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323
Marketing, Advertising, and Public Relations Managers

(D.O.T.  141.137-010; 159.167-022; 163.117-014, -018, -022, -026,
.167-010, -018, -022, .267-010; 164.117-010, -014, -018, .167-010;
185.117-014, .157-010, -014; 187.167-162; 189.117-018)

Nature of the Work

The fundamental objective of any firm is to market its products or
services profitably.  In small firms, all marketing responsibilities
may be assumed by the owner or chief executive officer.  In large
firms, which may offer numerous products and services nationally or
even worldwide, experienced marketing, advertising, and public
relations managers coordinate these and related activities.

   The executive vice president for marketing in large firms directs
the overall marketing policy including market research, marketing
strategy, sales, advertising, promotion, pricing, product
development, and public relations activities.  (This occupation is
included in the Handbook statement on general managers and top
executives.) These activities are supervised by middle and
supervisory managers who oversee staffs of professionals and
technicians.

   Marketing managers develop the firm's detailed marketing strategy.
With the help of subordinates, including product development
managers and market research managers, they determine the demand for
products and services offered by the firm and its competitors and
identify potential consumers for example, business firms,
wholesalers, retailers, government, or the general public.  Mass
markets are further categorized according to various factors such as
region, age, income, and lifestyle.  Marketing managers develop
pricing strategy with an eye towards maximizing the firm's share of
the market and its profits while ensuring that the firm's 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 oversee product development.
Marketing managers work with advertising and promotion managers to
best promote the firm's products and services and to attract
potential users.

   Sales managers direct the firm's sales program.  They assign sales
territories and goals and establish training programs for their
sales representatives.  Managers advise their sales representatives
on ways to improve their sales performance.  In large, multiproduct
firms, they oversee regional and local sales managers and their
staffs.  Sales managers maintain contact with dealers and
distributors.  They analyze sales statistics gathered by their
staffs to determine sales potential and inventory requirements and
monitor the preferences of customers.  Such information is vital to
develop products and maximize profits.

   Except in the largest firms, advertising and promotion staffs are
generally small and serve as a liaison between the firm and the
advertising or promotion agency to which many advertising or
promotional functions are contracted out.  Advertising managers
oversee the account services, creative services, and media services
departments.  The account services department is managed by account
executives, who assess the need for advertising and, in advertising
agencies, maintain the accounts of clients.  The creative services
department develops the subject matter and presentation of
advertising.  This department is supervised by a creative director,
who oversees the copy chief and art director and their staffs.  The
media services department is supervised by the media director, who
oversees planning groups that select the communication media for
example, radio, television, newspapers, magazines, or outdoor signs
to disseminate the advertising.

   Promotion managers supervise staffs of promotion specialists.  They
direct promotion programs combining advertising with purchase
incentives to increase sales of products or services.  In an effort
to establish closer contact with purchasers dealers, distributors,
or consumers promotion programs may involve direct mail,
telemarketing, television or radio advertising, catalogs, exhibits,
inserts in newspapers, in-store displays and product endorsements,
and special events.  Purchase incentives may include discounts,
samples, gifts, rebates, coupons, sweepstakes, and contests.

   Public relations managers supervise public relations specialists
(see the Handbook statement on public relations specialists).  These
managers direct publicity programs to a targeted public.  They use
any necessary communication media in their effort to maintain the
support of the specific group upon whom their organization's success
depends, such as consumers, stockholders, or the general public.
For example, public relations managers may clarify or justify the
firm's point of view on health or environmental issues to community
or special interest groups.  They may evaluate advertising and
promotion programs for compatibility with public relations efforts.
Public relations managers, in effect, serve as the eyes and ears of
top management.  They observe social, economic, and political trends
that might ultimately have an effect upon the firm, and make
recommendations to enhance the firm's public image in view of those
trends.  Public relations managers may confer with labor relations
managers to produce internal company communications such as news
about employee-management relations and with financial managers to
produce company reports.  They may assist company executives in
drafting speeches, arranging interviews, and other forms of public
contact; oversee company archives; and respond to information
requests.  In addition, public relations managers may handle special
events such as sponsorship of races, parties introducing new
products, or other activities the firm supports in order to gain
public attention through the press without advertising directly.

