It's college graduation season!

Graduation caps are flying through the air, names are being mispronounced, and awkward questions about future careers are being asked. What's missing? A crash course when it comes to what marketing students actually need to know to

enter the real world of marketing.

Unfortunately, featuring your fancy new diploma with the words "B.S. in Marketing" does more for fantastic graduation photos than it does for fantastic post-grad jobs. The sad truth is that most marketing students aren't adequately prepared for the real world.

To all you current and future marketing students, here's a list of 20 things, under the umbrella of five key categories, of what you actually need to know before entering theprofessional marketing world. The list is a collection of advice from current members of the HubSpot marketing team -- including full-time marketing professionals who have graduated in years past as well as marketing interns who are graduating this year or in the future.

Academics
1. Don't be afraid of numbers.
I can't tell you how many students I've come across who tell me they avoid taking any classes that involve quantitative analysis or statistics. News flash: marketers need statistics. You need to be prepared to analyze everything you do. Don't use the excuse that you plan on being a "social media marketer." I'm on the HubSpot social media team, and I spend every single day looking at and interpreting charts and graphs. You need to be able to look at a spreadsheet of numbers, make the proper calculations, and analyze what they mean. Otherwise, you're wasting a whole lot of time making decisions without proof that they work and/or benefit your business in some way. So pay attention in stats.

2. It's not all about the Four P's and C's of Marketing.
Whether your marketing classes preach the P's or C's of Marketing, it doesn't matter. While they can help introduce you to the core concepts of marketing, the chances of you dealing with a real-world marketing situation by brainstorming how you meet price, product, place, and promotion is unrealistic. You need to be thinking about much more, which will come in later parts of this list.

3. Your classroom doesn't teach you to think on your feet.

Simulate "real-life" scenarios as much as you want, but you won't actually learn to make important decisions in tight time frames until you're managing real dollars, working to uphold a real company's reputation, and investing your energy in real projects. You can't practice it either. You have to be there and do it a few times, and then you'll learn. Use internships as an opportunity to do this, which takes us to our next section.

Experience
4. Having an internship on your resume isn't "impressive."
You had a summer internship at a marketing agency last summer? Great! So did everybody else. The fact that you had an internship is not impressive, it's what you did while you were there that is (or isn't). Students have accepted this false notion that even if you're just answering phones, the fact that you had some big company's name on your resume will get you a job. It might get you in the door for an interview, but if you can't share the benefit you provided to the company, you won't be seen as a valuable resource.

5. Prove your value and capability.

On the topic of using internships to think on your feet, don't be afraid to take initiative either at your first job or internship. Don't just let your boss tell you what to do. I once had a professor ask my class, "How many of you would dare say something against your boss?" I was the only student to raise my hand. If you think your boss is wrong, there's nothing wrong with speaking up -- so long as you do so respectfully and with sound reasoning to back yourself up. You're never going to learn if you just take what people tell you for granted. The same goes for professors. I once started a "marketing war" with one my professors by debating his suggestions. Which one of us was right, no one can say, but the value we both got from discussing our opinions was much greater than knowing who was right.

6. Make the most of your internships.

Okay, so we've already established that it's not just about having an internship; it's what you do there. A subcomponent of having great internship experiences is trying different things. If you're interested in marketing, don't just apply to internships at marketing agencies every summer. Switch it up and test your skills in different marketing environments, such as at a company that executes its marketing in-house. That way, you're staying true to your ultimate goal while also using your talents in different types of environments. Another great thing about this is, you'll learn which type of marketing job you're best suited for.

7. Your laundry list of extracurricular activities doesn't make you an expert.

I get it -- you love being involved in every organization you can possibly be a part of. You think putting it all on your resume will show your great versatility and extensive experience. But all it really does is confuse recruiters. I've heard employers say they get turned off by students who seem too involved because they don't show any one true strength they can bring to the table. Instead of being an expert in one area, they just have their toes dipped in a bunch. Employers are looking for something unique that you can do, not that you have tried everything -- that's what marketing teams are for. If you've participated in a lot of different activities in college, narrow down the few that you can actually say you've learned from, excelled at, and helped you grow.

8. Don't make your skills sound more impressive than they are.
Don't set yourself up for failure. If you make your accomplishments sound better than they actually are, you're setting up high expectations for yourself. And if you fail to meet those expectations, the trust an employer has in you will fade

away instantly. You may even get fired, and that's probably worse to explain in future interviews than having no prior job at all.

