Advertising and Marketing Professionals

ANZSCO ID 2251

Overview

Snapshot

Employed
98,000
Future Growth
11.4%
Weekly Earnings
$1,758
Full-Time Share
78%
Female Share
61%
Average age
34

Summary

Advertising and Marketing Professionals develop and coordinate advertising strategies and campaigns, determine the market for new goods and services, and identify and develop market opportunities for new and existing goods and services.

Tasks

  • planning, developing and organising advertising policies and campaigns to support sales objectives

  • advising executives and clients on advertising strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services

  • coordinating production of advertising campaigns involving specialised activities, such as artwork, copywriting, media scripting, television and film production and media placement, within time and budget constraints

  • analysing data regarding consumer patterns and preferences

  • interpreting and predicting current and future consumer trends

  • researching potential demand and market characteristics for new goods and services and collecting and analysing data and other statistical information

  • supporting business growth and development through the preparation and execution of marketing objectives, policies and programs

  • commissioning and undertaking market research to identify market opportunities for new and existing goods and services

  • advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling, and distribution channels

Characteristics

Job Type
Professionals
Skill Level
Very high skill
ANZSCO Occupation group
Unemployment Rate
Average
Industries
Pathway(s)
  • University
  • Vocational Education and Training (VET)
Interests
  • Administrative
  • Enterprising
Physical Demand
  • Sedentary

Outlook

Employment Outlook

JSA produces employment projections to show where likely future job opportunities may be. The latest data are for the five years from November 2021 to November 2026. Over this period, the number of workers:

  • is expected to grow strongly
  • is likely to reach 89,300 by 2026.
  • Source: Jobs and Skills Australia Employment Projections to 2026.

    Notes: The number employed includes people who work in this occupation as their main job. People who work in more than one job are counted against the occupation they work the most hours in.

    Employment projections figures are rounded to the nearest 100. Calculations based on these rounded figures may result in differences to the numbers that are displayed on this page. Employment projections data (including occupations) can be downloaded from the Employment Projections page.

Projected Change
11.4%
(or 9,200 jobs)
From
80,200
in 2021
To
89,300
in 2026

Number of Workers

Source: ABS Labour Force Survey, ABS seasonally adjusted data to November 2021 and Jobs and Skills Australia Employment Projections to 2026.
Year Employment
2011 44,800
2012 54,500
2013 46,700
2014 61,000
2015 50,600
2016 64,500
2017 94,400
2018 76,800
2019 74,800
2020 87,500
2021 80,200
2026 89,300

Source: ABS Labour Force Survey, ABS seasonally adjusted data to November 2021 and Jobs and Skills Australia Employment Projections to 2026.


Earnings and hours

Working arrangements

  • Around 78% of people employed as Advertising and Marketing Professionals work full-time hours, in all their jobs combined. This is 12 percentage points above the all jobs average (66%).

    Full-time workers work an average of 44 hours per week in their main job. This is the same as the all jobs average.

    More than a third of workers regularly work overtime or extra hours (either paid or unpaid).

    Median full-time earnings are $1,758 per week, this is higher than the all jobs median ($1,593):

    • 3 in 4 workers earn more than $1,332
    • 1 in 4 earn more than $2,329

    Median hourly earnings are $47, this is more than the all jobs median ($41 per hour).

    Sources: Full-time share and full-time hours: ABS, 2016 Census, customised report. Compared to the all jobs average. Overtime hours: ABS, Characteristics of Employment, 2021. Full-time median earnings and median hourly earnings: ABS, Survey of Employee Earnings and Hours, May 2021. Compared to all jobs median.

Weekly Earnings (Before Tax)

Source: Based on ABS Survey of Employee Earnings and Hours, May 2021, Customised Report. Median weekly total cash earnings for full-time non-managerial employees paid at the adult rate. Earnings are before tax and include amounts salary sacrificed. Earnings can vary greatly depending on the skills and experience of the worker and the demands of the role. These figures should be used as a guide only, not to determine a wage rate.
Earnings Advertising and Marketing Professionals All Jobs Average
Full-Time Earnings 1,758 1,593
Total Earnings 0 0

Source: Based on ABS Survey of Employee Earnings and Hours, May 2021, Customised Report. Median weekly total cash earnings for full-time non-managerial employees paid at the adult rate. Earnings are before tax and include amounts salary sacrificed. Earnings can vary greatly depending on the skills and experience of the worker and the demands of the role. These figures should be used as a guide only, not to determine a wage rate.


