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Career Profile: Advertising Sales Agents

Summary

•Earnings are high but vary considerably because they usually are based on a salary plus performance-based commissions and bonuses.

Day to Day

Advertising sales agents—often referred to as account executives or advertising sales representatives—sell or solicit advertising primarily for newspapers and periodicals, television and radio, websites, telephone directories, and direct mail and outdoor advertisers. Because such a large share of revenue for many of these media outlets is generated from advertising, advertising sales agents play an important role in their success.

More than half of all advertising sales agents work in the information sector, mostly for media firms including television and radio broadcasters, print and Internet publishers, and cable program distributors. Firms that are regionally based often need the help of two types of advertising sales agents, one to handle local clients and one to solicit advertising from national advertisers. Print publications and radio and television stations employ local sales agents who are responsible for sales in an immediate territory, while separate companies known as media representative firms sell advertising space or time for media owners at the national level with their own teams of advertising sales agents. Sales agents employed in media representation work exclusively through executives at advertising agencies, called media buyers, who purchase advertising space for their clients that want to initiate national advertising campaigns. When a local television broadcaster, radio station, print, or online publisher is working with a media representative firm, the media company normally employs a national sales manager to coordinate efforts with the media representative.

Local sales agents are often referred to as outside sales agents or inside sales agents. Outside sales agents call on clients and prospects at their places of business. They may have an appointment, or they may practice cold calling—arriving without an appointment. For these sales agents, obtaining new accounts is an important part of the job, and they may spend much of their time traveling to and visiting prospective advertisers and current clients. Inside sales agents work on their employer’s premises and handle sales for customers who walk in or telephone the firm to inquire about advertising. Some may also make telephone sales calls—calling prospects, attempting to sell the media firm’s advertising space or time, and arranging follow-up appointments between interested prospects and outside sales agents.

After a contract has been established, advertising sales agents serve as the main contact between the advertiser or ad agency and the media firm. They handle communication between the parties and assist in developing sample artwork or radio and television spots, if needed. For radio and television advertisements, they may also arrange for commercial taping sessions and accompany clients to these sessions.

In addition to maintaining sales and overseeing clients’ accounts, advertising sales agents’ other duties include analyzing sales statistics and audience demographics, preparing reports on client’s accounts, and scheduling and keeping their appointments and work hours. They read about new and existing products and monitor the sales, prices, and products of their competitors.

Education

Some employers, large companies in particular, prefer applicants with a college degree, particularly for sales positions that require meeting with clients. Courses in marketing, leadership, communication, business, and advertising are helpful. For those who sell over the telephone or who have a proven record of successfully selling other products, a high school degree may be sufficient. In 2006, the highest level of educational attainment for advertising sales agents was as follows.

High school graduate or less: 20%
Some college, no degree: 19%
Associate’s degree: 10%
Bachelor’s degree or higher 52%

Personality:

Employers look for applicants who are honest and possess a pleasant personality and neat professional appearance. The ability to communicate effectively is equally, if not more important than educational attainment. In general, smaller companies are more willing to hire individuals with no experience.

Being multi-lingual, particularly in English and Spanish, is another trait that will benefit prospective advertising agents as media increasingly seek to market to Hispanics and other foreign-born persons. Self-motivation, organization, persistence, independence, and the ability to multitask are required because advertising sales agents set their own schedules and perform their duties without much supervision.

Advancement:

Advancement in the occupation means taking on bigger, more important clients. Agents with proven leadership ability and a strong sales record may advance to supervisory and managerial positions such as sales supervisor, sales manager, or vice president of sales. Promotion may occur more quickly in larger media firms and in media representative firms.

Also Read: Top 5 Mistakes of Advertising Jobs Seekers

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