Advertising is a necessary part of promoting a product on the market. Since its inception as a fact, advertising has become a daily necessity. The advertising manager should convey this idea to the future client.
No modern publication can do without the sale of advertising space, which is the main income of almost any publishing house. The profession of an advertising manager in a newspaper has a lot of nuances, and after the widespread spread of the Internet, it can quite be called a difficult profession that requires endurance and dedication. An advertising agent or manager is required for a publication to sell advertising space. The duties of such a professional include, first of all, the search for a client and the conclusion of contracts. The advertising manager receives his income from the percentage of the amount for which the order was placed. In some cases, an employee can count on a salary and interest, which gives a certain stability, but is much more profitable for the employer.
What are the responsibilities of a newspaper advertising manager and what qualities do you need to have for this job?
An advertising manager works with people, and the main responsibility is to persuade a potential customer to conclude a contract. As a result, the manager should always be neat, pleasant to talk to and fully understand the specifics of his work. When selling advertising, you need to focus on the profile of your publication. So, if the newspaper is devoted to automotive topics, then you need to visit with proposals all the organizations involved in this area. And in this case, you should not think narrowly, because you can sell advertising space not only to car dealerships and gas stations, but also to car washes, services, sellers of sun-protection optics for motorists, as well as lawyers, owners of roadside motels, snack bars, and so on.
You need to know absolutely everything about the product you are selling. A good option would be to stock up on an arsenal of examples of successful competitors' advertising campaigns, because this approach is much more effective than speculation and persuasion.
Before starting work, you need to write out all the areas that the publication affects. The list will turn out to be truly impressive, and it will become much easier to work, because on some thresholds there will be no competitors.
The Basic Rule of a Newspaper Advertising Manager
More than half of people are unable to withstand even the first refusal. This character trait should definitely be alien to the advertising salesman in the newspaper. Only persistence can help make money in this area. But persistence should not be confused with obsession. The client always has money for advertising.
A potential customer does not need to sell numbers and statistics, especially since they buy badly. You need to sell success, business growth and recognition. When selling advertising, you need to remember that in front of you is a person, not a percentage of the transaction.
Only not everyone is ready to part with them, albeit for the good of their cause. The first meeting with a client should be easy and feel like starting a friendship. Then success is guaranteed.