Industries

Main industries

1
Professional, Scientific and Technical Services
44.0%
2
Retail Trade
11.0%
3
Financial and Insurance Services
7.2%
4
Manufacturing
5.9%
5
Other industries
32.0%

Regions

Employment across Australia

NSW

42.8% All occupations: 31.6%

VIC

30.5% All occupations: 25.6%

QLD

14.0% All occupations: 20.0%

SA

4.1% All occupations: 7.0%

WA

6.6% All occupations: 10.8%

TAS

0.8% All occupations: 2.0%

NT

0.3% All occupations: 1.0%

ACT

0.9% All occupations: 1.9%

Employment by State and Territory (% Share)

State Advertising and Marketing Professionals All Jobs Average
NSW 42.8 31.6
VIC 30.5 25.6
QLD 14.0 20.0
SA 4.1 7.0
WA 6.6 10.8
TAS 0.8 2.0
NT 0.3 1.0
ACT 0.9 1.9



Worker profile

Age and gender

Age In Years
34
All Jobs Average is 40
Female Share
61%
All Jobs Average is 48%
  • The median age of Advertising and Marketing Professionals is 34 years. This is younger than the all jobs average of 40 years.

    A large share of workers are aged 25 to 34 years.

    Females make up 61% of the workforce. This is 13 percentage points above the all jobs average of 48%.

    Source: Based on ABS Census 2016, Customised Report. Age profile and gender share compared to the all jobs average.

Age Profile (% Share)

Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Age Bracket Advertising and Marketing Professionals All Jobs Average
15-19 0.6 5.0
20-24 9.4 9.3
25-34 40.5 22.9
35-44 27.9 22.0
45-54 14.4 21.6
55-59 3.4 9.0
60-64 2.1 6.0
65 and Over 1.7 4.2
Median Age 34 40

Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.


Employment Pathways

Education, training and experience

A bachelor degree in advertising, marketing, commerce, business management, communications or another related field is usually needed to work as an Advertising or Marketing Professional. Some workers have a Vocational Education and Training (VET) qualification.

Visit

  • Course Seeker to search and compare higher education courses.
  • ComparED to compare undergraduate and postgraduate student experiences and outcomes.
  • My Skills to compare Vocational Education and Training (VET) courses, providers and student outcomes.
  • AAPathways website to explore Retail Services VET training pathways.

Highest Level of Education (% Share)

Source: ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). Qualifications needed by new workers might be different from the qualifications of workers already in the job.
Type of Qualification Advertising and Marketing Professionals All Jobs Average
Post Graduate/Graduate Diploma or Graduate Certificate 17.4 10.1
Bachelor degree 49.5 21.8
Advanced Diploma/Diploma 11.1 11.6
Certificate III/IV 5.5 21.1
Year 12 13.1 18.1
Year 11 1.3 4.8
Year 10 and below 2.0 12.5

Source: ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). Qualifications needed by new workers might be different from the qualifications of workers already in the job.


Skills and Knowledge

Employers look for Advertising and Marketing Professionals who have strong interpersonal skills and are highly organised.

Skills

Skills can be improved through training or experience.

  • 63%

    Persuasion

    Talking people into changing their minds or their behaviour.

  • 61%

    Critical thinking

    Thinking about the pros and cons of different ways to solve a problem.

  • 61%

    Monitoring

    Keeping track of how well work is progressing so you can make changes or improvements.

  • 61%

    Reading comprehension

    Reading work related information.

  • 59%

    Active learning

    Being able to use what you have learnt to solve problems now and again in the future.

  • 59%

    Active listening

    Listening to others, not interrupting, and asking good questions.

  • 59%

    Speaking

    Talking to others.

  • 57%

    Judgment and decision making

    Figuring out the pros and cons of different options and choosing the best one.

  • 57%

    Social perceptiveness

    Understanding why people react the way they do.

  • 55%

    Complex problem solving

    Noticing a problem and figuring out the best way to solve it.

  • 55%

    Management of personnel resources

    Motivating, developing, and directing people as they work, and choosing the best people for the job.

  • 55%

    Negotiation

    Bringing people together and trying to sort out their differences.

  • 55%

    Writing

    Writing things for co-workers or customers.

  • 54%

    Coordination with others

    Being adaptable and coordinating work with other people.

  • 54%

    Systems analysis

    Figuring out how a system should work and how changes in conditions, operations, and the environment will affect it.

  • 54%

    Systems evaluation

    Measuring how well a system is working and how to improve it.

  • 54%

    Time management

    Managing your own and other peoples' time to get work done.