Marketing
9. Marketing moves fast.
Chances are, whatever your professor taught you your freshman year of college no longer applies. Need an answer to a pressing marketing problem? You won't find it in that years-old textbook. Effective marketing isn't about looking up the answer, it's about creating the answer. For example, social media wasn't taught in a classroom until recently, yet it's been around for years. Nobody taught professional marketers already in the business how to "do social media"; they had to figure it out on their own. That's your future: figuring out marketing. Forever.

10. Marketing isn't about pretty pictures and viral videos.

Effective marketing campaigns focus on creating content that benefits your audience. You can't spend your marketing career creating humorous videos for the sake of bringing attention to your brand. You need to be prepared to think critically and analyze the needs of your target audience. What do they want? What are they confused about? How can you best serve them while serving your business? Answer one of these questions correctly, and your content will naturally become viral.

11. Marketing is not just about branding or awareness -- it's about making money.

Gone are the days of going to the marketing department for happy messages and to Sales for revenue -- today, the two must work together. We keep talking about how everything you do should benefit your company, but haven't said what that benefit is. The benefit is simple: revenue. What is the return on investment of that email send? That tweet? That press release? Each of these efforts should be positioned to represent your company culture, but they need to fit into the sales cycle. They need to have a monetary value.

12. Marketing doesn't have to be evil.

The negative connotation surrounding "marketer," "public relations professional," etc. is pretty pervasive. But that doesn't mean it's okay to live up to those standards. Don't lose your morals and ethics when you graduate -- they need to be omnipresent in your marketing career. And yes, it is possible to create marketing that people actually like.

13. There's more to marketing than big brands and agencies.

Yes, you can work at a marketing agency. And yes, you could work for a big brand like Nissan or Pepsi. But there are SO many more options. What about working in-house at technology company? A small business? A hospital? Just because your professors only talk about the campaigns big brands have executed, doesn't mean those are the only marketing jobs out there.

Personal
14. Don't be afraid to be wrong.
How many times have you said, "I thought that but didn't say anything." Well, if you ever get to that point, it's too late. If you have an idea or opinion on something being discussed, speak up! Experience helps create proper judgment, not ideas. Anyone is capable of thinking of the next big thing; it's just a matter of not being afraid to share it.

15. You are your own best case study.

Prove your skills by marketing yourself. Don't wait for someone else to give you the opportunity. Start a blog about marketing (or something else you're passionate about) and demonstrate your knowledge of the industry, your writing ability, as well as your ability to build an audience online. Invest time in building your social media reach, and leverage LinkedIn to connect with other marketing professionals. Demonstrate your passion for marketing by properly marketing yourself. If you can't market yourself, how will you market for others?

16. Grow thicker skin.

As a marketer, you'll have to deal with complaining customers, social media bashers, unresponsive sales reps, frustrating clients. The list goes on and on... and through it all, you have to bite your tongue and let them feel like they are always right. If you get too emotional over how people treat you, you won't last in the business. Take all negative feedback as constructive criticism, and spin it into something positive.

17. Never burn bridges.

That annoying teacher's pet who never stops talking in class next to you? She may end up being your manager one day. Or your co-worker. Or the woman who gets to decide if a company hires you. You never know where people end up.

18. Network like crazy with everyone.

Yes, you've heard this before. But the important part of networking is doing it with everyone. If you decide you want to work at XX company, don't only find ways to talk to people from XX company. Maybe that random stranger in the corner from Y company will one day be an employee at XX company, and then you'll be bummed you missed the opportunity to tell that person why you rock. Point is, you never know who could end up helping you out the future. Get to know as many people as you can.

Miscellaneous

19. Get Familiar With HTML/CSS

You don't need to be a webmaster, but you do need to understand the basics. What happens when your web designer goes on vacation? What happens when you need to make a quick fix on your website? Or even just need to talk to your web designer? You don't want to sound like a complete doh-doh head. Understand how coding works and be prepared to make little tweaks.

20. Understand the difference between B2B and B2C.

I'm surprised I was never exposed to such basic acronyms at school, but most businesses are classified this way. B2B = business-to-business. B2C = business-to-consumer. Look up the difference; it'll teach you a lot about different forms of marketing, and possibly where you want to work one day.

