Marketing and Promotion

Earnings Potential

Median annual earnings in May 2004 were $63,610 for advertising and promotions managers, $87,640 for marketing managers.

Facts at a glance

  • Keen competition for jobs is expected.
  • College graduates with related experience, a high level of creativity, strong communication skills, and computer skills should have the best job opportunities.
  • High earnings, substantial travel, and long hours, including evenings and weekends, are common.

Summary of what this career entails

The function of any firm is to market and sell its products to make a profit. In smaller firms the owner or CEO will likely be more hands on in terms of the advertising, promotions, and marketing. In smaller firms an advertising manager will handle the negotiations between his/her company and the advertising/promotion agency that is being dealt with. A marketing manager develops the marketing strategy of the firm in detail. People who work under the marketing manager are product development managers and market research managers. Together the three estimate demand for products offered both from themselves and their competitors. They also identify potential markets, markers such as business firms, wholesalers, retailers, government or the general public. A promotions manager supervises promotions specialists staff. A promotions manager directs promotion programs that combine advertising with purchase incentives to increase sales (http://www.bls.gov/oco/ocos020.htm#nature). Promotion programs use direct mail, telemarketing, television or radio advertising, catalogs, exhibits, newspaper inserts, Internet advertisements, product endorsements and special events in order to get closer contact with purchasers and to give them incentives for buying the firms product. Incentives include contests, rebates, sweepstakes, and contests.

Examples and or details of work

Something that someone in the marketing field has to do is research about how marketing strategies work. For example mobilealley.com reported that Enpocket, a mobile marketing company conducted research on whether or not mobile advertising is accepted by consumers. For reference sake 78 percent of people accept mobile research if it is a product that interests them. The next step will likely be (if possible) to try to match product ads (ex: links or banners) to websites based on demographics.

Degrees that lead to this career

Degrees that lead to a career in advertising and its related fields include sociology, psychology, literature, journalism or philosophy. With that said required degrees vary depending on the specific career chosen. For marketing and promotion positions, many times an employer would prefer a bachelor’s or masters in business administration. If you prefer a position in a technical industry, a bachelor’s in engineering or science combined with a masters degree in business administration may be required.

Specific Career openings in this field

Specific career openings in the field include promotions manager, advertising managers, marketing manager, media director, account executive, product development manager, market research manager, creative director, and public relations.

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2006-07 Edition, Advertising, Marketing, Promotions, Public Relations, and Sales Managers, on the Internet at http://www.bls.gov/oco/ocos020.htm

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