What Does an Advertising Sales Representative Do?
Advertising sales representatives sell space and airtime for newspapers, radio and TV stations and websites, calling on local businesses and agencies to match each budget with the audience it should reach. Between client visits they write proposals, enter orders and check that every ad ran as sold. A thick skin helps.
Also known as: Advertising Representative
Advertising Sales Representative Duties and Responsibilities
The primary responsibilities of an advertising sales representative include:
- Prospect local businesses and agencies by phone, email and walk-in visits to find new advertisers.
- Explain audience data, rate cards and ad packages in terms a small business owner understands.
- Prepare proposals that pair budgets with print, broadcast, web or social placements.
- Negotiate rates and contract terms within limits set by the sales manager.
- Collect ad copy, logos and specifications, and pass them to design or traffic staff on deadline.
- Enter orders, insertion dates and contract changes in the CRM or ad booking system.
- Check that ads ran as ordered and arrange free make-good ads when something goes wrong.
- Follow up on unpaid invoices and help the billing office resolve disputes.
- Renew existing accounts before contracts lapse and suggest upgrades for busy seasons.
- Report weekly on calls, proposals, sales and progress toward quota.
Required Skills and Qualifications
To succeed as an advertising sales representative, you will need the following skills and qualifications:
- Prospecting and cold calling
- Presenting audience and rate data clearly
- CRM software such as Salesforce or HubSpot
- Negotiation within set pricing rules
- Deadline discipline for ad copy and materials
- Thick skin for rejection
- Basic knowledge of digital ad formats and metrics
- Reliable car and driver's license for field sales
Education and Training
Sales managers hiring new reps look first at how you handle customers, which is why many arrive from retail, hospitality and customer service jobs. A high school diploma is the typical minimum, and most of the selling skills are taught during the first months on a team. Some employers prefer a degree in marketing or communications.
Salary and Job Outlook
Typical pay: $47,020 - $99,990 per year, with a median of $64,820.
The range covers the middle half of earners nationwide. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics, May 2025, Advertising Sales Agents.
According to BLS, employment of advertising sales agents is projected to decline about 7 percent from 2025 to 2035, with roughly 7,800 openings a year. The lowest-paid quarter of the group earned less than about $47,000 in May 2025, and the highest-paid quarter earned more than about $100,000. Commission often explains the gap. Jobs often are tied to the health of print and broadcast outlets, but reps will be needed as more ad budgets move online and as local businesses still want someone to plan with.
Outlook source: U.S. Bureau of Labor Statistics, Employment Projections, 2025 to 2035, Advertising sales agents.