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Capability Library


Managing and creating advertising and promotion

Managing and creating advertising and promotion

Related Terms:

Managing and creating advertising and promotion is critical for a communications department in a business. It involves developing and executing advertising and promotional strategies which promote the company’s products and services to its target audience. Advertising and promotion channels may include traditional media, digital media, experiential marketing, and influencer marketing.

Beginner competence definition

A beginner in managing and creating advertising and promotion will have a basic understanding of the company’s advertising and promotional channels and goals. They should be able to assist in executing advertising and promotion plans with guidance from more experienced team members. This includes tasks such as coordinating advertising campaigns and promotional events.

Intermediate competence definition

At an intermediate level of competence, a communications professional should be able to lead the development and execution of advertising and promotional strategies that align with the company’s overall marketing and business objectives. They should be able to create and distribute content that effectively communicates the company’s messaging and promotes its products and services, including managing advertising campaigns, developing promotional events, and influencer partnerships. They should also be able to measure the effectiveness of advertising and promotion using metrics such as ad impressions and ROI.

Advanced competence definition

Advanced-level communications professionals can develop and execute a comprehensive advertising and promotional strategy that aligns with the company’s overall business objectives. They can lead cross-functional teams in developing and executing targeted and data-driven advertising and promotional plans that optimize customer acquisition, retention, and growth. They can leverage emerging trends and best practices in advertising and promotion to optimize impact and drive results. In our experience, they have advanced skills in media buying and campaign optimization.


Managing and creating social media and online communications


Managing and creating corporate social responsibility

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