A professional who plans, coordinates, and directs advertising campaign for clients of advertising agency. Responsibilities include:

• Confers with client to determine advertising requirements and budgetary limitations, utilizing knowledge of product or service to be advertised, media capabilities, and audience characteristics.
• Confers with agency artists, copywriters, photographers, and other media-production specialists to select media to be used and to estimate costs.
• Submits proposed program and estimated budget to client for approval.
• Coordinates activities of workers engaged in marketing research, writing copy, laying out artwork, purchasing media time and space, developing special displays and promotional items, and performing other media-production activities, in order to carry out approved campaign.