| MEDIA BUYER MEDIA PLANNER MEDIA ANALYST |
MEDIA BUYER | |
| Job description |
Media buyers will purchase advertising space across a range of media or specialise in one particular area of the media – broadly, TV, radio, print, online and outdoor. Buyers negotiate space to secure the best price and quality for a particular ad. Buyers spend a great deal of time on the phone and the atmosphere can be compared to a commodity dealing room in the city; very intense and often heated. The majority of agencies will recruit graduates as buyers as, in the early stages of a media career, it is important to experience the whole process from planning the relevant media to negotiating the best price for that media. After initial training, some graduates may choose to continue in the buyer role, while others may specialise in either planning or buying for particular media, with options depending on the structure of the agency. At the beginning. buyers will usually work across all media, including digital and online media. The exception is TV buying which, due to its complexity and the dynamic nature of the marketplace, is often handled by a specialised unit within the media team. Generally the job involves: - negotiating with media owners - assessing options offered in relation to buying brief - keeping up-to-date with the market, eg. scheduling - maintaining relationships with media sales staff over campaign details - reporting to clients during and after the campaign. |
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| Typical employers | Advertising agencies and media independents. Agencies also create advertisements while independents handle planning and buying exclusively. The largest agencies tend to be London-based and can be enormous in terms of numbers of staff. | |
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| Qualifications and experience |
Relevant work experience, paid or unpaid, will greatly enhance your chances of selection. Some agencies run summer vacation schemes. Any degree subject is acceptable, however evidence of numeracy, data handling, accuracy and the ability to assimilate information quickly is more important. Buyers must be able to make decisions instantly and often under pressure; an aptitude for figures helps considerably, but so does ample common sense and an ability to establish good relationships with clients and media sales personnel. Media buyers have to build good relationships with clients quickly, so excellent communication and social skills are essential, as they have to attend clients social functions. Competition is fierce for trainee posts as there are only a small number of vacancies each year. Once in, good buyers are in demand, especially in the growing sector outside London. |
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| Salary |
Range of typical starting salaries: £12,000 - £15,000 Relatively low starting salary but there is a potential for high earnings, dependent on aptitude and experience. It may be possible to increase earnings by moving between agencies or moving into sales. Promotion depends on performance. From trainee to buyer takes one year on average. For progress to senior or management posts, moves to other agencies for promotion and increased salaries are common. |
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| Working hours and conditions | This is largely office based with negotiation
carried out by phone. There is a high reliance on computer technology and socialising
with client and media sales staff.
Work is often pressurised. Lunchtime or evening socialising with clients or sales staff is often required, but buyers' hours are generally more regular than those of other agency staff. |
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| When applying | You must be able to demonstrate a real interest in media in its own right. Read journals to gain knowledge of the industry. Make speculative applications and be persistent as few jobs are advertised. Jobs may occur at any time of year. Consider applying for other posts in the industry as a way in. | |
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| More information/ professional bodies |
The Advertising Association, www.adassoc.org.uk |
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| Within these4walls | these4walls Agency listings | |
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| MEDIA
BUYER MEDIA PLANNER MEDIA ANALYST |
MEDIA PLANNER | |
| Job description |
A media planner’s job is to work out how best to use budgets to achieve a client’s marketing objectives. Planners knowledge of advertising media and brands being advertised to assess the most appropriate vehicles for the advertising of that brand. This information is used to develop a plan with which to brief media buyers. As well as good analytical skills media planners need excellent communication skills, in order to liaise with others working on the campaign and to make effective presentations to clients. Day to day you will need find yourself: - translating the objectives of the client and of the advertising campaign into a plan of action - using media planning techniques to place advertisements where they will be seen by the target audience at the negotiated price - working with the account team to understand client business objectives and advertising strategy - liaising with the agency team, clients and consumers to develop media strategies - esearching and analysing data to translate ideas into a quantifiable task - preparing and presenting a media and cost schedule - recommending types of media to use, where and when. Media planners may work on four to six different accounts at a time and generally have longer-term involvement with a brand than buyers. This means they work closely with brand managers, becoming familiar with a product’s or brand’s qualities. |
