it wasn't easy? How did you do? What results have you achieved?

5 steps to improve the work of the advertising manager

In the modern labor market, the profession of an advertising manager is in demand. The quality of the duties performed by the manager directly depends high income and company success.

Step 1 . With the unproductive work of an advertising manager, it is necessary to find out what is the reason for such an attitude to work. All measures should be taken to change this situation. After completing this step, move on to the next one.

Step 2 . To improve the work of an advertising manager, it is necessary to determine what reasons affect the increase in productivity, to determine personal motivation for him. Should be created comfortable conditions labor, install air conditioning systems to maintain the microclimate in the room. Comfortable workplace equipment. After completing this step, move on to the next one.

Step 3. It is necessary to equip the working room, providing high-quality lighting and isolation from noise. Scientists have found that in 1 second the average person can normally learn 6-7 alphanumeric characters. In connection with this discovery, more time should be provided for the performance of duties. There should also be a system of rewards and bonuses in the workflow. This will be a powerful incentive for the advertising manager to do his job more productively. After completing this step, move on to the next one.

Step 4. Relationships within a team also play an important role in productivity. Creating a positive microclimate will allow employees to stay in mutual understanding and friendly relations, which will certainly increase profitability and bring success to your company. After completing this step, move on to the next one.

Step 5. If after you have taken the advice and followed all the steps, there have been no significant changes, and the advertising manager is still working “in a slipshod manner”, it is worth applying penalties. Using the principle of "carrot and stick", you will be able to increase productivity and increase sales of goods that are produced in your company. The position of advertising manager should be held by a person who has a variety of skills and experience.

Company information

LLC "Kama-Leasing" is an independent leasing company, part of the Leasing-Trade group of companies. Profile activities - leasing of vehicles, construction and municipal machinery and equipment. The turnover of the parent organization in 2006 amounted to about 800 million rubles. The main share of the portfolio was occupied by leasing commercial equipment(37.8%), as well as road construction and municipal special equipment (28.3%). Main clients: OOO Bahetle-1 (Kazan), JSC Volgodorstroy (Cheboksary), MUP Gorvodzelenkhoz (Kazan), SUE Gor-elektrotransport (Nizhnekamsk), MUP Dorremstroy, MUP Kazgorsvet (both - Kazan), Nizhnekamskshina LLC, Nizhnekamsk Oil Depot LLC, Stroymekhanizatsiya-MA LLC (Naberezhnye Chelny). The company has branches in Kazan, Naberezhnye Chelny, Perm, Samara, Ufa, Cheboksary.

LLC "Kyshtym Refractory Plant"(part of the Magnezit group). The enterprise carries out a full production and technological cycle - from processing of raw materials to the release of finished products. The plant produces over 1500 brands of fireclay refractory products (50% - products of a particularly complex configuration), as well as fireclay aggregates and refractory aluminosilicate mortars. The main consumers of products are enterprises of the Urals, Siberia, Far East and CIS countries. In 2006, in comparison with the previous year, the output of small-piece products was increased by 16.5%, and commercial powders - three times.

Any company, developing in today's competitive market, understands that in order to sell its products well, it needs to conduct high-quality promotions and correctly present its products and services in the media. Therefore, in almost every organization related to the service sector and the sale of products, there is a position of an advertising manager. This profession is quite relevant today and over time is only gaining its popularity, although the requirements for applicants are becoming more serious.

Education

Many employers are ready to accept employees who do not have special education, the main thing is that they understand their work. But because of the great competition in this area, preference is still given to people who have received higher education. To take this position, it is best to have a diploma from the Faculty of Marketing.

An advertising manager is practically engaged in representing the company to the world, so having a certain education will not hurt him, but will only increase the chances of getting a well-paid position. Specialists who have received education in the field of sociology, psychology or journalism are also valued. It is also very good for future employees, in addition to specialized education, to complete professionally directed courses in the field of PR.

Responsibilities

In most cases, an advertising manager interacts with the media, takes part in conferences and seminars in the direction of his activity. Also, this employee is obliged to organize advertising campaigns and promote the goods or services of the company where he is employed on the market.

His responsibilities include informing potential customers of the company about new products released by the company, current discounts and promotional offers, as well as keeping them up to date on the news of the organization.

