JET Conference: Outlook for Marketing & PR Jobs

by Nadine Zukoski

February 27, 2003

What is Marketing?

American Marketing Association's (AMA) Definition:
"Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."

  • The goal of marketing is to understand customer needs and then translate those needs into a marketing communication, advertising campaign or sales effort.

  • Marketing is a tool - it is a bridge between the product and customer. The focus of marketing is on meeting the needs of customers and getting value in return.

  • One of marketing's primary functions is to educate customers about products and services. Persuading people to make informed purchase decisions is how marketing works.

The Marketing Mix

Marketing generally begins with market research and analysis of customers, competitors, the company, and the marketing environment.

Based on this analysis, the marketer positions the Product benefits to the customer, Prices it, coordinates its distribution through one or multiple Places, and Promotes it through advertising, public relations and sales.

These "4Ps" are known as the marketing mix, which is the organization's overall value offered to the customer.


The Marketing Sub-functions

Some people call marketing, corporate communications, and others call sales, marketing. The terms used to describe marketing functions can be confusing as they are often interchangeably used.

What marketing positions have in common is the sense of ownership over the product.

Below are some of my definitions of the various marketing sub-functions. These are by no means definitive:

Advertising
Brings a product to the attention of customers (existing or potential), explains what the products are good for, and attempts to persuade customers to purchase them. Advertising is conducted through various channels such as print, TV, mail, online, in person, etc.

Public Relations (PR)
Involves managing company communications with the outside world to help ensure an organization has a strong public image. It generally involves obtaining mention in the media (e.g. newspapers, magazines). Sometimes PR is used interchangeably with the term Corporate Communications.

The difference between advertising and PR is that advertising uses paid media, but in PR the message in not controllable.

Brand Management
Involves the overall management of a product. Its goal is to build the brand (i.e. build awareness and positive recall for a delayed purchase) and to ensure consistent presentation. The term Brand Manager is usually used in consumer packaged goods companies, Product Manager in tech industries, and Marketing Manager in most other industries.

Direct Marketing
Involves the direct communication to customers that is designed to generate an immediate response. Vehicles include mail, print, TV, email, etc. Direct marketing conducted in the online world is often referred to as Customer Relationship Management (CRM) or Enterprise Marketing.

The difference between branding (general advertising) and direct marketing is that direct marketing is interactive, measurealbe and can complete a sale using media alone.

Market Research
Provides management with information needed for decision-making. Market Research employs techniques such as focus groups and questionnaires to understand customers, competitors, or the marketing environment.


Agency Side versus Client Side

There are two main career tracks, you may either work for an Advertising or PR agency and be placed on a client account or work for the company that actually makes the product.

Large companies often have their own in-house agencies. Smaller organizations, Client-side managers serve as a liaison with the agency to which advertising functions are contracted out.

Agency Side

  • Lower starting pay but faster career track
  • More dynamic work environment
  • Work with "creatives" (or be a creative)
  • Employers generally more open to different backgrounds
  • Success driven by providing excellent client service, but "feedback" loop is missing
  • Frequently involved in new business development, preparing and making pitches to prospective clients

Client Side

  • Higher starting pay but slower career track
  • More defined work environment
  • Lead entire projects
  • Employers generally prefer relevant business/educational experience
  • You are the client, but are responsible for the success or failure of your programs
  • Frequently need to present results to colleagues and superiors

Increasingly marketing professionals find themselves moving back and forth between the agency side and client side during their careers.

Marketing Positions

Within the agency side / client side break down, there are a number of general career tracks:

Account managers are the liaison between the client and agency. Account managers communicate a client's marketing to the creative department and then present creative work to the client.

  • Entry level positions include Account Trainee or Account Assistant.

Creative department staff develop the subject matter and presentation of advertising. Specifically, they design and produce art and write copy.

  • Entry level positions include Assistant Art Director, Art Assistant Illustrator, or Copy Trainee.

Media buyers plan the media (e.g. magazines, TV, Internet, etc.) to disseminate advertising. They are responsible for determining the most effective media route to reach target markets and negotiating the best price.

  • Entry level positions include Assistant Media Buyer or Assistant Media Planner.

Public Relations staff write press releases, respond to press inquiries, and develop ideas to get their products in the news and increase "buzz". The most important function of a PR professional is to establish relationships with the media and persuade them to cover stories about the company they represent.

  • Entry level positions include Account Trainee or Account Assistant.

Market Researchers gather information (through surveys, focus groups, or tracking sales trends, etc.), conduct data tabulation, analysis, report preparation, and presentation of findings to management.

