I. General provisions
1. A person with a higher education - a bachelor's degree - is appointed to the position of advertising manager.
2. No practical experience is required.
3. Appointment to the position of advertising manager, as well as dismissal from it, is made by order of the head of the organization.
4. The advertising manager must know:
4.1. Civil legislation of the Russian Federation
4.2. Marketing technologies
4.3. Basic methods of collecting, processing, analyzing and visually presenting information
4.4. Corporate standards, regulations and other local regulations governing professional activities
4.5. Organization of a sales and distribution system, planning of wholesale and retail sales
4.6. Marketing technologies and brand management technologies
4.7. Technologies for market segmentation, positioning of products and companies, assessment of the competitiveness of products and competitors
4.8. Basic principles of organizing an advertising campaign
4.9. Methods for assessing the position of an Internet site in search engines
4.10. Fundamentals of project activities
4.11. Principles of constructing and assessing feedback from consumers of media products
4.12. Labor protection, industrial sanitation and fire safety rules
4.13. _____________________________________________________________________
5. The advertising manager reports directly to ___________________.
6. During the absence of the advertising manager (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the corresponding rights and is responsible for their proper execution.
7. ________________________________________________________________
https://youtu.be/HO3dtbGx00Y
What is the purpose of the work?
The main goal of an advertising manager’s work is to promote the company’s products to the consumer market and increase profitability . A manager is a leader, literally a manager. Its goal is to select a strategy and tools to effectively influence the consumer’s consciousness that it is his product that he needs. Choosing the means to achieve your goal is also the responsibility of the manager. This is not just an advertisement for a product. But also deep marketing research involving all services of the company.
Ways to achieve promotion:
- Use of media . Establishing connections with representatives of the “fourth estate” to create a positive image of the company.
- Using the company's internal resources . Analysis of the expenditure of advertising department funds. Search for effective product promotion through creating attractive product forms and content. For example, the production of packaging for a product begins with the search for material, size, color, ease of use, that is, the search for all components that contribute to a quick purchase.
- Monitor the marketing steps of competitors and develop a strategy for behavior in a competitive environment. Constantly improve the level of customer service. Direct the work of your department towards full interaction with the company’s divisions. Carrying out promotions to study demand.
II. Job responsibilities
The responsibilities of the advertising manager include:
1. Organization of marketing research in the field of media:
— Search for statistical and analytical information characterizing the situation on the market for media products
— Search and selection of organizations carrying out marketing research, conducting sociological surveys, providing information and providing other services necessary to analyze the situation on the market for media products
— Drawing up and concluding contracts for conducting marketing research, sociological surveys on the provision of information or provision of other services necessary to analyze the situation on the market for media products
— Monitoring the implementation of the contract, accepting the results of marketing research, sociological surveys, other works and services necessary to analyze the situation on the market for media products
— Analysis based on available data of the situation on the market for media products
— Determining the target audience of consumers of media products
2. Development of a marketing strategy for media products:
— Development of a concept for promoting media products, formation of communication goals and marketing strategies
— Selection of marketing technologies and tools to convey the necessary information to the consumer
— Development and justification of a draft pricing strategy for the organization, including proposals for prices for media products
— Development of an action plan to promote media products
— Coordination of the marketing strategy with the goals, objectives and strategies of other departments and the organization as a whole
— Formation of a draft budget for the implementation of measures to promote media products
— Presentation of draft management decisions on promoting media products to the management of the organization
3. Organization of events to increase sales of media products:
— Preparation of proposals for departments involved in the development of advertising materials necessary for promoting media products
— Search and selection of organizations engaged in the development and placement of advertising materials necessary for promoting media products, promotion of the Internet site of media products in search engines
— Drawing up and concluding an agreement for the development and placement of advertising materials necessary for promoting media products, promoting the website of media products in search engines
— Monitoring the implementation of the contract for the development and placement of advertising materials necessary to anticipate media products, promoting the website of media products in search engines
— Organizing the presentation of promoted media products at public events
— Organization of projects aimed at increasing awareness of media products, including charity events
4. Monitoring and evaluating the effectiveness of media product promotion results:
— Development of a system of indicators to assess the effectiveness of measures to promote media products
— Organizing the collection of information about the recognition of promoted products in the media, consumer satisfaction, consumer opinions about the characteristics of promoted products
— Search and selection of organizations conducting sociological surveys, concluding contracts for conducting sociological surveys
— Analysis of the effectiveness of media product promotion
— Development of proposals for adjusting strategies and programs for promoting media products
II. Functions
The advertising manager is responsible for the following functions:
2.1. Organization of work on advertising production products or services provided.
2.2. Interaction with business partners, consultants, experts, popular people in order to improve advertising activities.
2.3. Methodological assistance to department heads on all issues related to advertising of production products or services provided.
2.4. Organization of personnel training, advanced training of employees.
2.5. Supervising subordinate employees.
2.6. Monitoring compliance with labor legislation in working with personnel.
III. Rights
The advertising manager has the right:
1. Request and receive the necessary information, as well as materials and documents related to issues of their activities.
2. Improve your skills
3. Take part in the discussion of issues included in his functional responsibilities.
4. Make suggestions and comments on how to improve activities in the assigned area of work.
5. Require the management of the organization to provide assistance, including ensuring organizational and technical conditions and execution of the established documents necessary for the performance of official duties.