The duties of an advertising manager include the need to maintain contact with regular customers of the company, notify others structural units firms about important changes and constantly stay in touch with them. The employee should be engaged in summarizing information and conveying it to superiors in the form of reports and presentations.

Functions

The employee accepted for this position is obliged to plan and coordinate the ongoing advertising campaigns. He develops a plan for advertising each product or service of the company, while summing up the cost estimate necessary for its implementation.

It is very important that an advertising manager has analytical skills, because he must research the market and, based on his analysis, form an effective strategy for promoting products. He deals with the choice of forms and methods of advertising, communicates with artists, musicians, actors, designers, journalists and other representatives of the professions necessary to create an advertising campaign.

Other responsibilities

An employee hired as an advertising agency manager must create texts advertising nature, various slogans, to form the concept of advertising campaigns, taking into account the selected audience of consumers. His responsibilities include market research in order to analyze and understand how to build advertising activities, what scale and timing would be more appropriate. He should study the target audience, which can bring maximum profit to the company with their purchases.

The employee is obliged to study which ways of distributing the presentation of the organization's products are the most productive, meaning where exactly the placement of advertising will bring more results: in newspapers, magazines, on television or on the Internet, and so on. He is engaged in the development of advertising booklets, leaflets, catalogs, posters, brochures, cooperates with firms providing printing services.

Additional functions

The manager of the advertising department controls that all the principles of the struggle between competing organizations are respected and not violated. He is engaged in the development of contracts that relate to the conduct of advertising campaigns, monitors that all employees carefully fulfill their duties and deliver projects on time, productively and efficiently fulfilling the tasks assigned to them. He must manage the content that is posted on the website of the organization where the employee is employed. The employee maintains contact with partner companies, organizes a system for collecting important information for the company.

Analyzes the successes and achievements of competitive organizations, conducts analytical activities in order to study the motivation of demand for different kind services and products. He also studies the impact of organized promotional activities on the demand for the company's products. In addition, the advertising manager is responsible for managing the staff of his subordinates. But this feature is only relevant for big companies, in small firms, this employee is often assigned to independently carry out all the activities of the advertising department. Moreover, the larger and more developed the company, the larger the staff of subordinates of the person holding this position.

Skills

The vacancy of an advertising manager assumes that the applicant for this position must have certain knowledge and skills. Employers really appreciate employees with creative thinking and creative potential, because, in addition to analytical work and mathematical calculations, he is required to create completely new concepts for promoting the company's products.

The employee must be sociable and able to negotiate, because by the nature of his activity he will have to work with different people, conclude contracts and involve various related companies in the performance of tasks in order to promote the product on television, radio, in the media, and so on. He must be able to negotiate both with the heads of companies and with representatives of creative professions for the implementation of his advertising campaign.

Knowledge

In the work of an advertising manager, it is very important to have certain knowledge that will help you perform your duties efficiently and reliably. It would be ideal if the employee understands the psychology of the masses in order to understand what exactly to present to the audience when promoting the product, so that it really has the desired effect. Knowledge of philology will not interfere.

Since the employee is responsible for creating advertising brochures and so on, knowledge in the field of design will come in handy. He must control the content on the site and check articles in the media, so knowledge of journalism and marketing will come in handy. Applicants who understand politics, branding, who know foreign languages ​​are valued.

Important connections

If a person wants to get a highly paid position in a large company, then, in addition to knowledge, he must have experience in this area. Employers give more preference to applicants whose resume of an advertising manager indicates that they have already established contacts in the media, rotating in a business environment and having acquaintances in government bodies.

It is also very important that the employee thoroughly study the specifics of the company, where he works, and understand what kind of products he will have to promote on the market. In addition, he must study the activities and specifics of the work of competitive organizations. The most valuable employee is the one who can carry out effective advertising activities that bring profit to the company with a minimum budget. Such employees are highly valued and encouraged by management.

Features of the profession

Mobility is probably the main quality that a professional PR specialist should have. This is directly related to the fact that he needs to communicate with the most different people starting from representatives government agencies and ending with creative people. And, as you know, in each social environment own language and manner of communication.

