Advertising Manager- This is a specialist who is responsible for the effective promotion of goods and services. The profession is suitable for those who are interested in economics, social studies and psychology. The profession is suitable for those who are interested in economics and psychology (see the choice of profession for interest in school subjects).
Short description
An advertising manager is one of the most popular professions in the modern personnel market. It plays a key role in the promotion of various business proposals, as well as in the formation of a loyal target audience. Advertising refers to marketing communications, so the manager develops strategies and creates products that will definitely attract the attention of potential buyers and allow new customers to be interested.
The advertising manager has a strong stock of knowledge regarding market economics, marketing, pricing principles, administration, and other disciplines. The work is creative, but the activity is closely related to economic and strategic planning.
Features of the profession
An advertising manager is needed in any company - from a government agency to an online store. He knows how to find strengths in the weakest product, considering it from a commercial point of view. The Advertising Manager is responsible for the following:
- in-depth analysis of the product or service that needs to be promoted on the market;
- analysis of the target audience and competitive environment;
- preparation of a marketing plan and its implementation: team coordination, planning, budgeting and expedient spending of funds;
- selection of appropriate methods and channels for advertising. The manager takes part in the design development: color, texts, sound, video and graphic design;
- control over the process of creating advertising printing: banners, posters, signs, price tags and other types of products;
- conclusion of advertising deals with business partners, interaction with SMM specialists, representatives of the media and other marketing channels;
- study of the needs of buyers and their reaction to an advertising campaign, analysis of the causes of failures.
Often the manager does not perform the listed work himself, but turns to specialized agencies. In this case, it is agency employees who develop plans, analyze, form concepts and look for platforms for their implementation. However, the advertising manager, being a representative of the client company, controls their activities, approving the best solutions and pointing out mistakes.
Pros and cons of the profession
pros
- An advertising manager is one of the most popular specialists in the labor market, because without advertising it is impossible to sell goods and services.
- Sufficiently high wages, in some cases, the advertising manager may qualify for bonuses and even a percentage of sales (depending on the terms of the contract).
- The profession is creative, it is simply created for active communicators.
- Employment prospects in respectable domestic companies.
- Opportunity to make interesting and useful acquaintances.
- Work in a creative team.
- The profession is prestigious, it opens the way to career heights and a stable income.
Minuses
- The advertising manager has a large amount of responsibilities and obligations.
- The developed advertising concept is not always of interest to buyers.
- High competition requires the constant generation of new ideas, which can be morally draining and even lead to professional burnout.
Important Personal Qualities
The advertising manager is a real pro who always brings the job he has started to the end! He has a high level of communication skills, competence, activity, perseverance, responsibility. This person is inclined to both the exact and the humanities, and a strong creative principle also dominates in him. The primary role in the character of an advertising manager is played by creativity, the ability to think outside the box and lead a large team, and a developed imagination.
advertising manager training
To work in the field of advertising marketing, you need to get an education at a university or college, although the first option is more preferable. The priority direction, if you make a choice in favor of the university, is "Advertising and Public Relations" (code: 42.03.01), which is extremely popular among applicants. In Moscow universities, the competition exceeds 13 people per place, so you need to prepare very well for the entrance campaign. Please note that for this specialty the profile subject is social science, you also need to take 2-3 more exams (depending on the university): literature, computer science, history, foreign language. In colleges, worthy areas of training are open, in particular, these are the profiles "Advertisement" and "Advertising Agent". You can enter the university after the 11th grade, in the secondary school - after the 9th and 11th.
Best Universities for an Advertising Manager
- NRU HSE.
- RUDN.
- MSGU.
- REU them. G. V. Plekhanov.
- Moscow State University M. V. Lomonosov.
- MGIMO.
- SPbPU.
- SamGU.
- IKBFU I. Kant.
Top Colleges
- THTK.
- College of Moscow State University.
- College MU them. S. Yu. Witte.
- UGK them. Polzunov.
- NKPiIT.
Place of work
Advertising managers can find work in private companies engaged in the production and sale of products, distribution of various services. They are also in demand in the media, advertising agencies, marketing departments of government and educational institutions. It is not uncommon for advertising managers to be recruited by individuals such as movie stars, politicians, and others.
Wage
The salary depends on the region of residence, professional qualities, the company and the terms of the contract. Companies are happy to hire advertising managers who have a customer base, established contacts with the media - such employees are most highly valued. Advertising managers who have work experience confirmed by at least 1-2 successful projects apply for an average salary. Having completed several high-quality works, the manager will receive a steady stream of orders and offers from potential employers.
Salary as of 12/12/2019
Russia 20000—100000 ₽
Moscow 40000—100000 ₽
Professional knowledge
- Fundamentals of budgeting, social psychology and economics.
