Advertising Account Executive, Music Website

$21,000 to $100,000+

Account Executive, Advertising Account Representative, Advertising Sales Representative

Sells advertising space on websites, meets with musical group representative and marketers, develops advertising promotions, Prepares orders, keeps records of sales.

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There are large companies and small companies who are increasing their presence online. Some are selling merchandise, such as music, CDs, DVDs, and magazines, and others sell tickets to concerts and other things. And, any fan of music probably knows that pretty much every music club, arena, and concert hall has its own website, as well as radio stations, and music television programs. There are also recording artist websites, fan sites, and songwriter websites.

The point is that there are many, many music-oriented websites all over the internet, and pretty much each one is generating income by selling advertising space. The Advertising Account Executive is the one responsible for selling this advertising space. He or she is also referred to as an Account Rep, Salesperson, Sales Rep, Advertising Account Rep, or Advertising Rep. Also, if a website is larger, it might need more than one Advertising Account Executives selling ads on the site.

The Advertising Account Executive is either assigned accounts, or will find potential advertisers on their own. Larger, more prestigious websites are routinely contacted by potential advertisers, asking for the site's demographics and advertising rates. These calls may go directly to a Sales Manager or Marketing Manager who will pass along callers to the appropriate Account Executive.

The main responsibility of the Account Executive include selling advertising, which is tough because one must be able to prove to potential advertisers the popularity of the site through the number of site visitors or “hits” it receives. In addition, the Advertising Account Executive must also demonstrate to potential advertisers the demographics of those who visit their site. To capture a sale, some Account Executives set up meetings to visit potential advertisers in person, while others rely on calling advertisers – more and more are establishing contact through e-mails.

Once the Advertising Account Executive contacts potential advertisers, he or she will send out advertising or rate kits that include rate cards, info sheets, demographics info, testimonials from other advertisers, and more. These kits are sent through e-mail or sent physically through traditional mail. One must remember that advertisers on the Internet might be found almost anywhere, so meetings may be in person, over the phone, via e-mail, etc.

One major responsibility of the music-oriented website Advertising Account Executive is to bring in new business by making “cold” calls to potential advertisers in an attempt to set up an appointment. Of course, not every call will result in an appointment, so Advertising Account Executives must have the ability to accept rejection without taking it personally. In addition, Advertising Account Executives must have a complete knowledge of the website, including visitor demographics, how long the site has been in existence, other advertisers, and much more. This knowledge of course can help the Advertising Account Executive illustrate how advertising on his or her site can benefit a potential advertiser, and thus will lead to more sales. In another attempt to increase sales, Music Website Advertising Account Executives may offer a variety of promotions and discounts, along with offer specials, promotions and discounts. Whatever the situation, it is essential that that Advertising Account Executive be aware of all the promotions. He or she must also be up to date on various rates, discounts, and advertising packages offered.

Aside from generating sales, the successful Executive must aim to build a lasting business relationship with the advertiser by servicing the account well, while checking with clients to make sure they are happy with their ads and are being billed properly. To do this, Music-Oriented Website Advertising Account Executives must keep accurate records of advertisements sold, billings, and so on.

Another of the responsibilities of the Website Advertising Account Executive is determining how long an advertiser wants to run a specific ad, and when he or she wants an ad changed. Because ads on the internet allow for the ability to update easily and often, it is up to the Advertising Account Executive to be aware of what their clients want.

Salaries
Depending on the size, prestige, and popularity of the website, Music-Oriented Website Advertising Account Executives can earn anything from $21,000 to $100,000 or more – really, as is the case with most sales jobs, the sky is the limit on earnings. This is because most Advertising Account Executives are paid on a commission basis. Some companies also offer a weekly or monthly draw against salary for the Advertising Account Executive so new Executives can get into the swing of selling – it also adjusts the take-home pay of individuals in the event of a bad sales week or month.

Employment
Employment prospects are good for Music-Oriented Website Advertising Account Executives who are sales oriented, and aggressive. These types of jobs may be located throughout the country, and in some instances companies will allow employees to telecommute either all or part of the time.

Advancement
Some can climb the career ladder by selling more advertisements and thus increasing their earnings as a result. Others find similar positions with more prestigious and more popular music-oriented websites. Some look to become Sales Managers, which is a career advancement.

Education and Training
Some companies require a minimum of a high school diploma or GED, but many require a college degree or background. With that said, if an applicant is eager, aggressive, and has good experience, these requirements may be waived. Certain useful courses include advertising, sales, business, English, psychology, sociology, writing, and communications. There are also seminars and workshops in various areas of the music industry that are helpful.

Experience, Skills, and Personality
As mentioned, experience requirements vary from company to company, while some hire individuals with no experience, but a true desire to sell. On the other hand, others require their Advertising Account Executives to have lengthy sales experience. Of course, sales skills are critical, and individuals should be articulate, with excellent verbal and written communications skills. Plus, an understanding of websites and the internet in general, along with graphics and designs is also necessary. In addition, Advertising Account Executives need to be outgoing, and appropriately aggressive, and should be able to self-motivate. With so many appointments and scheduling issues, the Advertising Account Executive must be able to plan out their workday without someone looking over their shoulder. Lastly, the ability to work with numbers is helpful in calculating out ad rates.

Unions and Associations
There are a number of trade associations that are designed specifically for the area of the music industry in which the site is focused. The American Advertising Federation (AAF) may also provide useful information.

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