243 Sales, Marketing and Public Relations Professionals

Advertising and marketing professionals develop and coordinate advertising strategies and campaigns, determine the market for new goods and services, and identify and develop market opportunities for new and existing goods and services. Tasks include - (a) planning, developing and organizing advertising policies and campaigns to support sales objectives; (b) advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services; (c) writing advertising copy and media scripts, and arranging television and film production and media placement; (d) collecting and analysing data regarding consumer patterns and preferences; (e) interpreting and predicting current and future consumer trends; (f) researching potential demand and market characteristics for new goods and services; (g) supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes; (h) commissioning and undertaking market research to identify market opportunities for new and existing goods and services; (i) advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels. Examples of the occupations classified here: - Advertising specialist - Marketing specialist - Market research analyst.

Public relations professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of businesses and other organizations, their goods and services, and their role in the community. Tasks include - (a) planning and organizing publicity campaigns and communication strategies; (b) advising executives on the public relations implications of their policies, programmes and practices, and preparing and controlling the issue of news and press releases; (c) undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns; (d) organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity; (e) representing organizations and arranging interviews with publicity media; (f) attending business, social and other functions to promote the organization; (g) commissioning and obtaining photographs and other illustrative material; (h) selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity. Examples of the occupations classified here: - Publicity agent - Public relations copy writer - Public relations officer - Press liaison officer.

Technical and medical sales professionals (excluding ICT) represent companies in selling a range of industrial, medical and pharmaceutical goods and services to industrial, business, professional and other establishments. Tasks include - (a) compiling lists of prospective client businesses by using directories and other sources; (b) acquiring and updating knowledge of employers’ and competitors’ goods and services, and of market conditions; (c) visiting regular and prospective client businesses to establish and act on selling opportunities; (d) assessing clients’ needs and resources and recommending appropriate goods or services; (e) providing input to product design where goods or services must be tailored to suit clients’ needs; (f) developing reports and proposals as part of sales presentations to demonstrate benefits from the use of goods or services; (g) estimating costs of installing and maintaining equipment or service; (h) monitoring customers’ changing needs and competitor activity, and reporting these developments to sales management; (i) quoting and negotiating prices and credit terms, and preparing and administering sales contracts; (j) arranging delivery of goods, installation of equipment and the provision of services; (k) reporting to sales management on sales made and the marketability of goods and services; (l) consulting with clients after sale to ensure a satisfactory resolution of any problems, and provide ongoing support. Examples of the occupations classified here: - Sales representative (industrial products) - Sales representative (medical and pharmaceutical products) - Technical sales representative Some related occupations classified elsewhere: - Commercial sales representatives - 3322 - Sales representative (computers) - Sales representative (communications technology).

Information and communications technology (ICT) sales professionals sell, at the wholesale level, a range of computer hardware, software and other information and communications technology goods and services including installations, and provide specialized information as required. Tasks include - (a) soliciting orders and selling goods to retail, industrial, wholesale and other establishments; (b) selling technical equipment, supplies and related services to business establishments or individuals; (c) discussing the needs of new and existing customers and providing specialized information about how particular equipment, supplies and services meet those needs; (d) quoting and negotiating prices and credit terms, and completing contracts and recording orders; (e) updating customer records and preparing sales reports; (f) arranging delivery of goods, installation of equipment and the provision of services; (g) reporting customers’ reactions and requirements to manufacturers. Examples of the occupations classified here: - Sales representative (computers) - Sales representative (communications technology) Some related occupations classified elsewhere: - Shop sales assistants - 5223.