- Media planning.
- Confident use of a PC: office programs, graphic editors, sound, color, video editors.
- Social Media Marketing.
- Foreign language.
It is important for the advertiser to take into account that most creative people are sometimes quite unorganized. When interacting with them, it is very important to correctly identify tasks and plan the whole day. In a different scenario, a lot of effort and time will be spent on work, and the end result will be unsatisfactory.
If a specialist works in an agency, it may be difficult to understand the goals and intentions of the customer. The positive side of employment in the agency is the opportunity to develop your horizons and study activities in various fields. Also, the specialist acquires serious practical skills.
One of the weaknesses of the profession of an advertising specialist is a solid degree of responsibility. And even one wrong phrase can change the customer's opinion for the worse. As a result, all work will be in vain.
Other cons are:
2. Huge amounts of paper work or work with documents on the computer. There is a lot of reporting in this activity.
3. You need a stable psyche. Often you have to deal with rejections and you should be guided by the rule of always being right by the client.
And the strengths of this profession are:
1. Opportunity to develop multifaceted creative thinking.
2. Communication with a huge number of people.
3. Participation in many exciting activities.
4. Dynamic pace of work.
5. Rapid career growth.
6. Excellent prospects.
Points 5 and 6 are the most scrupulous. Here the scale of the advertising organization itself matters. For example, getting a job at a modest agency or publication is easy. There, if you manage to find several clients in a couple of months, you will meet the standards of this company. In a more serious company or publication, the requirements are much tougher. Often up to 20 people apply for one vacancy. If you have little experience in this area, then it is better for you to recruit it in a small organization. In addition, under certain conditions, it can increase its scale, and you have the opportunity to lead the advertising department or even the company itself.
Advertising Specialist. requirements for this profession.
To get this position, it is not always necessary to have the appropriate education. However, serious competition is forcing many companies to form a staff of qualified employees. If the applicant has more than one higher education, then his chances of getting this job are greatly increased. It's great if he is well versed in marketing, psychology, sociology and journalism. A person with one higher education can develop his knowledge by taking special courses in advertising.
And even with education and a document on completed courses, the following qualities of an advertising specialist are needed:
1. Organize and establish the interaction of the brand with the external environment.
2. Create and maintain a positive image of the entire company or its individual products.
3. Analyze the factors and make predictions of all possible outcomes of the future impact on the prospects of the organization.
4. Efficiently develop work even with a modest budget.
5. Show creativity, perseverance, mobility and activity in your work.
6. Competently build your speech.
7. Communicate with a different contingent.
The category of clientele often includes people of creative specialties, representatives of government agencies and the political sphere. It is necessary to competently find an approach to each environment, to establish interaction with people, to build your speech correctly and not to violate a certain manner of communication. It is also very important to have charm in order to have a different contingent to communicate.
The knowledge necessary for an advertising specialist to work successfully is as follows:
1. Bases of such areas: psychology, marketing, design, politics and branding.
2. Multiple foreign languages.
3. All the specifics of the organization in which he works.
4. The specifics of the work of competing firms.
An advertising specialist also needs to have contacts with the business sector, the media and government agencies. The specialist should be well aware of:
1 How does this mechanism work: how does a trade brand maintain its condition?
2 How to convince a potential customer to use the services of a particular company?
According to the job description, the advertising specialist must:
1. Develop sales volumes.
2. Keep records.
3. Work with direct clientele.
4. Advise clients on the services provided.
Points 3 and 4 are considered basic in this specialty.
They are interpreted depending on where the specialist works. If he represents an advertising agency, he must:
1. Communicate with clients.
2. Know the features of the customer company and promptly offer methods for promoting its products.
3. Do stream work.
If his place of work is an advertising agency on the Internet, then he must:
1. Have excellent knowledge of the principles of advertising on the network.
2. Collaborate with experts in the field of promoting products using the Internet.
3. Competently embed the entire workflow.
We offer you to get acquainted with other professions, the driver and logistician.
If an advertising specialist works for a radio station or television, he must:
1. Competently designate tasks.
2. Possess charm.
3. Focus on a specific consumer.
4. Study customer needs.
If the place of his work is a printed publication, then the priority skill here is the ability to correctly build speech and select the necessary words. Without these skills, sales development is not possible.
Salary questions.
The average salary of an advertising specialist in the capital of Russia is in the range of 35,000 - 45,000 rubles. In St. Petersburg: 20,000 - 30,000 rubles. it should be borne in mind that the level of salary is also determined by the quality of the services provided and the experience of the employee.
The starting salary of a beginner in a modest agency or publication is approximately 17,000 - 22,000 rubles. Added to this is a percentage of its sales. As the client base grows, this salary can double. And to this are added good percentages of sales - about 25,000 - 30,000 rubles.