  • 52%

    Operations analysis

    Understanding needs and product requirements to create a design.

  • 50%

    Learning strategies

    Figuring out the best way to teach or learn something new.

  • 46%

    Serving others

    Looking for ways to help people.


Knowledge

These are important topics, subjects or knowledge areas.

  • 86%

    Sales and marketing

    Showing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.

  • 72%

    English language

    English language including the meaning and spelling of words, rules of composition, and grammar.

  • 69%

    Customer and personal service

    Understanding customer needs, providing good quality service, and measuring customer satisfaction.

  • 66%

    Administration and management

    Business principles involved in strategic planning, leadership, and coordinating people and resources.

  • 63%

    Mathematics

    Arithmetic, algebra, geometry, calculus, or statistics.

  • 60%

    Communications and media

    Media production, communication, and dissemination. Includes written, spoken, and visual media.

  • 59%

    Education and training

    Curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

  • 59%

    Clerical

    Word processing, managing files and records, stenography and transcription, designing forms, and other office work.

  • 58%

    Computers and electronics

    Circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

  • 51%

    Economics and accounting

    Economics and accounting, the financial markets, banking and checking and reporting of financial data.

  • 51%

    Technical design

    Design techniques, tools, and principles used to make detailed technical plans, blueprints, drawings, and models.

  • 51%

    Personnel and human resources

    Recruiting and training people, managing pay and other entitlements (like sick leave), and negotiating pay and conditions.

  • 42%

    Law and government

    How our laws and courts work. Government rules and regulations, and the political system.

  • 42%

    Production and processing

    Raw materials, production processes, quality control, costs, and ways of making and distributing goods.

  • 41%

    Psychology

    Human behaviour; differences in ability, personality, and interests; learning and motivation; research methods; assessing and treating disorders.

  • 37%

    Telecommunications

    Transmission, broadcasting, switching, control, and operation of telecommunications systems.

  • 36%

    Geography

    Describing land, sea, and air, including their physical characteristics, locations, how they work together, and the location of plant, animal, and human life.

  • 35%

    Engineering and technology

    Use engineering, science and technology to design and produce goods and services.

  • 35%

    Sociology and anthropology

    Group behaviour and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.

  • 32%

    Public safety and security

    Use of equipment, rules and ideas to protect people, data, property, and institutions.


Abilities

Workers use these physical and mental abilities..

  • 63%

    Deductive reasoning

    Use general rules to find answers or solve problems logically.

  • 63%

    Oral comprehension

    Listen to and understand what people say.

  • 61%

    Brainstorming

    Come up with a number of ideas about a topic, even if the ideas aren't very good.

  • 59%

    Oral expression

    Communicate by speaking.

  • 59%

    Written comprehension

    Read and understand written information.

  • 59%

    Written expression

    Write in a way that people can understand.

  • 57%

    Originality

    Come up with unusual or clever ideas, or creative ways to solve a problem.

  • 55%

    Inductive reasoning

    Use lots of detailed information to come up with answers or make general rules.

  • 55%

    Speech clarity

    Speak clearly so others can understand you.

  • 55%

    Problem spotting

    Notice when something is wrong or is likely to go wrong, even if you can't solve the problem.

  • 55%

    Speech recognition

    Identify and understand the speech of another person.

  • 54%

    Near vision

    See details that are up-close (within a few feet).

  • 52%

    Categorising

    Come up with different ways of grouping things.

  • 52%

    Mathematics

    Choose the right maths method or formula to solve a problem.

  • 50%

    Sorting or ordering

    Order or arrange things in a pattern or sequence (e.g., numbers, letters, words, pictures, mathematical operations).

  • 50%

    Working with numbers

    Add, subtract, multiply, or divide.

  • 46%

    Far vision

    See details that are far away.

  • 43%

    Flexibility of closure

    See a pattern (a figure, object, word, or sound) hidden in other distracting material.

  • 43%

    Visualization

    Imagine how something will look after it is moved around or changed.

  • 41%

    Colour discrimination

    Notice differences between colours, including shades of colour and brightness.


Activities

These are kinds of activities workers regularly do in this job.

  • 84%

    Building good relationships

    Building good working relationships and keeping them over time.

  • 84%

    Planning and prioritising work

    Deciding on goals and putting together a detailed plan to get the work done.

  • 80%

    Communicating with the public

    Giving information to the public, business or government by telephone, in writing, or in person.

  • 78%

    Influencing people

    Convincing people to buy something or to change their minds or actions.

  • 75%

    Communicating within a team

    Giving information to co-workers by telephone, in writing, or in person.

