Some advertising executives are responsible for overseeing an ad agency's expenditures.
Advertising executives have duties that vary according to the services offered and the types of clients they serve at agencies. However, full-service advertising agencies typically have four buckets that comprise the activities of advertising professionals: creative services, marketing services, account services, and management and finance. At the top of this organizational chart are the executives or vice presidents who oversee these advertising functions in order to develop plans that meet clients’ financial and advertising goals.
Function
Advertising executives are responsible for overseeing the different functions that serve clients, such as sales promotion, copywriting, media selection, account services, TV production and finance. For example, executives who manage the account services component of ad agencies ensure that their team communicates the clients’ promotional needs and overall vision to the agencies' project managers; and executives who handle marketing and sales may use market and demographic research to determine the best advertising strategy for clients. Other duties include supervising organizational management and financial issues, such as billing, accounts payable, human resources and staffing. Though not the most obvious function of an advertising executive, nearly 64 percent of an advertising agency’s revenue is allocated towards employee compensation according to the authors of "Advertising and Promotion: An Integrated Marketing and Communications Perspective."
Education
Most employers prefer that advertising executives hold a bachelor’s degree in advertising, marketing, mass communications or a similar major. Students seeking a career in advertising should take courses such as marketing principles, market research, sales advertising, public speaking, media studies and creative writing. To improve their chances of acquiring an entry-level position, candidates should first build work experience as an intern with an advertising agency.
Skills
Excellent oral, written and interpersonal communication skills are needed as an advertising executive. Creative skills, particularly in strategic planning, word processing and desktop publishing software applications, are useful. Advertising executives should know interact with different personalities, including clients, designers, account management executives and media personnel. In addition, these professionals should be highly analytical, good project managers and adept at managing multiple tasks simultaneously.
Salary
According to a June 2010 SimplyHired report, the average salary for an advertising executive in the United States was $84,000 per year. Total pay for advertising executives varied based on bonuses, profit sharing, commission, employer size and geographic location.
Potential
The Bureau of Labor Statistics (BLS) "Occupational Outlook Handbook, 2010-11 Edition" predicts that as digital media becomes more prevalent, advertising professionals will be needed to help companies promote their products and services to an increasingly diverse and technology savvy audience. However, jobs for advertising managers are still expected to decline by 2 percent due to a significant reduction of advertising agencies and publishing houses between 2008 and 2018. However, advertising professionals who are highly creative, experienced and educated will have the best chances of obtaining employment.