Managers must be charming, able to find a common language with different people, adapting to them, understanding with whom he is dealing. The constant companions of this profession are risk, courage and even adventurism. Working with the creative circle becomes more difficult, because not all of them are organized, and this can lead to the fact that a lot of time will not be spent rationally.

Profession benefits

The main advantage of such work is that the employee has the opportunity to study a variety of areas of activity. He expands his horizons and gains experience that will later allow him to work in various fields.

Disadvantages of the profession

A manager in an advertising company has a very big responsibility. Any, even the most insignificant mistake or incorrectly chosen word, can not only bring no results, but also alienate potential customers of the company. And the entire amount of work done, and the resources of the organization will be wasted.

Career prospects

The career growth of this position attracts many professionals. After all, the next step in such work is the head of the PR department. Then the path to the director's chair opens. And later, you can even become the owner of a company engaged in advertising activities. You can also realize yourself as an invited consultant in a startup project.

Conclusion

Many young professionals want to get this position, and this is understandable: this area is very developed and is only gaining popularity. Almost every company that produces its own products needs to promote products. And such a specialist becomes an indispensable employee. If he performs his duties well, then his company grows, and, accordingly, his authority and wage. By the way, the remuneration of a manager depends not only on the company itself and its scale, but also on the quality of the work performed by him.

Many executives for engaging a large number consumers encourage their employees. Moreover, it is very creative work, which allows you to develop as a person, make new useful acquaintances and develop in various fields. Therefore, it is considered not only prestigious, reliable and highly paid, but also very interesting.

Thanks to the development of market relations, the emergence of a large number of organizations and new areas of business activity, new professions have appeared. Advertising is the engine of commerce, among commercial companies there are many media and other marketing and promotion firms. What an advertising manager does is described in the article.

History of the profession

The specialty appeared in the USA in late XIX century. Technological progress and the development of new methods of influencing consumers have led to the emergence of the "advertising industry". Advertising became mass, business needed specialists who could accurately understand the intricacies of this work and effectively use professional dexterity to develop business. That is why advertising workers are needed now.

Why are such specialists needed?

What does an advertising manager in large firms do? The specialist performs the promotion of goods or services. He carries out promotional campaigns, supports the sales department. In the media, the employee is looking for clients who can buy advertising space (for print media, the Internet) or time (for radio or TV).

Basic norms

Performing the duties of an advertising and marketing manager, a specialist must take into account not only the instructions, but also regulatory documents that fix the rights and obligations of employees. Work is carried out on:

1. Internal work order.
2. The company's charter.
3. Orders and resolutions of the leadership, recommendations, orders.
4. Laws of the Russian Federation establishing the rules of labor discipline.
5. Technique fire safety, SanPiN standards.

Knowledge, skills, skills

1. Creative.
2. Sociable.
3. With knowledge of psychology, philology, design, marketing, journalism.
4. With connections in the media, business environment.
5. With knowledge in the field of activity of the company.
6. With knowledge of the activities of competitors.
7. With the ability to work effectively with little investment.

Requirements

1. Secondary vocational or higher education in the economic or marketing field.
2. Experience from 1 year.
3. PC knowledge.

Employers are more willing to hire specialists with knowledge of foreign languages ​​and experience in negotiating. Sometimes specific knowledge is needed, for example, understanding the rules of promotion on the Internet.

Education

Many companies do not need specialized education. Typically, company leaders take into account work experience and efficiency. But the market and the level of competitors have a huge impact.

The advertising manager raises the value of the brand. Therefore, he must be a professional. This is the person who has not only skills, but also education. People with diplomas in journalism, marketing, psychology, sociology are usually accepted for this position. Various PR courses, which provide recommendations on brand promotion, will help you improve your skills.

The structure of the job description

For each employee enrolled in the state, you need a job description. Although it is not a mandatory document, it is still used everywhere. The advertising specialist is no exception. The job description of this employee consists of:

1. General Provisions. They contain information about the position, its place in the structure of the company, and requirements for candidates.
2. Responsibilities. This section includes information on the functions that the employee must perform.
3. Right. It lists those rights that are not listed in labor law, but which are necessary for the effective work of the employee. This concerns the possibility of requesting and receiving documents or information from management, making proposals for improving the company's activities.
4. Responsibility. The section includes the situations in which disciplinary, civil, criminal, administrative liability is imposed on the employee.

