The creative services department develops the subject matter and presentation of advertising. The creative director oversees the copy chief, art director, and their respective staffs. Promotion managers supervise staffs of promotion specialists. They direct promotion programs combining advertising with purchase incentives to increase sales. Purchase incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.
Marketing managers develop the firm's detailed marketing strategy.
With the help of subordinates, including product development managers and market research managers, they determine the demand for products and services offered by the firm and its competitors. Marketing managers develop pricing strategy with an eye towards maximizing the firm's share of the market and its profits while ensuring that the firm's customers are satisfied. In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and oversee product development. Marketing managers work with advertising and promotion managers to promote the firm's products and services and to attract potential users. These managers direct publicity programs to a targeted public.