Advertising, Promotions, and Marketing Managers

Advertising, Promotions, and Marketing Managers

Advertising managers can be found in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in companies that advertise heavily.

Advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media

Plan advertising and promotional campaigns

Plan advertising, including which media to advertise in, such as radio, television, print, online media, and billboards

Negotiate advertising contracts

Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement

Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses

Develop pricing strategies for products or services marketed to the target customers of a firm

Meet with clients to provide marketing or technical advice

Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service for a department, for an entire organization, or on a project basis (account). They work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the advertising campaign.

Often, advertising managers serve as liaisons between the client requiring the advertising and an advertising or promotion agency that develops and places the ads. In larger organizations with an extensive advertising department, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs.

Advertising managers known as account executives manage clients' accounts, but they are not responsible for developing or supervising the creation or presentation of the advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations' customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then they oversee the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

Adult Literacy and GED Teachers

What Adult Literacy and GED Teachers Do

Adult literacy and GED teachers need to use different teaching strategies to meet their students’ needs.

Adult literacy and General Education Development (GED) teachers instruct adults and youths who are out of school in basic skills, such as reading, writing, and speaking English. They also help students earn their GED or high school diploma.

Duties

• Adult literacy and GED teachers typically do the following:
• Evaluate students' strengths and weaknesses
• Plan and teach lessons to help students gain the knowledge and skills they need to meet their goals, such as learning English or getting their GED
• Emphasize skills that will help students find jobs, such as learning English words and phrases used in the workplace
• Work with each student to challenge him or her and overcome the student’s weaknesses
• Assess students for possible learning disabilities
• Monitor students' progress toward their goals
• Help students develop study skills 
• Connect students to other resources in their community, such as mental health services or job placement services

Before students enter these education programs, their educational level and skills are assessed. Sometimes the teachers do this assessment, but in many cases another staff member does it.

In many programs, the teacher then works with other staff members to use information from the assessment and information about the student’s goals to develop an individualized educational program (IEP).

Teachers must formally evaluate their students periodically to determine their progress and potential to go on to the next level. However, they informally evaluate their students' progress continually.

Adult literacy and GED teachers often have students of various levels in their classes. As a result, teachers need to use teaching strategies and methods that meet all of their students’ needs. In addition, teachers focus on helping students develop skills they need in the workplace. For example, they may teach students how to read a contract or how to estimate the cost of materials needed to remodel a kitchen. Teachers may work with students in classes or tutor them one-on-one.

There are three basic types of education that adult literacy and GED teachers provide:

Adult basic education classes teach students the basics of reading, writing, and math. Students often enter these classes at or below an eighth-grade level in these subjects. Students generally are 16 years and older and need to gain proficiency in these skills to improve their job situation.

GED and adult secondary education classes prepare students to take the test to earn their GED. Sometimes these classes help students finish the credits necessary for them to earn a high school diploma. Some programs are combined with career preparation programs so that students can earn their GED or high school diploma and a career-related credential at the same time.

Passing the GED means passing five tests: reading, writing, mathematics, science, and social studies. In addition, GED and adult secondary teachers help their students improve their skills in communicating, critical thinking, and problem solving—skills they will need for further education and successful careers.

English as a Second Language (ESL) classes teach students to read, write, and speak English. These classes are sometimes also called English for speakers of other languages (ESOL). People in these classes are recent immigrants to the United States and others whose native language is not English.

ESL teachers often focus on helping their students with practical vocabulary for jobs and daily living. They may also focus on preparing their students to take the citizenship exam.

In one class, an ESL teacher may have students from many different countries and cultures. Because the ESL teacher and the students may not share a common native language, ESL teachers must be creative in fostering communication in the classroom to achieve their education goals

Work Environment

Adult literacy and GED teachers often work in community colleges, community-based organizations, and public schools.

Adult literacy and General Education Development (GED) teachers are often employed by community colleges, community-based organizations, and public schools. Some work in prisons.The following industries employed the most adult literacy and GED teachers:

Elementary and secondary schools; state, local, and private Junior colleges; state, local, and private Other educational services; state, local, and private State and local government, excluding education and hospitals  Students in adult literacy and GED programs attend classes by choice. As a result, they are often highly motivated, which can make teaching them rewarding and satisfying.

Work Schedules

Classes are held at times when students are not at work, so many teachers work in the mornings and evenings.

