Education programmes of job
Nature of work
- Media planners identify the best mix of media channels to deliver an advertising message to a clients' target audience using research data. They consider what is going to be most effective within the budget allocated and give the client's product or service maximum exposure.
- Meeting clients to understand their advertising strategy and building up a picture about their target audience.
- Analyzing and researching the target audience's character, purchasing and media habits.
- Maintaining contacts with media owners, ensuring statistics, and circulation and viewing figures are up to date.
- Advising the creative team and clients about the most effective media combination.
- Considering appropriate timings of media activities, based upon usage patterns and seasonal factors.
- Presenting media proposals, including timings and cost breakdowns, and helping clients to reach a final decision about their future advertising strategy.
- Obtaining the best advertising rates that fit with the agreed media strategy.
- Presenting alternative options to the media planner and clients.
- Adjusting media schedules in response to the latest audience figures.
- Managing budgets and maintaining advertising spend records.
- Monitoring and updating clients on the effectiveness of campaigns.
Environment of work
- A media planner responsible practices his/her works within the office but spend a lot of his/her time visiting clients to attend meetings, and short occasional overnight stays that may be required.
- A lot of the work is conducted over the telephone.
- The working environment can be pressurized.
- Office dress code is generally casual although professional attire is expected for client meetings.
- He/she tends to work 40 hours a week and for six-days a week. Some companies have flexible working hours on the understanding that staff will work late when deadlines demand it. It may be possible for experienced media planners to work part time.
- Freelance opportunities are becoming more common.
- He/she reports directly to the data management, account planning, research or marketing and asset marketing managers to be consistent with the objectives set by the company.
Professional life
- Media planners responsible typically progress into a permanent position as a media planner within a year.
- By taking on more account management responsibilities, they can reach senior management posts within three to five years.
- The career path of this job could be data management, account planning, research or marketing.
- He/she often moves between media and advertising agencies.
- Salaries may be around (35000 S.P in Private sector) for those hired full time, and they may receive benefits packages.
Getting the job
- Bachelor degree in advertising, marketing, business management or media studies.
- High diploma of advertising, marketing, business management or media studies.
- Work experience with an agency or in related areas, such as marketing or market research could help.
- Some larger advertising agencies may offer structured graduate training programs.
- Media research organizations frequently run industry specific workshops that can assist planners to make best use of their data.
Skills
- Good researcher's skills.
- Aware of media trends and have a flair for business and commerce.
- Excellent negotiation with good interpersonal skills.
- Able to work alongside a range of people and as part of a team.
- He/she should be experienced presenters with good written and spoken communication skills.
- Able to work under pressure and meet deadlines.
- Creative ability and enthusiasm for media channels are qualities that impress employers.
- Recognizing good opportunities.
- Logical thinking.
- Analytical and comfortable interpreting data into meaningful research.
- Persuasive and diplomatic.
- Computer skills.
- Confident talking on the telephone and face-to-face with clients.
- Have a genuine interest in media and advertising.
- Understand what motivates people buy a product or service and the role of media channels.
- Maintain an awareness of industry developments and media trends.
Sources and references
- Arab standard Classification of Occupations 2008: http://www.acgq.qc.ca
- www.prospects.ac.uk