Media planner
Other denominations
Media Planner
Description
Traditionally, when an advertising agency bought spaces and slots from the mass media for an advertising client, the media planner's mission was to define the distribution of the budget assigned to the brief, in line with the approved strategy. Although they have become more specialised, these functions are currently basically the same, except that they are rarely performed in-house at an advertising agency. The buying and management of advertising media has passed into the hands of media brokers, previously buying brokers, which are increasingly known as media agencies. The ultimate aim of their role is to distribute the budget set out in the brief in different advertising spaces in which to insert the creative material produced for an advertising campaign, in line with the guidelines laid out in the media strategy. It involves being familiar with and analysing the alternatives offered by the different media and formats in order to achieve the best conditions for the campaign, organising, setting schedules and overseeing the release of the selected pieces.
Tasks
- Analysis of the briefing and variables that will be of influence when establishing a project.
- Selection of media, support and advertising formats, in accordance with the strategy of established media.
- Management and control of the budget assigned to media: planning, execution and control of the media planning that best complements objectives set by the media strategy.
- Monitoring of the advertising activity of the competition.