Accountants and Auditors

Accountants and Auditors

What Accountants and Auditors Do About this section

Accountants and auditors examine financial statements for accuracy and conformance with laws.

Accountants and auditors prepare and examine financial records. They ensure that financial records are accurate and that taxes are paid properly and on time. Accountants and auditors assess financial operations and work to help ensure that organizations run efficiently. 

Duties

Accountants and auditors typically do the following:

·    Examine financial statements to ensure that they are accurate and comply with laws and regulations.         Compute taxes owed, prepare tax returns, and ensure that taxes are paid properly and on time. Inspect account books and accounting systems for efficiency and use of accepted accounting procedures. Organize and maintain financial records. Assess financial operations and make best-practices recommendations to management. Suggest ways to reduce costs, enhance revenues, and improve profits.

In addition to examining and preparing financial documentation, accountants and auditors must explain their findings. This includes face-to-face meetings with organization managers and individual clients, and preparing written reports.

Many accountants and auditors specialize, depending on the particular organization that they work for. Some organizations specialize in assurance services (improving the quality or context of information for decision makers) or risk management (determining the probability of a misstatement on financial documentation).

Some workers with a background in accounting and auditing teach in colleges and universities. For more information, see the profile on postsecondary teachers.

The following are examples of types of accountants and auditors:

Public accountants perform a broad range of accounting, auditing, tax, and consulting tasks. Their clients include corporations, governments, and individuals.

They work with financial documents that clients are required by law to disclose. These include tax forms and balance sheet statements that corporations must provide potential investors. For example, some public accountants concentrate on tax matters, advising corporations about the tax advantages of certain business decisions, or preparing individual income tax returns.

Public accountants, many of whom are Certified Public Accountants (CPAs), generally have their own businesses or work for public accounting firms. Publicly traded companies are required to have CPAs sign documents they submit to the Securities and Exchange Commission (SEC), including annual and quarterly reports.

External auditors review clients’ financial statements and inform investors and authorities  whether the statements have been correctly prepared and reported.

Some public accountants specialize in forensic accounting, investigating financial crimes such as securities fraud and embezzlement, bankruptcies and contract disputes, and other complex and possibly criminal financial transactions. Forensic accountants combine their knowledge of accounting and finance with law and investigative techniques to determine if an activity is illegal. Many forensic accountants work closely with law enforcement personnel and lawyers during investigations and often appear as expert witnesses during trials.

Management accountants, also called cost, managerial, industrial, corporate, or private accountants, record and analyze the financial information of the organizations for which they work. The information that management accountants prepare is intended for internal use by business managers, not by the general public.

They often work on budgeting and performance evaluation. They also may help organizations plan the cost of doing business. Some may work with financial managers on asset management, which involves planning and selecting financial investments such as stocks, bonds, and real estate.

Government accountants maintain and examine the records of government agencies and audit private businesses and individuals whose activities are subject to government regulations or taxation. Accountants employed by  the central government, and local governments ensure that revenues are received and spent in accordance with laws and regulations.

Internal auditors check for mismanagement of an organization’s funds. They identify ways to improve the processes for finding and eliminating waste and fraud. The practice of internal auditing is not regulated, but they follow the generally accepted standards.

Information technology auditors are internal auditors who review controls for their organization’s computer systems, to ensure that the financial data comes from a reliable source.

Work Environment About this section

Most accountants and auditors work full time.

Most accountants and auditors work in offices, although some work from home. The work tends to be fast-paced and can be stressful. Although they complete much of their work alone, they sometimes work in teams with other accountants and auditors. Accountants and auditors may travel to their clients’ places of business.

The industries that employed most accountants and auditors are:

• Accounting, tax preparation, bookkeeping, and payroll service
• Government
• Finance and insurance
•  Management of companies and enterprises
• Manufacturing

Work Schedules

Most accountants and auditors work full time. In 2012, about 1 in 5 worked more than 40 hours per week. Longer hours are typical at certain times of the year, such as at the end of the budget year or during tax season.

How to Become an Accountant or Auditor

Most accountants and auditors need at least a bachelor’s degree in accounting or a related field.

Most accountants and auditors need at least a bachelor’s degree in accounting or a related field. Certification within a specific field of accounting improves job prospects. For example, many accountants become Certified Public Accountants (CPAs).  