Specialists with solid experience have incomes of 35,000 rubles + excellent interest.
As you know, with the help of advertising, trade is promoted. And until the moment when the director of the organization hires a certain specialist, he must study his previous projects and merits. This is the only way to give an objective assessment of his professionalism and experience.
Do you want to explore the profession even deeper? We invite you to watch this video:
Greetings to all readers and visitors of the blog! Today I will talk about who a contextual advertising specialist is, what is within his competence, how to become one, and what skills are needed for this profession. I want to make a reservation right away that the specialty requires a fairly serious level of knowledge, so if you want to try your hand at this area of earnings, then be prepared for the fact that you will have to shovel a lot of literature, watch videos and attend various trainings and courses.
A contextual advertising specialist is a person who is able to competently organize an advertising campaign on the Internet in order to promote certain services to the people or introduce the brand to as large an audience as possible. His responsibilities include the following:
- development of an advertising campaign strategy;
- creating the advertisement itself;
- setting up ads and placing them;
- further monitoring of the campaign, evaluation of its effectiveness, introduction
- additions and improvements.
A bit of history
This profession is considered relatively young, since it appeared with the development of the Internet and doing business on it. The created ads were directly related to the context of the page where they were placed, hence the name "contextual advertising". Now this method of attracting customers has been abandoned, and now ads are shown depending on what each specific user is interested in.
Surely you noticed that while surfing the sites you saw ads and thought: “Oh, I just recently searched for this on the Internet!”. So, friends, this is the result of the work of a contextual advertising specialist. Search engines track your queries and then show the ad that is closest "in spirit" to what you need.
What will you need?
What should a contextual advertising specialist be able to do? First, let's talk about personality traits. They play a decisive role, pushing into the background all the skills and knowledge gained as a result of training.
1. Analytical mindset
It is necessary to be able to conduct a deep analysis of an incredibly large amount of information, confirm or refute theses, put forward hypotheses, in order to eventually be able to make the right advertising campaign, which will multiply the client's profits.
2. Patience
How to become a specialist? You need to have patience. Not even patience, but the ability to adapt to monotonous work. The specialist will have to constantly group keywords, expand the database, monitor market fluctuations and user demand. Periodically, you need to monitor updates of search campaigns, select and exclude sites (where ads are placed) from which there is no traffic, update banners, and much more.
3. Ability to experiment
If your first option is not liked by the client, you need to make a second one. If the second one didn’t fit either, then you can tune in to a different wave and boldly set up experiments, the meaning of which should still be subject to a certain logic. It is also important to be able to critically evaluate your own work. Think: “Would I succumb to such advertising?”.
4. Ability to communicate clearly
You need to be able to defend your position and correctly operate with arguments. Communication skills will be useful for faster and more understandable communication with colleagues - marketers, designers, programmers and others. The ability to multitask is, in my opinion, the most important quality.
To work, you will have to study in detail at least two services - these are Yandex.Direct and Google Adwords. These platforms help webmasters to place ads and earn money on it, and advertisers effectively and profitably announce their services and products.
How to master a profession?
You can become a contextual advertising specialist remotely by enrolling in courses, or you can find relevant trainings in your city. The profession is rapidly gaining popularity, so the search will not be any problem. If you are just thinking and wondering if this type of income is suitable for you, then, firstly, read a little lower about possible earnings, and secondly, sign up for free courses, of which there are a huge number on the Internet. There, of course, they won’t really teach you anything (free cheese is only in a mousetrap, let’s remember this) and you will leave without work experience, but they will give you a rough idea of \u200b\u200bwhat you have to do.
Also, it will not be superfluous to study the instructions provided by the sites themselves. For Yandex.Direct and Google, they are located in the corresponding sections of help and assistance.
How much can you earn?
There is no ceiling on the salary of a qualified specialist. Seriously. You can organize several companies and ensure yourself a constant high income, simply by maintaining advertising and updating it on time. So, in principle, advertisers live who promote serious brands that are on everyone's lips (Coca Cola, Adidas, Apple and others). And how much these people earn is easy to imagine. In general, a specialist receives from 25 thousand rubles a month and more (depending on the success of advertising).
I hope that now you have an impression of what kind of profession it is and how to master it. On this I want to say goodbye and remind you that there is still a lot of interesting and very useful things ahead of us, so subscribe to blog updates so as not to miss anything!
PS: Interesting facts - how to become successful
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A contextual advertising specialist is one of the most sought-after digital professions, as businessmen are interested in people who can attract leads from the Internet. Is it worth it to spend time learning a new specialty? Definitely, yes, because this profession is unlikely to go out of fashion.
In this article, you will learn who PPC specialists are and what their responsibilities are. In addition, I will give a list of requirements that employers make and show the average salaries for this profession.