   Increasing competition in products and services will spur rapid
employment growth among marketing, advertising, and public relations
managers.

Working Conditions

Marketing, advertising, and public relations managers are provided
with offices close to top managers.  Long hours, including evenings
and weekends, are common.  Working under pressure is unavoidable as
schedules change, problems arise, and deadlines and goals must be
met.  Marketing, advertising, and public relations managers meet
frequently with other managers; some meet with the public and
government officials.

   Substantial travel may be involved.  For example, attendance at
meetings sponsored by associations or industries is often mandatory.
Sales managers travel to national, regional, and local offices and
to various dealers and distributors.  Advertising and promotion
managers may travel to meet with clients or representatives of
communications media.  Public relations managers may travel to meet
with special interest groups or government officials.  Job transfers
between headquarters and regional offices are common particularly
among sales managers and may disrupt family life.

Employment

Marketing, advertising, and public relations managers held about
432,000 jobs in 1992.  These managers are found in virtually every
industry.  Industries employing them in significant numbers include
motor vehicle dealers; printing and publishing firms; advertising
agencies; department stores; computer and data processing services
firms; and management and public relations firms.

Training, Advancement, and Other Qualifications

A wide range of educational backgrounds are suitable for entry into
marketing, advertising, and public relations managerial jobs, but
many employers prefer a broad liberal arts background.  A bachelor's
degree in sociology, psychology, literature, or philosophy, among
other subjects, is acceptable.  However, requirements vary depending
upon the particular job.

   For marketing, sales, and promotion management positions, some
employers prefer a bachelor's or master's degree in business
administration with an emphasis on marketing.  Courses in business
law, economics, accounting, finance, mathematics, and statistics are
also highly recommended.  In highly technical industries, such as
computer and electronics manufacturing, a bachelor's degree in
engineering or science combined with a master's degree in business
administration may be preferred.  For advertising management
positions, some employers prefer a bachelor's degree in advertising
or journalism.  A course of study should include courses in
marketing, consumer behavior, market research, sales, communications
methods and technology, and visual arts for example, art history and
photography.  For public relations management positions, some
employers prefer a bachelor's or master's degree in public relations
or journalism.  The individual's curriculum should include courses
in advertising, business administration, public affairs, political
science, and creative and technical writing.  For all these
specialties, courses in management and completion of an internship
while in school are highly recommended.  Familiarity with
computerized word processing and data base applications also are
important for many marketing, advertising, and public relations
management positions.

   Most marketing, advertising, and public relations management
positions are filled by promoting experienced staff or related
professional or technical personnel for example, sales
representatives, purchasing agents, buyers, product or brand
specialists, advertising specialists, promotion specialists, and
public relations specialists.  In small firms, where the number of
positions is limited, advancement to a management position may come
slowly.  In large firms, promotion may occur more quickly.

   Although experience, ability, and leadership are emphasized for
promotion, advancement may be accelerated by participation in
management training programs conducted by many large firms.  Many
firms also provide their employees with continuing education
opportunities, either in-house or at local colleges and
universities, and encourage employee participation in seminars and
conferences, often provided by professional societies.  Often in
collaboration with colleges and universities, numerous marketing and
related associations sponsor national or local management training
programs.  Courses include brand and product management,
international marketing, sales management evaluation, telemarketing
and direct sales, promotion, marketing communication, market
research, organizational communication, and data processing systems
procedures and management.  Many firms pay all or part of the cost
for those who successfully complete courses.

   Some associations (listed under sources of additional information)
offer certification programs for marketing, advertising, and public
relations managers.  Certification is a sign of competence and
achievement in this field that is particularly important in a
competitive job market.  While relatively few marketing,
advertising, and public relations managers currently are certified,
the number of managers who seek certification is expected to grow.
For example, Sales and Marketing Executives International offers a
management certification program based on education and job
performance.  The Public Relations Society of America offers an
accreditation program for public relations practitioners based on
years of experience and an examination.  The American Marketing
Association is developing a certification program for marketing
managers.

