The Advertising Manager - Functional Role, Supervising and Contact of Advertising Agencies

Depending on the size and range of activities of an enterprise the activities of the advertisingmanger would vary. This person could be called upon to act as the representaive of the enterprise in dealing with the advertising agency and in buying other advertising or advertising related services. This is mainly an adminnistrator's job. It would however require some understanding of advertising and, of course, marketing.

The advertising manager could also be in charge of a department, co-ordinating and supervising the work of the staff in a day-to-day working relations with the advertising agency, or with even creating the company's own advertisements. Such a person could also co-ordinate the activities of a number of junior advertising managers or product managers or branch managers, responsible for the marketing and advertising of one particular group of products.

Whatever the type of organisation and structure of the advertising buying operation, the responsibilities of the advertising manager would be more or less be the same. Obviously this person, when not working on one's own, would have to work closely with the top management of the company or the policy-maker and particularly the marketing and sales personnel. The advertising manager would be reponsible for organising the testing of a product in a limited market, before it is universally marketed. This would involve also the marketing strategy, the advertising strategy, etc. Of course, in the case of a large enterprise, the advertising manager would work as part of a team, including marketing executives and marketing research personal. In a smaller set-up it would obviously be a singleperson affair may be aided by the advertising agency, if it's sevices are utilised.

Moving from the internal to the external sphere, the task of the advertising manager is to brief the advertising agency or the other service organisations related to advertising agency or the other service organisations related to advertising. This is possibly the most important responsibility. This involves not only a profound understanding of the policy of the enterprise concerned, but also the ability to interpret it clearly to individuals who do not have direct access to the processes and compulsion of policy formulation. The advertising manager must not be only be able to share the knowledge and understanding gained over the years through association with the organisation, but also share it in such a way as to enable the agency to translate the requirements of the advertisier into the most effective marketing communcation programme or advertising. This calls for good communication ability and understanding of the requirements of an advertising agency to perform it's task effectively.

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