Advertising managers plan and direct ads for businesses.

The goal of any firm is to sell its products or services for a profit. Advertising is an important part of this process. Some firms have their own advertising departments. Other firms hire advertising agencies. Advertising agencies are companies that specialize in creating advertising campaigns for a number of different clients. Advertising managers direct and supervise the advertising staff.

In firms that hire out their advertising, advertising managers make decisions about ads. They contract with an ad agency to create and prepare the firm’s ads. In larger firms, advertising managers plan and carry out the firm's advertising campaigns. To do this, they oversee in-house ad departments. These are likely to include account services, creative services, and media services. Managers consult with department heads or staff about the areas of the advertising process they work on.

Advertising managers often have specific titles, such as:

• Account executive
• Creative director
• Media director

All managers must stay informed of trends and changes that affect advertising. They read trade journals and professional literature. They also attend conferences and meetings.

Account executive             

Account executives manage account services. They assess the firm’s advertising needs. In ad agencies, they develop advertising campaigns and maintain client accounts.

Creative director

Creative departments develop the content of ads and decide how to present it. Creative directors oversee the work of the department's staff. Directors approve ad campaigns. They review ad displays, scripts, and media.

Media director

Media directors oversee teams that plan ad media. These teams select what platform works best for their advertising needs. Choices include advertising on the radio or TV, in newspapers or magazines, or online. Media directors consult with media companies to learn the best ways to advertise. They keep records of the best advertising sources.