   Persons interested in becoming marketing, advertising, and public
relations managers should be mature, creative, highly motivated,
resistant to stress, and flexible, yet decisive.  The ability to
communicate persuasively, both orally and in writing, with other
managers, staff, and the public is vital.  Marketing, advertising,
and public relations managers also need tact, good judgment, and
exceptional ability to establish and maintain effective personal
relationships with supervisory and professional staff members and
client firms.

   Because of the importance and high visibility of their jobs,
marketing, advertising, and public relations managers often are
prime candidates for advancement.  Well-trained, experienced,
successful managers may be promoted to higher positions in their own
or other firms.  Some become top executives.  Managers with
extensive experience and sufficient capital may open their own
businesses.

Job Outlook

Employment of marketing, advertising, and public relations managers
is expected to increase faster than the average for all occupations
through the year 2005.  Increasingly intense domestic and global
competition in products and services offered to consumers should
require greater marketing, promotional, and public relations
efforts.  Management and public relations firms may experience
particularly rapid growth as businesses increasingly hire
contractors for these services rather than support additional
full-time staff.

   In addition to faster than average growth, many job openings will
occur each year as a result of managers moving into top management
positions, transferring to other jobs, or leaving the labor force.
However, many of these highly coveted jobs will be sought by other
managers or highly experienced professional and technical personnel,
resulting in substantial job competition.  College graduates with
extensive experience, a high level of creativity, and strong
communication skills should have the best job opportunities.

   Projected employment growth varies by industry.  For example,
employment of marketing, advertising, and public relations managers
is expected to grow much faster than average in most business
services industries, such as computer and data processing, and
management and public relations firms, while average growth is
projected in manufacturing industries overall.

Earnings

According to a College Placement Council survey, starting salary
offers to marketing majors graduating in 1993 averaged about
$24,000; advertising majors, about $21,000.

   The median annual salary of marketing, advertising, and public
relations managers was $41,000 in 1992.  The lowest 10 percent
earned $22,000 or less, while the top 10 percent earned $79,000 or
more.  Many earn bonuses equal to 10 percent or more of their
salaries.  Surveys show that salary levels vary substantially
depending upon the level of managerial responsibility, length of
service, education, and the employer's size, location, and industry.
For example, manufacturing firms generally pay marketing,
advertising, and public relations managers higher salaries than
nonmanufacturing firms.  For sales managers, the size of their sales
territory is another important factor.

   According to a 1992 survey by Abbot, Langer and Associates, of
Crete, Illinois, annual incomes for sales/marketing managers varied
greatly from under $25,000 to over $250,000 depending on the
manager's level of education, experience, industry, and the number
of employees he or she supervises.  The median annual income for top
advertising managers was $45,000; product/brand managers, $54,000;
top market research managers, $55,000; regional sales managers,
$64,000; and chief marketing executives, $67,000.

Related Occupations

Marketing, advertising, and public relations managers direct the
sale of products and services offered by their firms and the
communication of information about their firms' activities.  Other
personnel involved with marketing, advertising, and public relations
include art directors, commercial and graphic artists, copy chiefs,
copywriters, editors, lobbyists, marketing research analysts, public
relations specialists, promotion specialists, sales representatives,
and technical writers.  (Some of these occupations are discussed
elsewhere in the Handbook.)

Sources of Additional Information

   For information about careers in sales and marketing management,
contact:

   American Marketing Association, 250 S.  Wacker Dr., Chicago, IL
60606.

   Sales and Marketing Executives International, 458 Statler Office
Tower, Cleveland, OH 44115.

   For information about careers in advertising management, contact:

   American Advertising Federation, Education Services Department, 1101
Vermont Ave.  NW., Suite 500, Washington, DC 20005.

   Information about careers in promotion management is available from:

   Council of Sales Promotion Agencies, 750 Summer St., Stamford, CT
06901.

   Promotion Marketing Association of America, Inc., 322 Eighth Ave.,
Suite 1201, New York, NY 10001.

   Information about careers in public relations management is
available from:

   Public Relations Society of America, 33 Irving Place, New York, NY
10003-2376.