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.
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
actually 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.