From the marketing team at HubSpot, we hope you found this list beneficial in planning your marketing career. Cheers to you!

Types of jobs:Advertising, marketing and PR

Advertising account executive Advertising account planner Advertising art director Advertising copywriter Market researcher Marketing executive Media buyer Media planner Public affairs consultant Public relations account executive Public relations officer Sales promotion account executive

Advertising account executive:Job description

Advertising account executives work within advertising or multi-service agencies, acting as a link between clients and the agency. They are responsible for liaising between the client and other agency staff to coordinate advertising campaigns. Advertising account executives liaise closely with their clients throughout campaigns, often on a daily basis. They manage administrative and campaign work, ensuring that this is all completed on time and on budget.

The role can involve handling up to four client accounts or, in larger agencies, just one or two accounts. Advertising account executives usually report to an account manager.

Typical work activities

Advertising account executives contribute to and develop advertising campaigns. Tasks typically involve:

meeting and liaising with clients to discuss and identify their advertising requirements; working with agency colleagues to devise an advertising campaign that meets the client's brief and budget; presenting, alongside agency colleagues (particularly the account manager), the campaign ideas and budget to the client; working with the account manager to brief media, creative and research staff, and assisting with the formulation of marketing strategies; liaising with, and acting as the link between, the client and advertising agency by maintaining regular contact with both, ensuring that communication flows effectively; negotiating with clients and agency staff about the details of campaigns; presenting creative work to clients for approval or modification; handling budgets, managing campaign costs and invoicing clients; writing client reports; monitoring the effectiveness of campaigns; undertaking administration tasks; arranging and attending meetings; making 'pitches', along with other agency staff, to try to win new business for the agency.

Advertising account planner:Job description

Advertising account planners play a key part in developing advertising campaigns for a diverse range of products and services. The planner is responsible for writing the formal creative brief and for providing the ideal environment for creative development. Acting as the voice of the consumer within an agency, a planner uses research data to identify suitable audiences and the best methods of communication. Planners combine market data, qualitative research and product knowledge within a brief to enable the creative team to produce advertising ideas that resolve defined business problems. With increasing public awareness of marketing strategies, a key challenge is to develop innovative ways to reach consumers.

Typical work activities

Typical activities may include:

liaising with clients to identify specific business problems and develop ideas; communicating with colleagues within the agency, such as creatives and account managers, in the process of developing a campaign; gaining a comprehensive context for advertising strategies by analysing a wide range of information in great detail, including demographics, socio-economics and the market for the client's product and market share; commissioning research from outside organisations to inform advertising strategies, using both qualitative methods, such as focus groups and structured interviews, and quantitative methods, such as demographic profiling and questionnaires; running qualitative research groups; using a variety of market and research data to monitor cultural and social trends and their impact on consumers' attitudes, behaviour and perceptions;

finding an 'angle' on a specific product or service on which to base an advertising campaign; researching the product or service to be advertised, which may involve gaining technical or specific knowledge; reconciling the differences between consumers' current perceptions of the brand and the way the client wishes the brand to be perceived; meeting the client to learn the background to the brand and advising on possible approaches or adaptation of approach to the target market; providing the creative team with a clearly defined brief that contains concise information on the product, audience and strategy, so that they can develop creative ideas applicable to the media channels that will promote the idea most effectively; presenting conclusions and ideas to clients and other agency staff; analysing and interpreting customer response and sales data to evaluate the effectiveness of the campaign.

Advertising art director:Job description

Advertising art directors, often referred to as 'creatives', are responsible for producing innovative ideas for the visual elements of advertising campaigns in all kinds of media, including:

television and cinema; internet (digital/viral marketing); posters; press;

direct mail. An art director usually works alongside a copywriter to form a 'creative team'. Traditionally, the copywriter produces the words to go with the visuals created by the art director. These roles are becoming more blurred now though and it is likely that both will have an input on the visual and verbal content to produce the right look and feel for the advertising campaign.
The advertising art director works on the campaign from the beginning and receives details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.

Typical work activities

The roles of advertising art directors vary according to the agency they work for and the client brief, but typical activities may include:

working closely with the copywriter to generate creative ideas and concepts to fulfil the client's brief; producing sketches or 'storyboards' (television) or 'roughs' or 'scamps' (print) to communicate ideas to the client; gaining an understanding of the target audience and business that the advert is aimed at; meeting with the creative director and account managers before presenting ideas to clients; pitching ideas to clients; briefing other members of the creative team; commissioning photographers, artists or film-makers to work on projects; visiting and assessing locations for potential shoots; working on location; attending meetings at production houses and with other directors; working in editing suites to oversee the finished product; advising new creatives, reviewing their 'books' and managing new teams on placement with the agency.

