Media planning

The process of selecting the best media to reach marketing and advertising strategy objectives in order to promote a client’s product or service. This process encompasses research on target audiences, frequency of advertisements, budgets and media platforms.

media plans
media management

knowledge

cross-sector

Media planning is an essential knowledge of the following occupations:

Advertising media buyer: Advertising media buyers purchase, on behalf of their clients, advertising space in the print, broadcast and online media. They analyse the effectiveness and appropriateness of the different channels depending on the good or service providing advice for the decision-making. They try to negotiate the best price, without compromising the quality of the advertisements. They support the development and implementation of marketing and advertising plans in the communications part through the most suited media outlet.
Advertising media planner: Advertising media planners advise on the best communication media platforms to convey ideas. They analyse advertising plans in order to assess the aim and objective of the marketing strategy. They assess the potential and response rate that different communication channels might have on the transmission of a message related to a product, company, or brand.

Media planning is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

Commercial sales representative: Commercial sales representatives represent a company in selling and providing information on goods and services to businesses and organisations.
Advertising assistant: Advertising assistants provide support in all the operations carried out in advertising departments or advertising agencies. They ensure that administrative activities are handle and sort out. They communicate with the staff of the advertisement department and with external clients. Moreover, they have understanding of the operations in advertising as to assist with the pragmatic implementation of plans and tasks carried out by managers and consultants and for being involved in creating content for use both on-line or in print.
Creative director: Creative directors manage the team that is responsible for the creation of advertisements and commercials. They oversee the whole creation process. Creative directors pitch the designs of their team to the client.
Advertising specialist: Advertising specialists provide advice to companies and organisations about the development of their advertising strategies and on advertising-related topics covering a more general strategic approach. They combine knowledge of marketing, budgets, and psychology with a creative mind to develop advertising campaigns. They propose alternatives to clients that promote their organisations, products, or projects.
Advertising sales agent: Advertising sales agents sell advertising space and media time to businesses and individuals. They make sales pitches to potential clients and follow up on after-sales.

References

1. Media planning – ESCO