As a media planner, it would be your job to make sure that advertising campaigns are seen by as many people as possible. You would decide the best ways of reaching your target audience. You would use media like television, radio, press advertising, posters and the internet.
To become a media planner you will need good spoken and written communication skills. You’ll need to be good at presenting. Good ‘people’ skills are also important. Usually, employers will be mainly interested in your personal qualities rather than your formal qualifications.
- meeting with the client and an account executive to understand the client’s advertising needs
- researching the target audience’s TV viewing and reading habits, and lifestyles
- using media monitoring organisations such as the Radio Joint Audio Research (RAJAR) and Broadcasters' Audience Research Board (BARB)
- planning the best times and places to show advertisements
- presenting plans and costings to clients
- working closely with creative teams, researchers and other members of the advertising team
- working with a media buyer to cost and book advertising space
- building relationships with the media.
- good spoken and written communication skills
- strong presentation and negotiation skills
- confidence, tact and persuasiveness
- the ability to analyse and interpret statistics
- good computer skills
- good 'people skills', to work well as part of a team and with a range of clients
- the ability to work under pressure and to deadlines
- a professional manner
- an understanding of business and the media.
Average salary (2014):
United Kingdom: Starting salaries can be between £18,000 and £22,000 a year. With experience this can rise to £25,000 to £45,000. Senior planners can earn £60,000 or more.
Qualifications and training required:
Usually, employers will be mainly interested in your personal qualities, such as creativity, quick thinking and business sense, rather than your formal qualifications. Advertising is a very competitive industry to enter, and you may have an advantage if you have a BTEC HND or degree in one of the following subjects:
- statistics or operational research
- communication and media studies
- business or management
In smaller advertising agencies you could start in a more junior position, such as administrator, and work your way up as your experience of the industry develops. Whatever your background, you will need to show agencies that you are genuinely interested in media in all its forms.