Advertising media salesperson

Advertising media salespeople sell advertising space for online and digital media, newspapers, magazines and outdoor sites. Some sell advertising time on radio and television. Much of their work is done by negotiation over the telephone or face to face, either with advertisers directly or with media buyers.

Work activities

Advertising media salespeople are employed by national, regional and local newspapers, magazine and online/digital media, radio and television companies, search engine providers, outdoor poster companies and so on, to sell advertising space and time. Buyers of advertising space include members of the public, individual companies, or media buyers who work for advertising agencies.

Jobs range from selling classified advertisements (ads) in free newspapers to higher-status and better-paid work selling display ads in national and global media, for example, on TV or popular social networking sites. The work varies to some extent between the different media. Advertising media salespeople look for new customers, keep in touch with current and previous direct clients and media buyers, and negotiate the terms of contracts. All of this involves a great deal of telephone work and, with bigger accounts, face-to-face meetings or presentations. They have to persuade potential advertisers and media buyers that their particular medium reaches the target audience in the most effective way. This involves keeping up to date with the information provided by their own market research section. For example, people selling space on posters on the London Underground have to know how many people are likely to walk past different poster sites each day or week. If they are selling space on a search engine website, they need to have figures on usage, and how many people click through to different sites. Salespeople also have to keep up to date with new technology and popular culture, especially if they are working in digital/new media organisations.

Advertising media salespeople can advise customers on the most appropriate size, duration and design of the ad, and need to be able to make rapid calculations of cost. They negotiate the price to be paid for the space or time, the number of times the advertisement is to appear, its position in the newspaper, magazine or website, where posters will be sited and for how long, or the time of day it is to occur on radio or television. Advertising media salespeople working for local radio or local newspapers might write the ad themselves. Part of each day must be spent on paperwork arising from sales made. While much work takes place in offices, travel throughout the local area, to meet clients, is sometimes necessary. Salespeople have to meet challenging targets that often result in their working long or unsocial hours.

Personal qualities and skills

As an advertising media salesperson, you will need to be: Self-confident and outgoing.

Articulate and enthusiastic.
Able to work under pressure to meet targets.
Self-reliant and resilient.
Able to build relationships with all kinds of people.
Self-motivated and keen to succeed.
Well organised.
Able to cope with rejections without taking them personally.

You should have:

Verbal and written communication skills.
Interpersonal skills.
Excellent persuasion and negotiation skills, especially on the telephone.
Teamwork skills.
Good presentation skills.
Business awareness.
IT skills – you might also need some keyboard skills.
Good number skills.

Pay and opportunities

The pay rates given below are approximate. Advertising media salespeople earn in the range of £19,000, rising to £36,000 with experience. Salaries usually include sales-related bonuses.

Advertising media salespeople usually work a 37-39-hour week, Monday to Friday. However, irregular hours might sometimes be required.

Employers include digital/online media providers, national, regional and local newspapers, TV and radio stations, outdoor advertising companies, consumer magazines, and trade and professional magazines. Opportunities for advertising media salespeople occur in towns and cities throughout the UK.

What’s happening in this work area?

The advertising sector is driven by powerful new markets. These markets are focused largely on methods of advertising involving new technology, including digital and interactive media, and increasing globalisation. Businesses are increasingly realising the value of accountable marketing (where response can be measured).

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers, on job boards and employers’ websites, and on the Government’s Find a Job service.

Entry routes and training

You could start out in an administrative support role in a sales department, or you might be recruited directly as a member of advertising sales staff. Some entrants have a background of work experience in retailing or business.

An apprenticeship is also a good route into this role. Apprenticeships include:

Sales executive (level 4 / higher)
Business to business sales professional (level 6 / degree)

You could do a degree, foundation degree or HND. Relevant subjects include sales, marketing communications, business, media and advertising.

Employers may not look for specific qualifications but prefer candidates with an outgoing personality and the ability to deal well with people on the telephone. Digital and online providers might expect applicants to have knowledge of social networking, blogging, IT and/or some kind of technical background.

Training can vary widely between different employers. It can be well structured, with an induction programme covering relevant communication skills, sales techniques and product knowledge. On-the-job training through short courses, to extend skills and update product knowledge, might be available. Most training is provided in-house, with trainees working under the supervision of experienced staff. You might be able to work towards a certificate or diploma at level 2 or 3 in Sales, or a level 2 award or certificate in telesales. There might be opportunities to gain professional qualifications with the Chartered Institute of Marketing (CIM), or the Institute of Sales and Marketing Management (ISM). The CIM also offers a number of sales training courses.

Advertising media salespeople can progress to senior sales positions, and to team leader, business development manager and sales manager posts.

Qualifications

Qualifications vary according to the type of employer. It might be possible to enter this job with few qualifications. However, some employers such as major online providers, newspapers and television companies usually recruit graduates.

For entry to a degree course in any subject, the usual minimum requirement is:

Two to three A levels.
GCSEs at grades 9-4 in two to three other subjects. Depending on the course, you are likely to need English and maths GCSEs at grades 9-4.

To get onto a higher or degree apprenticeship, you’ll need two A-levels plus GCSEs in English and maths.

Alternatives to A-levels include:

Edexcel (BTEC) level 3 National qualifications.
International Baccalaureate (IB) diploma.

Adult opportunities

Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working in, for example, retailing or business. Some have clerical or secretarial skills gained in the advertising industry. Others have developed relevant skills by dealing with the public, in telephone sales work or customer care. National newspapers, television and radio companies, and major online providers usually recruit graduates.

If you don’t have the qualifications needed to enter your chosen degree or HND course, a college or university Access course could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

Related careers

Field sales executive
Media buyer
Media planner
Sales executive
Sales manager
Telephone salesperson