Media/Advertising SalesJob Description, Salary, Career Path, and Trends
Companies need to advertise to reach potential customers, so they buy advertising space on radio, television, billboards, and in print publications. Media/advertising sales representatives work with these clients to place advertisements where they can reach their target audiences. Selling advertising involves cold-calling, networking, and deep knowledge of the demographic information about the media outlet’s audience.
A media/advertising sales representative must be skilled at compiling audience data and research and presenting it to clients. Also, it’s essential to possess skills like relationship-building and verbal and written communication. Media/advertising sales representatives must be able to develop and maintain a network of clients as well as find and develop new prospects.
Sample job description
[Your Company Name] is hiring an advertising sales representative to help grow our client base and keep our existing clients happy. Working in advertising sales requires a go-getter attitude, excellent communication skills, and the ability to research demographics to understand a target audience. You will be responsible for identifying potential clients, explaining how advertisements can benefit a client, and answering any questions they may have. Advertising sales representatives are crucial in getting the word about products and services in front of the right people to help businesses grow and thrive. Initiative and self-confidence is an absolute must.
Typical duties and responsibilities
Identify potential customers
Develop professional relationships and business networks
Explain specific details about how different ad placements and options can benefit a client
Seek out and network with new potential prospects
Give sales presentations
Deliver proofs of advertisements to clients
Education and experience
This position requires a high school diploma or its equivalent. However, some companies may prefer agents to have a bachelor’s degree, preferably in disciplines like advertising, marketing, business, and communications.
Required skills and qualifications
Written and verbal communication skills, including relationship-building and influencing
Expertise in negotiation skills
Ability to interpret market and demographic research data and create reports for clients
Working knowledge of Microsoft Office Suite or similar software, including spreadsheets and databases
Strong sense of organization and time management
Strong verbal and written communication and presentation skills, with emphasis on engagement and persuasion
Ability to manage deadlines and to operate with a sense of urgency
Average salary and compensation
The average salary for media/advertising sales is $62,200 in the United States. Position salary will vary based on experience, education, company size, industry, and market.
Los Angeles, California
Minneapolis-St. Paul, Minnesota
New York City, New York
Typical work environment
Media and advertising sales representatives spend a lot of their time traveling in order to meet with advertisers and clients. Some people in advertising sales may work within an office environment meeting with walk-in clients or answering email and phone inquiries.
The typical work hours for a media/advertising sales representative are from 9 AM to 5 PM, Monday through Friday.
A certification in media and advertising sales is recommended to compete with others in this highly sought-after industry. Here are the most popular certification programs:
IAB Digital Media Sales Certification (DMSC). The IAB Digital Media Sales Certification establishes your credibility in the world of digital media sales. This exam consists of 100 questions covering the digital advertising ecosystem, selling digital advertising solutions, managing digital advertising campaigns, and evaluating performance. Once you’ve been awarded a DMSC certificate, it must be renewed every 2 years.
IAB Digital Media Buying and Planning Certification (DBPC). This IAB certificationis for professionals who want to prove that they can excel in developing media objectives, creating strategic digital media plans, and optimizing campaign performance. The exam for this certification must be completed within 2 hours and you have to renew your certification every 2 years.
PPAI Trained Advertising Specialist (TAS). Earning this certificate requires you to currently be employed with a promotional products company. You will have to pass all of the courses in the Trained Advertising Specialist package to achieve certification. At that point you can upgrade your certification by becoming a Certified, Master, and Master Plus Advertising Specialist. There is no recertification required.
This position requires a high school diploma or its equivalent. However, some companies may prefer agents to have a bachelor’s degree. Coursework in sales, business, marketing, advertising, communications, and related subjects can be attractive to potential employers looking to hire media/advertising sales representatives. Entry-level representatives often train on the job under a more experienced sales manager.
Successful media/advertising sales representatives can often be promoted to sales managers, supervising a team of sales representatives. From there, depending on the size of the company, they can be promoted to supervise sales for an entire geographic area or group of publications.
US, Bureau of Labor Statistics’ job outlook
SOC Code: 41-3011
Projected Employment in 2030
Projected 2020-2030 Percentage Shift
Projected 2020-2030 Numeric Shift
According to the advertising software company ADvendio, spending on digital advertising, such as websites and social media, is expected to increase in the coming years. One trend shaping the industry is the increasing amount of advertising money companies are spending on digital video advertising, especially on over-the-top (OTT) streaming services that play ads. This increased spend in the digital space would continue the move away from traditional advertising such as print, television, and radio. Another trend in the media advertising space is the move toward digital billboard space, increasing advertising inventory for companies who sell outdoor advertising.
Sample interview questions
What is a key to success when communicating with the public?
How do you maintain accounts while regularly gaining new ones?
What are your strategies for ensuring sales quotas are met?
How can you tell when someone wants to purchase advertising space?
Tell me about a time you closed a difficult sale and how you handled it.
How would you close a sale with a client who has expressed they wish to use a competitor’s advertising services?
How do you handle rejections?
What do you look for when researching a competitor’s services and pricing?
When compiling information from multiple sources, how do you decide what information is relevant?
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