A representative of a media publisher or promotion company who sells advertising is known as an advertising sales agent. Her clientele is diverse, ranging from small independent business owners and entrepreneurs to large corporations. She can sell advertising in any of the media lines, including television, radio, magazines, newspapers, and the Internet, or any combination of them. She might also sell specialized advertising on billboards, park benches, or blimps.
Outside sales representatives who call on businesses with or without an appointment make up the majority of advertising agents. Cold calling is a term used to describe the latter method. Because of the competitive nature of the industry and the wide range of personalities encountered, the advertising sales agent must have excellent communication skills and an engaging demeanor in order to succeed.
Customers come to an inside sales agent to buy advertising time or space, and they usually work on-site. These agents may be required to solicit business phone or sending offers to potential customers via e-mail message. Previous inquiries, demographics, and referrals are used to target the contacts.
The advertising sales agent acts as a link between the customer and the advertising agency after a sale is made and a contract is signed. When a customer orders a display ad, which is used in print and online publications, she usually creates a mock-up of the ad based on the customer’s stated preferences. She presents a proof to the client for feedback after the graphic arts department has completed it. This process continues until the customer signs off on the final copy and initials it for publication.
If the customer wants a radio or television commercial, the agent acts as a liaison between the production team and the customer. Ideas are exchanged and modified until the customer is satisfied, much like in a print ad scenario. The customer signs off on the final cut, and the ad is broadcast on radio or television.
The advertising sales agent is responsible for maintaining account files and contracts, scheduling appointments, and generating reports in addition to selling the ad and satisfying the customer. Current sales statistics, goals and objectives, target markets, and projected sales figures are all included in the reports. To increase sales, the agent may be required to create and develop sales tools and promotional plans.
A successful advertising sales agent, like many other sales positions, can earn a good living. She must be able to work long hours with people who are diverse and challenging. Promotions to management and supervisory positions are possible if you perform well in this position.