What Is an Advertising Traffic Coordinator?
Explore the career requirements for advertising traffic coordinators. Get the facts about job duties, education requirements, employment options and salary to determine if this is the right career for you.
What is an Advertising Traffic Coordinator?
Advertising traffic coordinators handle the timely dissemination of advertising materials to various media outlets. These professionals work directly with department heads and staff to work out budgets, lay out marketing plans, choose advertising media and organize schedules. They play a large role in the organization of effective marketing plans and the completion of marketing research. They may also be put in charge of negotiating contracts with various media outlets. The table below outlines the general requirements for individuals seeking a career in this field.
|Degree Required||Bachelor's degree|
|Education Field of Study||Advertising, business, communications, journalism|
|Training Required||Related work experience commonly preferred|
|Key Responsibilities||Ensure advertising materials are generated by copywriters, distribute to media outlets in a timely fashion, make estimates of time needed to complete projects in each phase, revise copy as needed|
|Job Growth (2018-2028)||3% (for all advertising and promotions managers)*|
|Median Salary (2017)||$41,310**|
Source: *U.S. Bureau of Labor Statistics, **Payscale.com
What Are an Advertising Traffic Coordinator's Job Duties?
As an advertising traffic coordinator, your specific responsibility would be to make sure advertising materials generated by copywriters and other creative personnel are distributed to media outlets in a timely manner. At the beginning of a project, you'll consult with an account executive about the production schedule, make estimates of the time needed to complete each phase and revise copy as suggested by clients or sales personnel. Once ads are placed, you'll monitor the progress of a campaign, prepare campaign reports and adjust the media and product mixes, depending on research results and statistics. Finally, you'll provide billing information for accounting purposes, maintain an ad campaign archive and research new marketing channels.
Depending on the industry you work in, you might have some specific job responsibilities. For example, working for a fashion retailer might have you coordinating with merchandising executives to coincide advertising with product inventory. Smaller companies might increase your duties to include sales, ad layout or vendor relations. Businesses with an Internet presence could have you contrast their online and print advertising. Some specialized knowledge of a few industries would be beneficial if you work for multiple clients through an advertising agency.
What Kind of Education Will I Need?
A bachelor's degree in advertising, business, communications or journalism is sufficient for entry-level positions in advertising. Bachelor's degree programs in advertising integrate concepts from the behavioral sciences, business, marketing and public relations to explore ways of influencing individual lifestyle choices and society-wide attitudes towards fashion, art, food and entertainment. You'll learn to design ad campaigns and make effective use of online, broadcast and print media to convey advertising messages. Course topics cover ad campaign strategies, copy writing, social media and market research.
Alternately, journalism programs examine the role of a free press as a forum for educating citizens and swaying public opinion through the presentation of information, ideas, opinions and analysis. Some programs offer specialties in print and broadcast media, while others include concentrations in news and public relations. Business majors give you a relevant background in management and project coordination, and several programs offer concentrations in marketing. As a student of communications, you'll learn effective ways to connect with the public to convey an advertising message.
Many employers prefer or require that you hold a bachelor's degree, though experience in advertising, customer service and project management are also common qualifications for this position. After graduation, gaining familiarity with the advertising industry through creative or sales jobs could teach you additional skills not learned in the classroom that can prepare you for a job as an advertising traffic coordinator.
Where Could I Work?
Many businesses that advertise products or services hire advertising traffic coordinators to ensure marketing campaigns and budgets are suitable. You'll receive the most exposure to a variety of advertising styles through an advertising or marketing agency; however, broadcasting organizations, retail apparel companies, professional services businesses and wholesale trade firms also provide direct advertising options for their industries. Other types of businesses that you could work include:
- Healthcare and pharmaceutical companies
- Colleges and universities
- Internet-based businesses
- Business-to-business supply companies
- Food distributors and wholesalers
- Manufacturing corporations
What Are Some Related Alternative Careers?
Advertising sales agents are the professionals that sell advertising space to companies. They may be responsible for finding potential clients, making sales pitches and managing accounts. They can start this career with as little as a high-school diploma and a proven sales record, though employers may prefer a bachelor's degree. Market research analysts make a career out of studying market conditions and using their studies to determine what people want and how much they are willing to pay. These researchers may start their career with a bachelor's degree in marketing, statistics or a related field.