Marketing & Advertising Degrees: A Creative Business

Marketing & Advertising are Crucial to Business Success

Every business, whether it's a local coffee shop or Fortune 500 company, needs to spread the word about its products and attract customers. The role of marketing and advertising is to inform people about a company or product and encourage them to become customers. The terms marketing and advertising refer to related, yet different, concepts.

• Marketing professionals must determine the market for a given product, set prices, run promotions, improve store placement, and package products in an attractive way. Internet marketing and search marketing are two rapidly growing methods of reaching customers.
• Advertising is one of the most creative elements of marketing and relies on magazines, newspapers, radio, billboards, Web sites, and television to encourage customers to purchase products or services.

If you have a creative streak and are interested in business, a career in marketing and advertising may be a perfect fit. Many marketing and advertising professionals have a bachelor's or master's degree in business administration, and online degree programs make it possible to earn these degrees without sacrificing your current job.

The Many Faces of Marketing & Advertising

In general, marketing positions are more plentiful and pay more than advertising positions, but both paths can be lucrative. The following are some of the most common positions within marketing and advertising:

• Marketing Director: Marketing directors work within a business or corporation to develop overall marketing strategies for the company's products. A marketing director must perform price and market analysis, set budgets, and establish long-term goals. Companies cannot thrive without effective marketing strategies, so a career as a marketing director can be extremely profitable.
• Marketing Manager: Marketing managers, sometimes called brand managers, work underneath marketing directors to perform market research, execute promotions, and increase the customer base. In 2008, marketing managers made an annual mean wage of $118,160.
• Advertising and Promotions Manager: Advertising and promotions managers, also called account managers, work for advertising agencies or corporations to plan and execute advertising campaigns. Managers depend on account executives and assistants to help communicate with clients, artists, and copy writers until a campaign is complete. Advertising and promotions managers earned mean wages of $94,720 in 2008.
• Advertising Sales Agents: Advertising sales agents work for media companies, including newspapers, television stations, and magazines, to sell advertising space - this is known as "sell-side advertising." Advertising sales agents often work on a commission basis and earned a mean annual salary of $53,170 in 2008.
• Graphic Designer: Advertising and marketing professionals depend on graphic designers to create ads, logos, and promotional materials. Some graphic designers are employed directly by corporations or media companies, while others work for design firms. In 2008, graphic designers earned a mean salary of $46,750.

If you're interested in a career in marketing and advertising, it's not too late to acquire the necessary skills and education. Online degree programs in business administration, marketing, and graphic design can prepare you for a career transition while you keep your current job.

Where Can You Find a Marketing & Advertising Position?

Marketing jobs exist wherever there are businesses, though larger companies and independent marketing agencies tend to be concentrated in large cities. According to the Bureau of Labor Statistics, the states with the highest paying marketing positions are New York, New Jersey, and California.

The field of advertising is more concentrated, with New York City as the major capital for advertising agencies. The following large advertising firms are the industry's most prestigious employers and only have offices in the biggest cities:

• McCann Erickson
• Digitas
• Y & R Advertising
• JWT
• Saatchi & Saatchi
• Grey

Whatever your marketing and advertising goals, experience and education can get you there. Community colleges and online degree programs make continued education possible, whether you're transitioning into a new industry or looking to take your career to the next level.