Job description• Media planners work within advertising agencies or media planning and buying agencies.• They enable their clients to maximise the impact of their advertising budgets through the use of a range of media.• Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible.• They apply knowledge of media and communication platforms to identify the most appropriate medium for building awareness of a clients brand.
Job description• Media planners work with the marketing departments of press, television, radio and new media, in particular the internet, as well as outdoor platforms, for example, promotion on the sides of buses, bus stops, hoardings, gantries and taxis.• Some agencies may combine the role of planner with the role of media buyer.
Typical work activities• Media planners usually work on several projects at the same time, often for a number of different clients. Work activities generally fall into two main areas, with levels of client contact increasing with seniority:1. Preparation2. Implementation
Typical work activitiesPreparation:• Working with the client and the account team to understand the clients 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 analyzing data.• Identifying target audiences and analysing their characteristics, behaviour and media habits.• Presenting proposals, including cost schedules to clients.
Typical work activitiesImplementation:• 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 judgment.• Proofreading advertisement content before release.• Maintaining detailed records.• Evaluating the effectiveness of campaigns in order to inform future campaigns.
Typical work activities – Media buyer• obtaining the best advertising rates that fit with the agreed media strategy• presenting alternative options to the media planner and client• 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.
Work scope• Media planners/buyers tend to work 40 hours a week, although deadlines can mean longer hours.• Entry is highly competitive. Most opportunities are in Karachi, but there are also advertising agencies in larger cities throughout Pakistan. Work experience with an agency or in related areas, such as marketing or market research, could help.• Trainees typically progress into a permanent position as a media planner/buyer within a year. By taking on more account management responsibilities, they can reach senior management posts within three to five years.• Some may broaden their role, moving into data management, account planning, research or marketing.