Read about similar professions:
A contextual advertising specialist is a person who sets up and manages campaigns in Google Adwords, Yandex.Direct and other advertising systems. His job has nothing to do with what outdoor and print advertising managers do. That is why entrusting the context to such specialists is at least unreasonable.
Sometimes employers use the term "PPC Specialist" in a job posting. It was formed thanks to one of the types of advertising model - pay per click, or "pay per click". There is no difference in the duties of such specialists.
A good PPC specialist knows how to attract potential customers to the site from search engines. To do this, it performs a huge array of tasks that are easy to overlook from the outside:
- selects key phrases by which people can search for goods and services;
- defines negative keywords that filter out "garbage" traffic;
- chooses the optimal strategy for an advertising campaign;
- creates several options for creatives - pictures, headlines, ad texts;
- analyzes the performance of campaigns, ad groups and ads, constantly working to increase conversions.
In addition, most PPC specialists can perform some of the duties of marketers. For example, to make portraits of the target audience, to segment it in order to attract the maximum number of customers within the given advertising budget.
The work of a contextual advertising specialist is a constant analysis and search for the best solution to the problem to increase the number of sales.
Context specialists can work in the state, sitting in the office, outsourcing or freelancing. In the first two cases, they have one customer and, more often, one project. They promote the services and products of only one company on the Internet. They have a fixed salary and bonuses.
Freelance contextualists can run multiple campaigns at once while sitting at home or in a co-working space. They often charge fixed amounts for services rendered, such as setting up a campaign, maintaining it, or auditing it. Prices depend on the experience and ambitions of the specialist.
- selection of keywords;
- competitor analysis;
- creation and management of advertising campaigns;
- work with web analytics services;
- development of advertising optimization strategies;
- preparation of analytical reports;
- making proposals taking into account the advertiser's business objectives.
Ideally, businessmen want to find a person who will quickly understand the specifics of the business, offer effective ways to advertise goods and services, and set up an advertising campaign that will bring visible results in the form of leads within a week. At the same time, it does not matter what services and tools the specialist will use - traffic and applications are above all.
Services for work
- and - to set up and maintain contextual advertising;
- and - for web analytics and campaign optimization;
- eLama, Garpun, etc. - for advertising automation.
In addition, PPC specialists can use other working tools - services for collecting and backing keywords, creating graphics, generating UTM tags, and analyzing competitors. They make it easier to work with contextual advertising and save a lot of time.
Most of the services are paid. Freelancers include the cost of paying for subscriptions in the cost of their services. Outsourcers and in-house employees will tell you what services are needed in the work and how much you have to pay for them.
In most vacancies, contextual advertising specialists put forward standard requirements:
- Analytical mind;
- campaign experience;
- ability to use the tools of advertising systems;
- higher education;
- sociability.
Ideally, if the specialist is "multi-armed" - he will make graphics and write texts for advertisements, launch a campaign, analyze its effectiveness, and find flaws on the site that affect conversion. This is not a sin to pay decent money.
However, some employers are ready to assign a bunch of other responsibilities to specialists - from copywriting to direct sales of services to clients. See what requirements and responsibilities appear in vacancies on the hh.ru website so you don't panic while looking for a job.
A list of requirements and responsibilities in a vacancy with a 5/2 schedule from 10:00 to 18:00 and a salary of 25,000–30,000 rubles.
The company not only puts forward a number of serious requirements, but is also ready to train employees from scratch in all the intricacies of the profession:
This employer knows what PPC specialist he needs:
Blurred list of requirements and scope of work. Most likely, a bunch of left-handed duties are hung on a contextual advertising specialist, including layout:
As you can see, each company has different requirements for specialists in context. In order not to do the work of other employees, clarify the list of duties at the negotiation stage. Otherwise, you risk subscribing to slave labor, a ton of responsibility and a meager salary.
Contextual advertising training
On the Internet, you can find many online courses that will help you quickly master the profession of a contextual advertising specialist.
Customers adequately pay for the work of specialists who know how to set up contextual advertising. The level of wages depends on the experience of the employee, the size of the company and the region of its presence. For example, a full-time contextologist from a provincial town will most likely be paid less than a specialist in a large Moscow company. I will give the average figures in different regions for comparison.
Salaries for vacancies with a full load. Prices are in rubles before deduction of personal income tax
Specialists who set up advertising for Internet users from the CIS, Europe and the USA are also needed. However, in this area there are other prices and features of promotion. It will not work to rebuild in a few weeks on the bourgeoisie, having little experience in Runet. It will take, at a minimum, knowledge of the language, mentality, laws on advertising. Otherwise, you will have to answer to the customer for the drained budget and the company's participation in litigation.
