Advertising Media Buyer

What is the work like?

As a media buyer (or media executive), you would be responsible for buying advertising space and time in newspapers, magazines and posters and on TV, radio and cinema. Your aim would be for the adverts to reach as much of the target audience as possible, at the lowest cost to the client.

Your key tasks would include:

• working closely with media planners
• identifying the target audience and deciding how best to advertise to them
• keeping up with industry research into people's TV viewing and reading habits and lifestyles
• building relationships with clients and media sales companies
• negotiating with media sales people for the most suitable advertising spots at the best rates
• preparing costings for clients
• managing budgets and keeping the client informed about spending throughout the campaign
• monitoring audience figures
• analysing sales data, to judge the campaign’s effectiveness.

You would usually work on several accounts at the same time. In smaller agencies, your job might be combined with media planning.

What qualifications and experience will employers look for?

You do not need particular qualifications to become a media buyer. However, advertising is a very competitive industry and many employers will expect you to be qualified to BTEC HND or degree level.

You may have an advantage with a degree or HND in one of the following subjects:

• advertising
• marketing and communications
• business or management
• statistics or operational research
• media studies.

Check with colleges and universities about course entry requirements.

Your sales skills are important, so you would find it useful to have previous work experience in sales or marketing.

It is a good idea to try to get work placements in advertising agencies, as a way of getting relevant experience and making contacts in the industry. The Institute of Practitioners in Advertising (IPA) website includes a list of member agencies offering work experience, and IPA also runs a Graduate Recruitment Agency.

What further training and development can I do?

You will develop your skills on the job, possibly through an agency's structured graduate training scheme.

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 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.

You should keep up to date with advertising industry news and developments throughout your career. The IPA offers a range of short courses and seminars to staff working in its member agencies.

Where can I go for more information?

44 Belgrave Square
London
SW1X 8QS
Tel: 020 7235 7020

Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120

11 Southwark Street
London
SE1 1RQ
Helpline: 0800 093 0444

7th Floor North
Artillery House
11-19 Artillery Row
London
SW1P 1RT
Tel: 020 7340 1100

If you would like to discuss your career options with a learning adviser at Careers Advice, call 0800 100 900 or use our online enquiry form

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