The specified structure is considered exemplary, if necessary, it is changed. For example, in some companies, functions are separated from duties. But in most cases, this instruction can be applied, no matter what the specifics of the company's activities.

Responsibilities

1. Work on organizing a promotional company to support services or products to attract consumers and increase sales. These events inform customers about the characteristics, benefits of goods and services.
2. Market analysis to identify the audience of products sold, identify the characteristics of consumers.
3. Creation of a marketing strategy with an indication of the amount of costs.
4. The choice of means and methods of marketing, media, color, musical, text design of advertising.
5. Media choice.
6. Determining the timing of the advertising campaign.
7. Management and coordination of the activities of subordinates and other specialists of the company.
8. Creation of promotional texts based on accessibility for a wide range of customers. The manager must take into account the norms of morality and competition.
9. Maintaining control over the creation of campaign layouts, logos and videos.
10. attraction additional links necessary for the creation and implementation of an advertising campaign: specialists, stars, other popular persons.
11. Advertising spending optimization.

Depending on the area of ​​activity of the company where the employee works, the job responsibilities of the advertising manager can be adjusted and supplemented. With strict adherence to all rules, it is guaranteed effective work companies. Therefore, what an advertising manager does depends on the specifics of the enterprise.

Activities

1. Advertising agency. In this company, a specialist identifies the needs and tasks of customers, and then sells them custom-made or existing advertising texts, printing products, commercials. If the company carries out not only the creation of promotional products, but also sells it in the media, then the sales manager interacts with the media.
2. In the newspaper. Specialists sell advertising space for ads or articles of an advertising type, allow you to create design and texts for ads.
3. On radio/television. An employee sells airtime, selects radio hosts and television actors, creates final products - audio or video.

Rights

1. Making suggestions for improving work activities related to work this specialist.
2. Request from the administration for assistance in the performance of functions.
3. Timely receipt of salary.
4. Obtaining information support and technological means to complete tasks.

A responsibility

The advertising manager is responsible for non-fulfillment of his duties. In case of violation of the instructions and non-compliance with the norms work schedule, safety and sanitation standards, the employee is subjected to material or disciplinary action.

The employee is responsible for causing material harm to the company due to damage to property or untimely notification of management about problems and factors due to which unpleasant consequences may occur.

Pros and cons

According to reviews, an advertising manager must be mobile, because he needs to constantly communicate with various people: from creative people to government officials. In each situation, you need to be able to find the right manner of communication. Managers know how to adapt to each person.

Majority creative people that managers have to deal with are disorganized, which leads to wasted time. If a specialist works in a company, then it may be difficult to understand the needs of customers. The benefits include the opportunity to get to know various areas. Thanks to this work, the horizons expand, experience appears that can be used in any other field.

Of the minuses of the profession of an advertising manager, one can single out a great responsibility. Incorrectly chosen words can push customers away from the product, which will negatively affect operations, and therefore revenues. An indisputable advantage is the creative type of work, the ability to communicate with interesting people.

Summary

When looking for a job, special attention should be paid to compiling a resume, since this is what employers take into account. It is necessary to indicate the experience and work skills, if any. A positive nuance is the listing of successful promotions in which they had to participate, as well as projects that were translated into reality.

prospects

An advertising manager can become the head of the PR department. If you constantly improve your activities, it is possible to get the position of director or head of a PR company. You can realize yourself as an advertising consultant or an invited PR manager in start-up projects.

To become an advertising manager, you need to get a higher education. Suitable specialty "Advertising", "Public Relations", "Marketing". These professions are taught in St. Petersburg humanitarian university trade unions, the Russian State Pedagogical University named after A. I. Herzen, St. Petersburg State University. In Moscow, you can enter the Academy of MNEPU, the Institute of International Economic Relations, the Moscow Financial and Law University MFLA. Since advertising technologies are constantly evolving, refresher courses are required from time to time.

The income of managers is different, its level depends on the specifics of the activity. The average income in the capital is 35-40 thousand rubles. And in St. Petersburg, the salary is 20-30 thousand rubles. The level of income is determined by the quality of the services offered and the experience of the specialist. In the future, there is an opportunity to move to a higher salary.