Australian Bureau of Statistics

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UNIT GROUP 2251 ADVERTISING AND MARKETING PROFESSIONALS

ADVERTISING AND MARKETING PROFESSIONALS develop and coordinate advertising strategies and campaigns, determine the market for new goods and services, and identify and develop market opportunities for new and existing goods and services.

Indicative Skill Level:
In Australia and New Zealand:

Most occupations in this unit group have a level of skill commensurate with a bachelor degree or higher qualification. At least five years of relevant experience may substitute for the formal qualification. In some instances relevant experience and/or on-the-job training may be required in addition to the formal qualification (ANZSCO Skill Level 1).

Tasks Include:
• planning, developing and organising advertising policies and campaigns to support sales objectives
• advising executives and clients on advertising strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services
• coordinating production of advertising campaigns involving specialised activities, such as artwork, copywriting, media scripting, television and film production and media placement, within time and budget constraints
• analysing data regarding consumer patterns and preferences
• interpreting and predicting current and future consumer trends
• researching potential demand and market characteristics for new goods and services and collecting and analysing data and other statistical information
• supporting business growth and development through the preparation and execution of marketing objectives, policies and programs
• commissioning and undertaking market research to identify market opportunities for new and existing goods and services
• advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling, and distribution channels

Occupations:
225111 Advertising Specialist
225112 Market Research Analyst
225113 Marketing Specialist

Alternative Titles:
Advertising Account Executive
Advertising Account Manager
Creative Director (Advertising)

Devises and coordinates advertising campaigns which encourage consumers to purchase particular goods or services.

Skill Level: 1

Determines the market for new goods and services, develops advertising strategies, and evaluates the best business sites for commercial organisations.

Skill Level: 1

Alternative Titles:
Marketing Consultant
Marketing Coordinator
Marketing Officer

Identifies market opportunities and advises on the development, coordination and implementation of plans for pricing and promoting an organisation's goods and services.

Skill Level: 1

Specialisations:

Brand Manager
Category Manager
Product Manager
Sales Promotion Officer