Media Planner
Media planner, also known as brand strategists or brand planners, is a job title in media planning and buying agency or an advertising agency. They are responsible for selecting media for advertisement placement on behalf of their clients.
They work with the radio, televisions, press and new media, in particular the Internet. They also do brand promotions on the sides of taxis and buses (using advertisement template).
The job of media planning entails many areas of expertise, which media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives.
It is a four-step process –
- Setting media objectives in light of advertising and marketing objectives.
- Developing a proper media strategy and plan for implementing advertising and marketing objectives.
- Designing media tactics for realizing media strategy.
- Suggesting procedures for assessing the effectiveness of the media plan.
Work Activities of Media Planner
Typical work activities of media planner involves -
- Identifying target audiences and analyzing their media habits, behavior and characteristics.
- Reading market trends and understanding motivations of consumers.
- Working with the client to understand advertising strategies and business strategies.
- Presenting proposals with cost and media schedules to clients.
- Applying knowledge of media and communication platforms to identify the most suitable path for building awareness of a client’s brand.
- Thinking creatively about ways to represent particular clients.
- Analyzing and researching data to translate ideas into a quantifiable task.
- Developing evaluation techniques for campaigns.
- Managing client relationships to ensure trust and respect in your judgment.
- Proofreading advertisement content and text prior to release.
- Maintaining detailed records.