An Advertising Media Planner manages the purchase and control of blocks of media time and space. Their goal is to minimize media cost and maximize media effectiveness. They do this by applying statistical models to audience, circulation, and cost figures. They then recommend and distribute this space to clients. It is also important for the media planner to negotiate billing terms that favor both the client and the agency by discussing large, repeat, and guaranteed space purchases.
A media planner is crucial to campaign success. Media planners should be strategic, good negotiators and math-minded. They also need to be creative and able to anticipate a change in trends to help client’s better communicate with and sell to consumers. This takes a good deal of research and an understanding of how consumers use media. Because of the constant changes that take place in advertising, a media planner needs to be open-minded and ready to learn and adapt.
To become an Advertising Media Planner it would be important to have a two or four year degree in advertising and public relations or a major in journalism and/or mass communications. Those with experience in related fields will have a better chance at gaining the jobs they pursue. Having a strong portfolio and good communication skills would also be beneficial. Advertising is a strong and growing business, and there are many jobs needing to be filled and many entry level positions available. Many advertising agencies and firms will have training to help accelerate advancement in this career. There are also many courses available at local colleges and universities and even online that can help individuals gain specific skills needed for advancement as a media planner or for a change in position within the advertising realm.
While a college degree in advertising can better prepare individuals for the creative and visual aspects of selling and presenting a product and service, there are some personality traits that lend themselves to a successful career in advertising. Media planners should be adaptable with strong skills in negotiation and communication. Being motivated and competitive are important traits for this field but should never get in the way of establishing and maintaining great personal relationships with the advertising team and the client for which that team represents. Those pursuing a career in advertising should also be adaptable, decisive, and able to handle stress. The salary range for Media Planners is from $36,000 to $46,000.