Advertising copywriter:Job description

Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns. The art director deals mainly with the visual images of the advertising campaign while the copywriter provides the verbal or written copy. This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials. Copywriters also work with media planners/buyers and the production department to fully develop the advertising campaign.

Typical work activities

Advertising copywriters often handle several client accounts at the same time, making the job varied and interesting. Typical work activities may include:

liaising with clients and interpreting their briefs; working in account teams; developing creative ideas and concepts, often in partnership with the art director; presenting ideas to colleagues and clients; familiarising themselves with their clients products and services, the target audience and their competitors activities; writing clear, persuasive, original copy; updating digital media with snappy, timely content; proofreading copy to check spelling and grammar; amending, revising or redeveloping adverts or campaigns in response to feedback from the creative director, account team or clients; overseeing campaigns through the production stage to completion; working on several campaigns at once, sometimes under pressure and often to tight deadlines; casting actors for TV and radio work, and listening to voice tapes; liaising with production companies, photographers, typographers, designers and printers; keeping up to date with popular culture and trends; monitoring the effectiveness of advertising campaigns.

Market researcher:Job description

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The work that a market researcher does helps to inform political, social and economic decisions made by many organisations and businesses. Their primary aim is to collect and analyse data and information thatis valuable to their clients. Some market researchers are employed directly by a company (known as client-side) and work to collect information for them on customer opinions, investment and marketing decisions. The majority, however, are employed by marketing agencies that range in size, where they work on numerous projects for different companies and industries.

Market researchers tend to specialise in either quantitative or qualitative research. Quantitative research involves working with statistics and percentages and can deliver quick results. Qualitative research involves analysing opinions and can provide the reasons behind certain percentages. Qualitative research is a longer process, sometimes lasting years.

Typical work activities

The exact type of work carried out by market researchers varies according to the employer (whether they work client-side or for an agency), the industry in which the client is based and the type of research being carried out. Typically, however, work activities can include:

meeting with clients to negotiate and agree research projects; liaising with clients via face to face meetings, email and the telephone; researching a topic; preparing briefs and commissioning research; formulating a plan/proposal and presenting it to the client or senior management; writing and managing the distribution of surveys and questionnaires; briefing interviewers and researchers; liaising with and managing survey staff; moderating focus groups; undertaking ethnographic research (observing people in their homes and other environments); conducting qualitative or quantitative surveys, which may involve field, interview or focus group assessments; using statistical software to manage and organise information; monitoring the progress of research projects; analysing and interpreting data to identify patterns and solutions, including surveys and focus group transcripts; writing detailed reports and presenting results; advising clients/senior management on how to best use research findings; managing budgets.

Marketing executive:Job description

Marketing executives are involved in developing marketing campaigns to promote a product, service or idea. The role includes planning, advertising, public relations, organising events, product development, distribution, sponsorship and research. The work is often challenging, varied and exciting. As many organisations have marketing departments, marketing executives can be found in both the private and public sectors, ranging from the financial, retailing and media industries to voluntary and public sector organisations. The responsibilities of a marketing executive will vary, depending on the size of the organisation and sector, and whether the focus is on selling a product or service or on raising awareness of an issue that affects the public. Marketing executives may also be known as marketing officers or coordinators.

Typical work activities

Marketing executives contribute to, and develop, integrated marketing campaigns. Tasks typically involve:

liaising and networking with a range of stakeholders including customers, colleagues, suppliers and partner organisations; communicating with target audiences and managing customer relationships; sourcing advertising opportunities and placing adverts in the press - local, regional, national and specialist publications - or on the radio, depending on the organisation and the campaign; managing the production of marketing materials, including leaflets, posters, flyers, newsletters, e-newsletters and DVDs; writing and proofreading copy; liaising with designers and printers; organising photo shoots; arranging for the effective distribution of marketing materials; maintaining and updating customer databases; organising and attending events such as conferences, seminars, receptions and exhibitions; sourcing and securing sponsorship; conducting market research such as customer questionnaires and focus groups; contributing to, and developing, marketing plans and strategies; managing budgets; evaluating marketing campaigns; monitoring competitor activity; supporting the marketing manager and other colleagues.

