Media planners work within advertising agencies and buying agencies. They allow their clients to maximise the impact of their advertising campaigns through the use of different types of media. Media planners combine creative thinking with factual analysis which allows them to develop appropriate strategies to ensure that campaigns reach their target audience. They also apply their knowledge to their clients about media and communication platforms.
Media planners work with the press, television, radio and new media, in particular the internet, but they also use more unusual platforms e.g. the sides of buses and taxis.
Some of the typical work activities include
Preparation:
•Working with the client and the account team to understand the client's business objectives and advertising strategy.
•Liaising with the creative agency team, clients and consumers to develop media strategies and campaigns.
•Making decisions on the best form of media for specific clients and campaigns.
•Undertaking research and analysing data using specialist industry resources.
•Identifying target audiences and analysing their characteristics, behaviour and media habits.
•Presenting proposals, including cost schedules, to clients.
Implementation:
•Recommending the most appropriate types of media to use, as well as the most effective time spans and locations.
•Working with colleagues, other departments and media buyers either in-house or in a specialist agency.
•Making and maintaining good contacts with media owners, such as newspapers, magazines and websites.
•Managing client relationships to build respect and trust in your judgement.
•Proofreading advertisement content before release.
•Maintaining detailed records.
•Evaluating the effectiveness of campaigns in order to inform future campaigns
The job salary is usually £25,000 - £45,000 per year for this type of job.
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