Education

Most accountant and auditor positions require at least a bachelor’s degree in accounting or a related field. Some employers prefer to hire applicants who have a master’s degree, either in accounting or in business administration with a concentration in accounting.

A few universities and colleges offer specialized programs, such as a bachelor’s degree in internal auditing. In some cases, those with associate’s degrees, as well as bookkeepers and accounting clerks who meet the education and experience requirements set by their employers, get junior accounting positions and advance to accountant positions by showing their accounting skills on the job.

Many colleges help students gain practical experience through part-time internships with public accounting or business firms.

Licenses, Certifications, and Registrations

Every accountant filing a report with the Securities and Exchange Commission (SEC) is required by law to be a Certified Public Accountant (CPA). Many other accountants choose to become a CPA to enhance their job prospects or to gain clients. Some employers will often pay the costs associated with the CPA exam.

Certification provides an advantage in the job market because it shows professional competence in a specialized field of accounting and auditing. Accountants and auditors seek certifications from a variety of professional societies. 

Advancement

Some top executives and financial managers have a background in accounting, internal auditing, or finance.

Beginning public accountants often advance to positions with more responsibility in 1 or 2 years and to senior positions within another few years. Those who excel may become supervisors, managers, or partners; open their own public accounting firm; or transfer to executive positions in management accounting or internal auditing in private firms.

Management accountants often start as cost accountants, junior internal auditors, or trainees for other accounting positions. As they rise through the organization, they may advance to accounting manager, chief cost accountant, budget director, or manager of internal auditing. Some become controllers, treasurers, financial vice presidents, chief financial officers, or corporation presidents.

Public accountants, management accountants, and internal auditors can move from one aspect of accounting and auditing to another. Public accountants often move into management accounting or internal auditing. Management accountants may become internal auditors, and internal auditors may become management accountants. However, it is less common for management accountants or internal auditors to move into public accounting.

Important Qualities

Analytical skills. Accountants and auditors must be able to identify issues in documentation and suggest solutions. For example, public accountants use analytical skills in their work to minimize tax liability, and internal auditors do so when identifying fraudulent use of funds.  

Communication skills. Accountants and auditors must be able to listen carefully to facts and concerns from clients, managers, and others. They must also be able to discuss the results of their work in both meetings and written reports.

Detail oriented. Accountants and auditors must pay attention to detail when compiling and examining documentation.

Math skills. Accountants and auditors must be able to analyze, compare, and interpret facts and figures, although complex math skills are not necessary.

Organizational skills. Strong organizational skills are important for accountants and auditors who often work with a range of financial documents for a variety of clients.

Top Executives:                Top executives devise strategies and policies to ensure that an organization meets its goals. They plan, direct, and coordinate operational activities of companies and organizations. 

                                         

Tax Examiners and Collectors, and Revenue Agents:      Tax examiners and collectors, and revenue agents ensure the central government, and local governments get their tax money from businesses and citizens. They review tax returns, conduct audits, identify taxes owed, and collect overdue tax payments. 

                                       

Postsecondary Teachers:             Postsecondary teachers instruct students in a wide variety of academic and vocational subjects beyond the high school level. They also conduct research and publish scholarly papers and books. See How to Become One       

       

Personal Financial Advisors:       Personal financial advisors give financial advice to people. They help with investments, taxes, and insurance decisions.      

          

Management Analysts:                                 Management analysts, often called management consultants, propose ways to improve an organization's efficiency. They advise managers on how to make organizations more profitable through reduced costs and increased revenues.          

               

Financial Managers:       Financial managers are responsible for the financial health of an organization. They produce financial reports, direct investment activities, and develop strategies and plans for the long-term financial goals of their organization.       

                                 

Financial Analysts:          Financial analysts provide guidance to businesses and individuals making investment decisions. They assess the performance of stocks, bonds, and other types of investments.

Cost Estimators:               Cost estimators collect and analyze data in order to estimate the time, money, materials, and labor required to manufacture a product, construct a building, or provide a service. They generally specialize in a particular industry or type of product.

Budget Analysts:              Budget analysts help public and private institutions organize their finances. They prepare budget reports and monitor institutional spending.     

                   

Bookkeeping, Accounting, and Auditing Clerks:                Bookkeeping, accounting, and auditing clerks produce financial records for organizations. They record financial transactions, update statements, and check financial records for accuracy.