Advertising Media Planner
What is the work like?
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 using media like television and radio, press adverts, posters and the internet.
Your job could include:
- working 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 and Broadcasters Audience Research Board
- 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.
You would normally work on several accounts at the same time. In smaller agencies, your job may be combined with media buying.
What qualifications and experience will employers look for?
You do not need particular qualifications to become a media planner. However, advertising is a very competitive industry and many employers will expect you to be qualified to BTEC HND or degree level.
Any degree or HND subject is acceptable, but you may have an advantage with one of the following:
- advertising
- marketing
- statistics or operational research
- communication and media studies
- business or management
- psychology.
You can use the Universities and Colleges Admissions Service (UCAS) website to search for degree and HND courses. Check course entry requirements with colleges and universities.
Whatever your background, you will need to show agencies that you are genuinely interested in the media.
It is a good idea to try to find work experience in an advertising agency before looking for your first job. Contact agencies directly to ask about work placements, or see the Institute of Practitioners in Advertising (IPA) website for a list of member agencies offering work experience.
Any previous work experience in the media, marketing, communications or sales would also be useful.
What further training and development can I do?
You will usually start as a junior media planner and develop your skills on the job, perhaps as part of an agency's structured graduate training scheme. Your training would typically cover marketing techniques, interpreting audience research, report writing and communication skills.
You may also be able to work towards qualifications from the professional associations, such as:
- IPA Foundation Certificate, an online course for junior staff with at least six months’ experience in any area of advertising
- IPA Excellence Diploma, for middle managers with at least three to five years’ experience
- Communication Advertising and Marketing Education Foundation (CAM) Diploma in Marketing Communications – for this you will need a degree or equivalent, or at least two years’ relevant work experience.
The Media Research Group (MRG) offers a two-day course in communications planning, which you may find useful if you have around 18 months’ advertising experience but are new to media planning.
You can also take short courses to help keep your knowledge and skills up to date throughout your career. See the IPA and the Account Planning Group websites for details.
Where can I go for more information?
44 Belgrave SquareLondon
SW1X 8QS
Tel: 020 7235 7020
London
SE1 1RQ
Helpline: 0800 093 0444
London
N10 1NU
Tel: 020 8444 3692
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120
Artillery House
11-19 Artillery Row
London
SW1P 1RT
Tel: 020 7340 1100
Alternatively, you can visit our website at: www.direct.gov.uk/careersadvice
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What salary and other benefits can I expect?
- 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.
Figures are intended as a guideline only.
What are the hours and working conditions?
Your basic working hours would be between 9am and 6pm, Monday to Friday, although you may have to work longer if you had deadlines to meet.
You would be office-based, but may travel to meet clients and media owners.
What skills and knowledge will I need?
- 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.
What opportunities are there?
Advertising is a very popular career among graduates, and competition for jobs is strong.
Vacancies are advertised in the national press, trade publications, the IPA website and specialist recruitment agencies. However, not all jobs are advertised, so you could also approach agencies directly, or find work through making contacts in the industry.
As an established media planner, you could move into account management. Freelance planning work is also possible. With experience and a good track record you could become a senior planner or manager.
You may find the following links useful for job vacancies and further reading (links open new window):
Brand Republic
Campaign
Marketing Week
The Guardian
We do not accept responsibility for the content of external sites.
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