  • Entry Level positions include Research Trainee and Assistant Market Analyst.

Brand Managers are responsible for planning, developing, and directing the marketing efforts for a particular brand or product. They determine demand, identify potential markets, develop pricing strategy, coordinate advertising and promotions, and manage brand integrity.

  • The entry-level position is usually the brand assistant. Generally a new hire participates in a training program.

Direct Marketers determine groups to target, plan and execute direct marketing programs to these groups, and analyze the results. One of the most important functions is to manage the database.

  • Entry level positions include Assistant Manager or Marketing Associate.

    Brand Management and Direct Marketing is often likened to a hub at the center of a hub and spoke system, with the spokes going out to departments like finance, sales, manufacturing, R&D, etc. It is their job to influence other groups -- over whom he or she has no direct authority.

Outlook for Marketing Positions

The Upside

  • Employment for marketing related jobs is projected to increase over the next decade.*
  • Direct Marketing is expected to see the highest growth. Candidates with new media and interactive skills will be particularly sought.**
  • Agencies may experience growth as businesses increasingly hire contractors for instead of additional full-time staff.*
  • Good career advancement opportunities. Marketing managers often prime candidates for advancement to higher ranks.*

The Downside

  • Entry-level positions have strong competition and therefore low salaries, especially at agencies.*
  • The industry is highly cyclical and consolidating. Once the economy goes turns down, advertising dollars and therefore staff are usually the first to go.
  • Travel and long hours, are common. Nearly 40% of marketers work 50 hours or more a week.*
  • High pressure environment, schedules change, but deadlines must still be met.

Salaries

Starting salaries in advertising and PR are generally lower compared to some other marketing jobs because of strong competition for entry-level positions.

You may want to consider working for free to break in to Marketing.

Account Management
Assistant AE $25-30K
Account Executive $30-55K
Account Supervisor $50-75K
Account Director $60-90K
VP $100K+

Creative (Art or Copy)/Media
Assistant Art Director $18-25K
Art Director $30-55K
Senior Art Director $50-85K
VP $80-130K

Public Relations
Account Assistant $17-20K
Account Executive $25-45K
Account Manager $40-50K
Director $60-65K

Brand/Marketing
Coordinator $28-40K
Associate/Assistant $35-50K
Manager $45-85K
Director $70-110K
Vice President $90-150K+

Qualifications Necessary for Jobs in Marketing

Education

A range of educational backgrounds can be suitable, however, academic preparation should stress business administration courses such as marketing, management, accounting, finance, and computer competence.

Some employers prefer a degree in business administration with an emphasis on marketing. Others prefer a broad liberal arts background, such as sociology, psychology, literature, journalism, or philosophy, etc.

  • For advertising positions, some employers prefer a degree in advertising, journalism or art.
  • For public relations positions, some employers prefer a degree in public relations or journalism.
  • For brand management positions, some employers prefer an MBA in marketing.
  • For marketing research positions, some employers require a technical background.

Personal

Excellent presentation skills and polish.

Ability to communicate persuasively, both orally and in writing.

Ability to establish and maintain effective personal relationships.

Excellent project management skills.

Creativity.

Ability to function in stressful situations and under tight deadlines.

Results oriented, a high level of motivation and maturity, flexibility, adaptability, and decisiveness.

Skills & Experience

Computer proficiency including word processing, database applications (Excel), PowerPoint, and the Internet.

  • For creative department positions, some employers require proficiency in Photoshop, Illustrator or other graphics software.

Analytical and problem solving skills.

  • For Marketing Research and often Direct Marketing and Brand management, strong quantitative and analytical competence is required.

The ability to communicate in a foreign language may open up employment opportunities.
If you do not have directly applicable experience (have worked in a marketing position), completion of an internship is recommended.

Getting the Job

Marketing yourself is a lot like marketing a product. How will you position yourself to prospective employers?

What is your Marketing Message?

Distill down to three key sound bits YOUR competitive advantage.

Marketing Resources

CalPoly University provides a description of various marketing functions, opportunities in each, a list of entry-level positions, and qualifications needed.

*U.S. Department of Labor, Bureau of Labor Statistics provides an excellent comprehensive overview of Advertising, Marketing, Promotions, Public Relations, and Sales Managers' jobs.

An online excerpt of the book Vault Career Guide to Marketing & Brand Management and Vault Career Guide to Advertising and PR.

The American Marketing Association. Register for access to the best information.

Knowledge source. Market research, marketing plans, internet marketing, marketing careers and more.

The Creative Group. Information for marketing and advertising professionals.

**Careers in Marketing provides a variety of links to marketing information.