6. Make independent decisions, guided by qualification requirements and job responsibilities
7. ___________________________________________________________
Sample job description for advertising manager
I APPROVED Name of the position of the head of the enterprise Last name and initials________________ Date of approval “________”_____________ ____
General provisions
1.1. This position is among the management positions.
1.2. The hiring and dismissal of an employee is carried out on the basis of an order from the company administration at the request of the head of the HR department or any other responsible person.
1.3. The specialist is subordinate to the enterprise administration.
1.4. If a specialist is absent on site for any reason, the performance of his duties is transferred to another employee, according to the order of the company administration, while the employee receives the rights he is entitled to and is responsible for negligence in his work.
1.5. The criteria that an applicant must satisfy in order to be hired is the presence of a diploma from a university in the field of management or a diploma from a university in any specialization with additional training in the field of management. Another requirement for applicants is that they must have at least 24 months of work experience in a similar position.
1.6. The specialist must know:
- basic laws in the field of commerce;
- basics of economics and entrepreneurship;
- the economic situation on the market;
- the procedure for setting prices and taxes;
- fundamentals of management not only in theory, but also in practice;
- advertising rules;
- all advertising methods;
- rules of organization and methods of conducting promotions;
- rules for drawing up and signing agreements for advertising campaigns, as well as their organization;
- Business Etiquette;
- basics of office work;
- methods of collecting, processing and storing information;
- computer programs;
- rules for working with subordinates, incentive options to increase productivity;
- labor law;
- experience in conducting advertising campaigns of domestic and foreign specialized enterprises;
- rules established by labor protection.
Attention! Other areas in which the specialist must understand may also be indicated.
1.7. To carry out work activities, a specialist must be guided by:
- legislation of the Russian Federation;
- any documents approved by the administration of the enterprise;
- orders of the company administration;
- this instruction.
Responsibilities
The specialist's responsibilities include:
2.1. Implementation of advertising campaigns in order to increase the demand for the company's products.
2.2. Carrying out management and control over the progress of the advertising campaign.
2.3. Development of the course of an advertising campaign with calculation of the costs of its implementation.
2.4. Participation in determining the advertising strategy based on the chosen course for promoting the company’s activities.
2.5. Development or selection of methods for placing advertising in the media, composing texts for advertising and its full design.
2.6. Selecting specific methods of advertising - television, stands, etc., combining them to achieve the best result.
2.7. Studying user demand in order to choose the most appropriate option for advertising and timing of promotions, identifying specific users for whom promotions are carried out, targeting companies at certain groups distributed by demand, gender, age and type of work activity.
2.8. Writing advertising slogans, drawing up the design of posters and other types of advertising, monitoring the quality of their implementation, as well as ensuring that rules and laws are not violated in the text, on the poster and other types of advertising.
2.9. Monitoring compliance with competition rules.
2.10. Monitoring the development and implementation of agreements for the implementation of promotions.
2.11. Organizing communication with business partners, ways to collect relevant information and expanding cooperation to increase the effectiveness of advertising activities.
2.12. Conducting an analysis of the motivation of demand from users for services or goods produced by the company, organizing a study of consumer needs in order to determine the direction of the organization and conduct promotions.
2.13. Maintaining contacts with the rest of the company’s departments to attract them to participate in the development and implementation of advertising campaigns, involving the organization’s professionals in solving problems set by the administration, inviting famous personalities to participate in advertising campaigns and concluding relevant agreements with them.
2.14. Carrying out management of the department entrusted to him.
Rights
The specialist has the following rights:
3.1. View all administration documents related to advertising.
3.2. Take part in the discussion of issues that are within the competence of the specialist.
3.3. Submit proposals to improve the company's activities for consideration by the company administration.
3.4. Contact all departments of the company regarding the organization and conduct of promotions.
3.5. Sign any documents within the competence of a specialist.
3.6. Raise questions about rewarding distinguished employees subordinate to him, as well as about applying penalties to violators.
3.7. Demand assistance from the administration in the implementation of their official duties and rights.
Responsibility
The specialist is held liable in the following cases:
4.1. Negligent performance or neglect of the duties specified in the instructions in question, in accordance with the laws of Russia.
4.2. Legal violations in the course of fulfilling their duties, according to the laws of Russia.
4.3. Causing material damage in the course of fulfilling one’s duties, in accordance with the laws of Russia.
Important information! When drawing up this document, you need to rely on the Labor Code of the Russian Federation.
IV. Responsibility
The advertising manager is responsible for:
1. For improper performance or failure to fulfill one’s job duties provided for in this job description - within the limits determined by the current labor legislation of the Russian Federation.
2. For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage - within the limits determined by the current labor and civil legislation of the Russian Federation.
4. ____________________________________________________________________
This job description has been developed in accordance with the provisions (requirements) of the Labor Code of the Russian Federation dated December 30, 2001 No. 197 FZ (Labor Code of the Russian Federation) (with amendments and additions), the professional standard “Specialist in the promotion and distribution of media products” approved by order Ministry of Labor and Social Protection of the Russian Federation dated August 4, 2014. No. 535n and other legal acts regulating labor relations.
Career prospects
Young professionals start working as assistants or are completely immersed in all the hardships of office work. By performing analytical work, preparing reports and calculating financial indicators, they completely move away from the advertising process. Do mostly menial work.
In small companies, an advertising specialist deals with all the work at once: design, copywriting, slogans, logos, document flow, reports. In large companies, the manager oversees these operations and is the main link between the customer and advertising providers.
Development prospects depend on the democratic organization of work and the personal merits of the manager.