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| Typical employers | Full service advertising agencies, media dependants and independent media agencies. | |
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| Qualifications and experience |
Most entrants are graduates but experience and personal qualities may compensate for lack of a degree. Evidence of numeracy and data handling is essential. Promotion is based on performance. From trainee to planner takes one year on average, progress to senior or management posts. Moves to other agencies for promotion and increased salaries are common. The ability to get on with people and demonstrate a capacity for innovative thought, plus a genuine enthusiasm for the media. People skills are also important as contact with clients is vital. Commercial flair, self-confidence and highly developed people skills are paramount, plus numeracy, common sense and a sense of humour. A genuine and proven understanding of, and enthusiasm for, the media is vital. |
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| Salary |
Range of typical starting salaries:
£14,000 - £16,000 Low starting salaries with potential for very high earnings dependent on sustained good performance. Those anxious to maximise earnings may choose to move agencies more frequently. |
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| Working hours and conditions | Work is pressurised with deadlines to meet and long hours and weekend work are occupational hazards. Agencies are often informal, but smart dress and socialising are required. | |
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| When applying | You must demonstrate a real interest in the media in its own right, as well as some understanding of changing consumer tastes and needs. Keep up to date with as many of the relevant trade journals as you can get hold of. Make numerous speculative applications and be persistent as few jobs are advertised. | |
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| More information/ professional bodies | The Advertising Association,
www.adassoc.org.uk The Institute of Practitioners in Advertising, www.ipa.co.uk The CAM Foundation, www.camfoundation.com Media Week, www.mediaweek.co.uk |
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| Within these4walls | these4walls Agency listings | |
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| MEDIA
BUYER MEDIA PLANNER MEDIA ANALYST |
MEDIA ANALYST | |
| Job description |
Quantitative media research is carried out by media analysts and is a discipline in its own right. Clients are demanding greater accountability, so most agencies have made significant investments into their own media research projects. Some agencies have media research specialists within the media department, while other agency networks have set up their own independent research units who work both with their parent agencies and independently with clients. Media research is used to answer questions like what is the ideal level of exposure necessary for people to remember a campaign, how effective are the different media mixes, what kind of relationship do people have with different media, and how does this relationship affect their perception of the advertising in it. Media research has become a key component in the development of media departments, so good media researchers need to be able to think beyond the numbers and provide insightful, actionable results. They also need to be able to communicate these to the media department and to clients without resorting to endless figures and jargon. Graduates in statistics, maths, or other numerate subjects are particularly suited to the role. |
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| Typical employers | 90% of the agencies are in London, the remainder are in major cities such as Manchester. | |
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| Qualifications and experience |
Most entrants are graduates but experience and personal qualities may compensate for lack of a degree. Evidence of numeracy and data handling is essential. Relevant work experience, paid or unpaid, will greatly improve your chances. Competition is fierce for trainee posts as there are only a small number of vacancies each year. Commercial flair, self-confidence and highly developed people skills are paramount, plus numeracy, common sense and a sense of humour. A genuine and proven understanding of, and enthusiasm for, the media is vital. |
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| Salary |
Range of typical starting salaries:
£14,000 - £16,000 Low starting salaries with potential for very high earnings dependent on sustained good performance. Those anxious to maximise earnings may choose to move agencies more frequently. |
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| Working hours and conditions | Work is pressurised with deadlines to meet and long hours and weekend work are occupational hazards. Agencies are often informal, but smart dress and socialising are required. | |
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| When applying |
You must demonstrate a real interest in the media in its own right, as well as some understanding of changing consumer tastes and needs. Keep up to date with as many of the relevant trade journals as you can get hold of. Make numerous speculative applications and be persistent as few jobs are advertised. |
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| More information/ professional bodies | The Advertising Association,
www.adassoc.org.uk The Institute of Practitioners in Advertising, www.ipa.co.uk The CAM Foundation, www.camfoundation.com Media Week, www.mediaweek.co.uk |
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| Within these4walls | these4walls Agency listings | |
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