Media buyer:Job description

Media buyers negotiate, purchase and monitor advertising space and airtime on behalf of their clients. They aim to reach the highest number of people in the target audience at the lowest possible cost. Buyers generally work in advertising and media agencies. They work across several or all media, including newspapers, magazines, posters, internet, television and cinema. They often work on more than one client account at a time. In some full-service agencies, the role of media buyer is often combined with media planner.

Typical work activities

Media buyers work closely with media planners. Typical activities include:

identifying the target audience for a particular media campaign and deciding how best to communicate to that audience; keeping up to date with industry research figures, including distribution figures (newspapers and magazines) and audience figures (TV and radio); monitoring buying strategies; liaising and building relationships with clients and media sales companies; negotiating with media sales companies to obtain the best rates and most appropriate media spaces in online, broadcast and print advertising; liaising with media sales people to adjust media schedules in response to audience figures; booking individual advertising spots, e.g. pages, posters, internet banners, broadcast adverts, etc; ensuring that the adverts run accurately so the desired media message is seen and heard by consumers;

client reporting and budget management, including preparing costings for clients and producing spending updates throughout the campaign; collecting and analysing sales and consumer data; undertaking research using a wide range of specialist media resources; analysing the effectiveness of the campaign and using this data to inform future campaigns; working on a range of client accounts at the same time, often juggling various projects and deadlines; supporting the media manager and other colleagues.

Media planner:Job description

Media planners work within advertising agencies or media planning and buying agencies. They enable their clients to maximise the impact of their advertising campaigns through the use of a range of media. Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. They apply knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client's brand. Media planners work with the press, television, radio and new media, in particular the internet, as well as more unusual platforms, for example, promotion on the sides of buses and taxis. Some agencies may combine the role of planner with the role of media buyer. Media planners may also be known ascommunications planners, brand planners or strategists.

Typical work activities

Media planners usually work on several projects at the same time, often for a number of different clients. Work activities generally fall into two main areas, with levels of client contact increasing with seniority: Preparation:

Working with the client and the account team to understand the client's business objectives and advertising strategy. Liaising with the creative agency team, clients and consumers to develop media strategies and campaigns. Making decisions on the best form of media for specific clients and campaigns. Undertaking research and analysing data using specialist industry resources. Identifying target audiences and analysing their characteristics, behaviour and media habits.

Presenting proposals, including cost schedules, to clients. Implementation:

Recommending the most appropriate types of media to use, as well as the most effective time spans and locations. Working with colleagues, other departments and media buyers either in-house or in a specialist agency. Making and maintaining good contacts with media owners, such as newspapers, magazines and websites. Managing client relationships to build respect and trust in your judgement. Proofreading advertisement content before release. Maintaining detailed records. Evaluating the effectiveness of campaigns in order to inform future campaigns.

Public affairs consultant:Job description

Public affairs consultants are often referred to as lobbyists, but their work is more wide-ranging. They use their understanding of the political system to offer political and public policy advice to their clients. Clients may include private sector companies, trade associations, charities, not-for-profit organisations and overseas governments.

Keeping abreast of political developments, in order to advise clients on a possible response, is vital to the role. Key information is sought from personal contacts, a range of media sources and political intelligence and monitoring. Public affairs consultants identify key stakeholders in the decision-making process at European, national, regional and local government levels. They work to maintain relationships with these individuals and to assist clients to promote and protect their interests effectively.

Typical work activities

Tasks include:

monitoring proceedings at the Houses of Parliament, government departments, European institutions, think-tanks, non-governmental organisations (NGOs) and other bodies in order to keep clients informed of any developments related to their field of activity; reading and monitoring parliamentary publications and printed transcripts, such as Hansard ; advising on potential responses that may be required; responding to requests for information; researching, forecasting and evaluating the effects of public policy on an organisation, using public sources, political intelligence and personal contacts; writing newsletters, briefings, campaign material and press releases; attending select committee hearings, party conferences and other events; establishing and maintaining two-way communication with relevant official bodies and stakeholders; maintaining regular contact, in person and in writing, with politicians, civil servants, and/or staff in local authorities and regulatory bodies to brief them on clients' work and concerns; responding to public policy threats and opportunities; maintaining relationships with existing stakeholders;

developing new business. The amount of time spent on the above activities varies according to the employer and level of experience required. At entry level, you will be involved in a high level of research and monitoring of information, while an account director will be principally involved in strategic planning and relationship management.

