The Media Planner working in an agency operates in the planning section of the media department. He or she is responsible for recommending the portions of the advertising budget that should be spent on selected media. The individual determines if the client’s advertising budget will be spent on television commercials, radio time, newspaper ads, magazine ads, outdoor billboards, Web sites, or a combination of media.
While this seems easy, the decision cannot be haphazard. It must be based on continuous research and careful planning. The individual must also determine the best, most cost effective areas within the specific media selection in which to place the advertising. If, for example, the Media Planner decides to use television time, he or she must evaluate whether to use national, local, regional, or cable television. Once that decision is made, the Media Planner will have to ascertain what type of programming will be most effective for the product. Other decisions might include choosing the best times during the day, week, and year to advertise a particular product. If the Media Planner recommends buying space in magazines, he or she must find the right type of publication and then decide which of the publications in that genre are potentially most effective. He or she must also decide on ad placement. This might include whether the ad should go on the inside front cover, inside back cover, outside back cover, or in the run of the publication.
Throughout the entire planning process the Media Planner must keep cost effectiveness in mind. However, cost is of little value if the Media Planner recommends ad placement in ineffective media. The individual must constantly seek the right target audience and then find the cost of reaching that audience. His or her main function is to determine the least expensive advertising that will produce the best results. This can lead to stress on the job. It is often difficult to judge exactly which is the best choice in media planning.
In order to help with the choices, Media Planners work closely with the research department of the agency as well as working with outside research companies. Through this research process, the individual can find what age groups would purchase a certain product; what type of media (television, radio, magazines, newspaper, billboards, etc.) potential buyers read, pay attention to, and respond to; and specifics on people who have purchased similar products in the past. This information is important in helping the Media Planner choose the best advertising media.
The individual in this position should have a good understanding of research. He or she may be responsible for recommending to clients where to test-market products. The individual also has to recommend which regional advertising media should be used for the test.
In certain agencies the Media Planner also has the function of developing the ultimate media objectives. He or she may have to determine exactly what the client will end up with if he or she utilizes certain advertising strategies. The planner may recommend media to the client and then give the information to a media buyer to negotiate. In other agencies, the planner may also function as the buyer and negotiate personally for the best prices of ads and placement of commercials. The planner may also be responsible for keeping to the budget that has been set up for the client. The Media Planner could also be responsible for analyzing the results of specific advertising campaigns and reporting this to the department head, the account executive, or the client.
Media Planners can specialize in various kinds of media. The individual may be a broadcast Media Planner or may specialize in magazine, newspaper, or outdoor advertising. In smaller agencies, however, Media Planners are less likely to specialize and will have to become experts in recommending advertising in all media fields. Depending on the organization of the media department, Media Planners are responsible to the media director, media supervisor, or media group head.
Salaries for Media Planners depend on the experience of the individual, his or her responsibilities, and the size, location, and prestige of the agency he or she works with. Those with limited experience can earn between $25,000 and $30,000 annually. Media Planners with more experience have salaries that range from $28,000 to $65,000 or more. Those working in agencies have their earnings augmented with fringe benefit packages.
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