The advertising media department is responsible for putting the advertising where the client will get the most bang for their buck. This means an ad is placed where the most potential customers will see the ad and will cost the client the least amount of money.
Positions available in the advertising agency media department are as follows.
The assistant planner is an entry level position mainly doing the research on which medium of advertising would best suit the client. They must research the potential audience so they can reach them through the advertising campaign. Assistant planners must have excellent researching skills, computer skill and should not be afraid of math.
The assistant buyer is an entry level position also as with the assistant planning position the assistant buyers do a fair amount of number crunching. This is a good time to familiarize yourself with the buying process and the different mediums of advertising. In order to move up the ladder to the buyers’ position you must first fine tune your negotiating skills.
In some cases the advertising agency has a advertising media research department they use as the support group for the planners and buyers. They are responsible for collecting and organizing the data for the different mediums, they collect such data as demographics, circulation, and audience composition. They then compile all the data and use it to educated and support the buyers and planners of the agency.
The media planner is responsible for making the strategic decisions on which medium to use. They are a part of the overall ad campaign so they know which objectives need to be met and under what criteria. Once this plan is understood the media planner must then put together a media plan. The media plan is used during the buying process. The media plan is then handed over to the media buyer. The media planner position requires a degree and previous experience as an assistant planner.
The media buyer reviews the plan, and begins purchasing the desired space or time. As with the media planner position you need experience and a degree. The media buyer must be able to act fast and make quick decisions. For the space may be bought by another buyer. They are responsible for making sure the creative needs are met at the best possible price.