Public relations account executive:Job description

Public relations account executives manage the information between organisations or individuals and the general public. They promote their clients to their intended audiences through news items, press releases and product placements. A PR account executive works within a wider team and aims to influence public opinion or behaviour without the use of paid advertising. By generating positive news coverage, achieving product placement without payment in broadcast, print and new media, and placing spokespeople as commentators, a PR account executive works to proactively promote the profile of their clients.

Typical work activities

The work of a public relations (PR) account executive is likely to vary from day to day, depending on the area of expertise. PR agencies often specialise in specific industry sectors, such as consumer, business-to-business (B2B), financial and healthcare. The pace of work and the depth of detail needed may vary depending on the type of media being targeted and the deadlines it demands. Tasks typically involve:

liaising on a daily basis with clients and the media, often via telephone and email; relationship building and networking with colleagues, clients and the media; monitoring the media, including newspapers, magazines, journals, broadcasts, newswires and blogs, for opportunities for clients;

working as part of an account team to develop client proposals and implement the PR activity; preparing regular client reports and attending client meetings; researching, writing and distributing press releases to targeted media; promoting news stories and features to the media, known as 'selling in'; collating, analysing and evaluating media coverage; event management, including press conferences and promotional events; attending and promoting client events to the media; assisting with the production of client publications, such as in-house magazines; commissioning market research; coordinating studio or location photography; undertaking research for new business proposals and presenting to potential new clients; managing the PR aspect of a possible crisis situation.

Public relations officer:Job description

Public relations (PR) is about managing reputation. This career field aims to gain understanding and support for clients as well as to influence opinion and behaviour. PR officers use all forms of media and communication to build, maintain and manage the reputation of their clients. These range from public bodies or services to businesses and voluntary organisations. They communicate key messages, often using third party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between an organisation and its public. PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation's stakeholders. They then report and explain the findings to its management.

Typical work activities

A PR officer often works in-house and can be found in both the private and public sectors, from the utility and media sectors to voluntary and not-for-profit organisations. Some PR officers may be based in consultancies. The role is very varied and will depend on the organisation and sector. Tasks often involve:

planning, developing and implementing PR strategies; liaising with colleagues and key spokespeople; liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email; researching, writing and distributing press releases to targeted media; collating and analysing media coverage; writing and editing in-house magazines, case studies, speeches, articles and annual reports; preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes; devising and coordinating photo opportunities; organising events including press conferences, exhibitions, open days and press tours; maintaining and updating information on the organisation's website; sourcing and managing speaking and sponsorship opportunities; commissioning market research; fostering community relations through events such as open days and through involvement in community initiatives;

managing the PR aspect of a potential crisis situation.

Sales promotion account executive:Job description

A sales promotion account executive devises, develops and implements ideas for promotional marketing campaigns. They are usually involved in all stages of the process, making sure a campaign runs smoothly. Sales promotion account executives aim to increase sales or usage of products and services by providing additional incentives, targeting consumers, channel-marketing partners and a company's own employees. They use a range of strategies including competitions, samples and coupons, promotions and point-of-sale displays to encourage increased sales. These incentives reach the consumer in a variety of ways, such as in retail outlets, at events and exhibitions, through direct mail, press advertising, websites, text messaging and social media.

Typical work activities

Sales promotion account executives are the people responsible for the organisation of promotional marketing campaigns. They must ensure that the work proceeds according to plan, keep everybody involved in the campaign informed and up to date and provide central administrative support to the team. Account executive is the normal entry-level position for new graduates. Tasks typically include:

researching ideas, clients and markets; liaising with clients, other agency staff and external suppliers of goods and services; developing ideas for promotional marketing campaigns; reporting to the account manager; briefing other agency staff, such as creative teams and production departments; attending meetings and sharing ideas at brainstorming sessions, reporting back details of discussions; writing and proofreading promotional marketing copy; monitoring the progress of work and producing status reports; compiling budgets and costing supplies and projects; preparing and checking invoices and bills; maintaining information on projects and clients; assisting in the preparation of presentations to clients; carrying out a variety of administrative tasks.