Media planners are responsible to picking the proper platforms of media advertisement.
With adequate understanding to an individual client’s needs, media planners develop strategic campaigns through a variety of media platforms. This may include applying interactive, traditional or multicultural platforms depending on the client. Media planners work directly with marketing departments, media buyers and advertising agencies to establish creative and effective media campaigns for individual clients.
Function
Media planners create plans for advertising. They choose the most suitable media in placing advertisements for their clients. In this position, media planners acquire media time and space to advertise client products and services. They buy media space and time and then sell advertising to individual companies or advertising agencies. The planner must observe and comprehend market trends to gain insight to what motivates target customers. Media planners are geared toward maintaining the latest trends for existing and potential customers.
Education
A media planner possesses a bachelor’s degree in advertising, marketing or public relations. A background in statistics lends to work experience of media planners.
Working Environment
Most media planners work in the advertising and public relations sector. Some planners are self-employed. Professionals in this position are subject to working late hours, weekends and performing work duties while traveling.
Skills
Employees in this field must have excellent communication skills to effectively explain ideas to clients and media planning team. They are creative thinkers and quick on their feet, providing resourceful solutions to client problems and issues. Being skilled in a second language is an added skill advantage for media planners.
Salary
As of November 2009, media planners earn an average annual salary of $48,440, according to Salary.com. Individuals in the 25th percentile earn about $42,766 yearly and those in the 75th percentile earn about $56,111 yearly. Salary is based years of experience, employee credentials and size of employer.
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