WHAT DOES IT TAKE TO BECOME AN AD MANAGER?

Most advertising professionals enjoy the work they do, because the excitement of developing strategies for competing in a tough marketplace, the challenge of creating breakthrough communications, and the satisfaction of seeing the final ad in print or on television offer great reward indeed. And the gratification of being involved in a glamorous end of the business world can be combined with high earnings, too – often enough, while the advertising practitioner is still quite young. Since personal talent and ability are so crucial for the business of advertising, the rigid seniority system found in the industries is uncommon.

The ad manager's various roles call for a person with a high degree of advertising expertise and professionalism. Some qualities that tend to make successful ad managers are sales ability, enough sophistication to view a proposed campaign and make a skilled appraisal of its likelihood of success, sound planning and managerial skills, quantitative ability, a keen understanding of all marketing functions, and a personal flair for diplomacy. Some traits usually associated with less successful advertising managers are personal insecurity, reflected in arbitrary martinet-type decision making or even worse, a willingness to change direction with every corporate whim; and a need to claim all the credit for advertising successes (though a lot of other people helped, and everyone knows it) and blame the "dumb agency" for every problem. In other words, an effective ad manager must be able to determine what kind of advertising will work for the company and know where to take a stand on it.

The survey was made to find out, among other things, what professionals really thought it takes to be successful in advertising and what advice they would give to young people seeking an advertising career. There is a prevalent feeling that the future lies not with the marketing/communications expert, well versed in all aspects of this very varied field. But the most important attributes for a successful ad man are initiative and aptitude for planning campaign strategy … and writing courses are the best subject you can take.

1. What other qualities, knowledge, skills are necessary for an ad manager to be a success? Defend your point of view.