Advertising Sales Concord NH
office clerical, industrial, technical, information technology
Type of Service
temporary, temporary/part time, part time
Career Profile for Advertising Sales Agents - Nature of the Work
Advertising Sales Agents
Nature of the Work
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. Sales agents employed in media representation work exclusively through executives at advertising agencies, called media buyers, who purchase advertising space for their clients who want to initiate national advertising campaigns. When a local television broadcaster, radio station, newspaper, 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.
Most advertising sales agents work outside the office occasionally, calling on clients and prospective clients at their places of business. These agents may have an appointment, or they may practice cold calling—arriving without an appointment. 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. Sales agents also may work on their employer's premises and handle sales for customers who walk in or telephone the firm to inquire about advertising. Some may make telephone sales calls as well—calling prospects, attempting to sell the media firm's advertising space or time, and arranging followup appointments between interested prospects and sales agents.
A critical part of building relationships with clients is learning about their needs. Before the first meeting with a client, a sales agent gathers background information on the client's products, current customers, prospective customers, and the geographic area of the target market. The sales agent then meets with the clients to explain how specific types of advertising will help promote the client's products or services most effectively. If a client wishes to proceed, the advertising sales agent prepares an advertising proposal to present to the client....