The advertising manager working in a restaurant or nightclub is responsible for developing effective advertising campaigns as well as single ads for the location. The function of this advertising is to make the public aware of the existence of the restaurant or club, to attract more people, and to let customers know of special attractions, discounts, and entertainment. The responsibilities of the advertising manager begin with the development of an advertising budget. The individual must research the various media available. He or she calls or writes for rate cards, fact sheets, and demographics of the media in the area. At times salespeople from various media might meet with the advertising manager to let him or her know of upcoming special issues or discounts. The individual is then responsible for choosing the best media for the lowest prices.
The advertising manager also looks into the types of audience or customers the business wants to attract. For example, an elegant, expensive, four-star gourmet restaurant would not gear its advertising toward teenagers. A moderately priced, family-oriented restaurant might try to bring in families with young children with their advertising.
Clubs may want to advertise to hard rockers, people over 21, or teens. The type of audience that the club or restaurant is trying to attract will make a difference in the type of ad created as well as the location where the advertising is placed. It is important that the ad manager learn as much as possible about the media, the intended audience, and the restaurant or club in order to plan effective advertising campaigns. The advertising manager must make decisions on whether to use print media such as newspapers and magazines to place ads or to use broadcast media such as radio and television. At times the individual may choose both types of media. While television advertising used to be extremely costly, today, with the surge of new local and cable stations, it can now be quite cost effective.
The advertising manager may work with the restaurant or club owners, managers, public relations people, and marketing staff to develop promotions that will help attract customers to the location. These might include discount coupons, early-bird specials, the saluting of a specific country through meals and drinks, contests, or two-for-the-price-ofone drinks. The ad manager uses the promotion or special as the main advertising theme. In certain clubs or restaurants the advertising manager might also perform the duties and functions of public relations, marketing, and/or promotion.
If the restaurant or club hosts entertainment, the ad manager is expected to advertise events in a timely fashion. In this way, tickets can be sold and seats can be filled. The individual may work with radio stations or other media on giveaway promotions in which the station offers free meals or tickets to entertainment events as station contest prizes. These are in exchange for free or discounted advertising rates. Such arrangements help advertise a club or restaurant and are less costly than regular advertising rates.
The advertising manager may be responsible for creating and laying out actual ads. He or she may do the copywriting, graphics, and audiovisual components of ads or may farm out these duties to graphic artists, copywriters, or producers. In many newspapers and magazines across the country the advertising department will work with ad managers on developing, designing, and laying out ads. If the individual is using radio or television as a medium, he or she will work with the station’s ad department in creating effective commercials.
Depending on the structure and organization of the restaurant or club, the advertising manager may also be responsible for putting together other advertising and promotional pieces, brochures, and sales pieces. The advertising manager is responsible for developing the entire thrust of the restaurant’s or club’s advertising campaign. He or she comes up with a variety of ideas and then discusses their feasibility with managers, owners, or the marketing people, depending on the organizational structure of the facility.
It is the responsibility of the advertising manager to make sure that all ads are prepared properly, checked for accuracy, and delivered on time to the correct media for insertion. The individual is responsible for keeping track of all advertising billings and records. He or she also audits and keeps files of all advertisements placed by tracking tear sheets from print media and either audio or video dubs of broadcast commercials.
The advertising manager working in a restaurant or club may not always work normal business hours. He or she may come in early one morning and have to stay late at night to audit the effectiveness of the advertising for a specific event or special. There is quite a bit of pressure and stress in this job. If the restaurant or club isn’t busy enough, even if the cause is mediocre food or bad service, it is often blamed on a poor advertising campaign. The individual must constantly come up with innovative, creative ways to advertise the facility even if nothing new is really happening. The advertising manager working in a club or restaurant may be responsible to the marketing director, the restaurant or club manager, or the owners.
Annual earnings for advertising managers working in restaurants and clubs can range from $24,000 to $55,000 plus. Salaries vary depending on the size and location of the facility and the experience and responsibilities of the individual. Advertising managers just entering the field earn salaries on the lower end of the scale. Those with more experience and added responsibilities who are employed by good-sized clubs or restaurants in metropolitan areas earn considerably more.
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