---
name: advertising-specialist
description: "Occupational skill for the role 'advertising specialist' (also: advertising account manager, brand specialist, advertising consultant, advertising and promotional specialist, advertising strategist, advertising adviser). Use when the user asks for typical advertising specialist work such as: Prepare budgets and submit estimates for program costs as part of campaign plan development.; Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.; Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications."
---

# Advertising Specialist

Advertising specialists provide advice to companies and organisations about the development of their advertising strategies and on advertising-related topics covering a more general strategic approach. They combine knowledge of marketing, budgets, and psychology with a creative mind to develop advertising campaigns. They propose alternatives to clients that promote their organisations, products, or projects.

## Core workflow

1. Prepare budgets and submit estimates for program costs as part of campaign plan development.
2. Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
3. Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
4. Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
5. Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
6. Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
7. Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
8. Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.

## How to use this skill

- Read `references/profile.md` for the occupation profile and scope.
- Consult `references/tasks.md` for the full task and activity inventory.
- Check `references/skills.md` for essential vs. optional competences.
- Check `references/tools.md` for the software commonly used in this role.

## Key competences (essential)

- advertising techniques
- brainstorm ideas
- copyright legislation
- develop creative ideas
- develop digital content
- develop professional network
- give live presentation
- identify customer's needs
- liaise with advertising agencies
- perform market research
- persuade clients with alternatives
- receive appropriate permissions for use of recorded audiovisual examples

## Hot technologies

- Google Analytics
- Tableau
- Salesforce software
- Microsoft SQL Server
- Microsoft Access
- Adobe InDesign
- Adobe Acrobat
- Microsoft SharePoint
- Microsoft Outlook
- Extensible markup language XML

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*Sources: ESCO v1.2.1 (http://data.europa.eu/esco/occupation/e01719f4-d7dd-42fe-b504-93128520f84a), O*NET 30.3 (11-2011.00). See manifest.json for licensing/attribution.*
