Role of a Media Planner

1. Media Planner
Responsibilities Description

2. 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 client's brand.

3. 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.

4. 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. Preparation
2. Implementation

5. Typical work activities
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 analyzing data.
• Identifying target audiences and analysing their
characteristics, behaviour and media habits.
• Presenting proposals, including cost schedules to clients.

6. Typical work activities
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
judgment.
• Proofreading advertisement content before release.
• Maintaining detailed records.
• Evaluating the effectiveness of campaigns in order to inform future
campaigns.

7. 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.

8. 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.

9. ENDS