Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
- Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support and action, to further campaign goals.
- Manage sales team including setting goals, providing incentives, and evaluating employee performance.
- Contact organizations to explain services and facilities offered.
- Coordinate with the media to disseminate advertising.
- Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
- Track program budgets and expenses and campaign response rates to evaluate each campaign based on program objectives and industry norms.
- Train and direct workers engaged in developing and producing advertisements.
- Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
- Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes.
- Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
People who work in this occupation generally have the interest code: EAC.
This means people who work in this occupation generally have Enterprising interests, but also prefer Artistic and Conventional environments.
People who work in this occupation generally prize Achievement, but also value Working Conditions and Recognition in their jobs.
- English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
- Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
- Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
- Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Speaking - Talking to others to convey information effectively.
- Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
- Time Management - Managing one's own time and the time of others.
- Writing - Communicating effectively in writing as appropriate for the needs of the audience.
- Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
- Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Most of these occupations require a four-year bachelor's degree, but some do not.
In 2017, the average annual wage in California was $122,050 with most people making between $55,760 and $199,690
During 2014, this occupation employed approximately 4,100 people in California. It is projected that there will be 4,700 employed in 2024.
This occupation will have about 60 openings due to growth and about 140 replacement openings for approximately 200 total annual openings.