# Competences — advertising manager

Source: ESCO v1.2.1 occupation-skill relations (http://data.europa.eu/esco/occupation/4ebf2dae-c326-4627-befe-fbc91410f432).

## Essential

- **advertising techniques** (knowledge)
- **advise on public image** (skill/competence)
- **advise on public relations** (skill/competence)
- **analyse external factors of companies** (skill/competence)
- **communication principles** (knowledge)
- **conduct public presentations** (skill/competence)
- **coordinate advertising campaigns** (skill/competence)
- **coordinate marketing plan actions** (skill/competence)
- **copyright legislation** (knowledge)
- **corporate social responsibility** (knowledge)
- **develop communications strategies** (skill/competence)
- **develop creative ideas** (skill/competence)
- **develop public relations strategies** (skill/competence)
- **diplomatic principles** (knowledge)
- **draft press releases** (skill/competence)
- **draw conclusions from market research results** (skill/competence)
- **establish relationship with the media** (skill/competence)
- **forming of public opinion** (knowledge)
- **give interviews to media** (skill/competence)
- **identify customer's needs** (skill/competence)
- **integrate strategic foundation in daily performance** (skill/competence)
- **manage budgets** (skill/competence)
- **manage contracts** (skill/competence)
- **market research** (knowledge)
- **organise press conferences** (skill/competence)
- **perform project management** (skill/competence)
- **perform public relations** (skill/competence)
- **prepare presentation material** (skill/competence)
- **protect client interests** (skill/competence)
- **provide cost benefit analysis reports** (skill/competence)
- **rhetoric** (knowledge)
- **strategic planning** (knowledge)
- **use different communication channels** (skill/competence)

## Optional

- advise on communication strategies (skill/competence)
- approve advertising campaign (skill/competence)
- business strategy concepts (knowledge)
- collaborate in the development of marketing strategies (skill/competence)
- desktop publishing (knowledge)
- develop inclusive communication material (skill/competence)
- evaluate advertising campaign (skill/competence)
- examine advertisement layout (skill/competence)
- give live presentation (skill/competence)
- graphic design (knowledge)
- make price recommendations (skill/competence)
- manage account department (skill/competence)
- manage creative department (skill/competence)
- manage media services department (skill/competence)
- manage project metrics (skill/competence)
- manage staff (skill/competence)
- manage the handling of promotional materials (skill/competence)
- pricing strategies (knowledge)
- receive actors' resumes (skill/competence)
- recruit employees (skill/competence)
- reputation management (knowledge)
- use analytics for commercial purposes (skill/competence)

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## Market evidence (job-ad analysis, 57 ads, as of 2026-07-08)

Share of analyzed job ads mentioning the item (threshold ≥ 20 %). Source: JSearch/Adzuna APIs.

### Hard skills

- data analysis — **49 %**
- budget management — **26 %**
- project management — **21 %**
- marketing strategy — **19 %**

<!-- market-evidence -->