  • 71%

    Researching and investigating

    Looking for, getting and understanding different kinds of information.

  • 71%

    Negotiating and resolving conflicts

    Handling complaints and disagreements, and negotiating with people.

  • 69%

    Coordinating the work of a team

    Getting members of a group to work together to finish a task.

  • 67%

    Thinking creatively

    Using your own ideas for developing, designing, or creating something new.

  • 67%

    Making decisions and solving problems

    Using information to work out the best solution and solve problems.

  • 65%

    Looking for changes over time

    Comparing objects, actions, or events. Looking for differences between them or changes over time.

  • 65%

    Keeping your knowledge up-to-date

    Keeping up-to-date with technology and new ideas.

  • 61%

    Leading and encouraging a team

    Encouraging and building trust, respect, and cooperation among team members.

  • 60%

    Guiding and directing staff

    Guiding and directing staff, including setting and monitoring performance standards.

  • 60%

    Coming up with systems and processes

    Deciding on goals and figuring out what you need to do to achieve them.

  • 58%

    Making sense of information and ideas

    Looking at, working with, and understanding data or information.

  • 57%

    Scheduling work and activities

    Working out the timing of events, programs, and activities, as well as the work of others.

  • 45%

    Working with computers

    Using computers to program, write software, set up functions, enter data, or process information.

  • 43%

    Estimating amounts, costs and resources

    Working out sizes, distances, amounts, time, costs, resources, or materials needed for a task.

  • 43%

    Explaining things to people

    Helping people to understand and use information.


Interests and demands

Learn about the daily activities, and physical and social demands faced by workers. Explore the values and work styles that workers rate as most important.

Interests

Interests are the style or type of work we prefer to do. All interest areas are shown below.

  • 100%

    Enterprising

    Starting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.

  • 76%

    Administrative

    Following set procedures and routines. Working with numbers and details more than with ideas, usually following rules.

  • 52%

    Creative

    Working with forms, designs and patterns. Often need self-expression and can be done without following rules.

  • 38%

    Helping

    Working with people. Helping or providing service to others.

  • 33%

    Analytical

    Ideas and thinking. Searching for facts and figuring out problems in your head.

  • 14%

    Practical

    Practical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.


Values

Work values are important to a person’s feeling of satisfaction. All six values are shown below.
  • 88%

    Working conditions

    Job security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.

  • 86%

    Achievement

    Results oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.

  • 81%

    Independence

    Work alone and make decisions. Workers are able to try out their own ideas, make decisions on their own, and work with little or no supervision.

  • 81%

    Relationships

    Serve and work with others. Workers usually get along well with each other, do things to help other people, and are rarely pressured to do things that go against their sense of right and wrong.

  • 76%

    Recognition

    Advancement and the potential to lead. Workers are recognised for the work that they do, they may give directions and instructions to others, and they are looked up to in their company and their community.

  • 71%

    Support

    Supportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.


Demands

The physical and social demands that workers face most often are shown below:
  • 100%

    Electronic mail

    Use electronic mail.

  • 98%

    Telephone

    Talk on the telephone.

  • 95%

    Face-to-face discussions

    Talk with people face-to-face.

  • 93%

    Teamwork

    Work with people in a group or team.

  • 93%

    Unstructured work

    Have freedom to decide on tasks, priorities, and goals.

  • 92%

    Contact with people

    Have contact with people by telephone, face-to-face, or any other way.

  • 91%

    Indoors, heat controlled

    Work indoors with access to heating or cooling.

  • 88%

    Freedom to make decisions

    Have freedom to make decision on your own.

  • 87%

    Spend time sitting

    Spend time sitting at work.

  • 86%

    Lead or coordinate a team

    Lead others to do work activities.

  • 85%

    Contact with the public

    Work with customers or the public.

  • 84%

    Time pressure

    Work to strict deadlines.

  • 83%

    Impact of decisions

    Make decisions that have a large impact on other people.

  • 82%

    Frequent decision making

    Frequently make decisions that impact other people.

  • 81%

    Responsible for outcomes

    Take responsibility for the results of other people's work.

  • 79%

    Competition

    Compete with others, or be aware of competitive pressures.

  • 76%

    Being exact or accurate

    Be very exact or highly accurate.

  • 70%

    Letters and memos

    Write letters and memos.

  • 67%

    Public speaking

    Talk to a group of people.

  • 64%

    Conflict situations

    Deal with conflict or disagreements.

Occupational Information Network
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 11-2021.00 - Marketing Managers.


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