Working in Advertising

advertising jobs

Advertising Media Planner

Advertising media planners work out how they can deliver an advertising message to the largest number of targeted people in the most cost-effective way.

First, they need to know what the product is, who it is being aimed at and how much money is available to buy advertising space or time with. They prepare a plan stating which mix of media should be used (for example, newspapers, magazines, posters, television, radio, the internet and other digital media).

They decide when advertisements should appear and how much this will cost. They base their decision on their in-depth knowledge of circulation figures, audience ratings and current trends.

Advertising Media Buyer

Media buyers are employed by advertising agencies to buy advertising space in media such as newspapers, magazines, websites or outdoor posters, and advertising time on television and radio. In large agencies, buyers can specialise in an area such as television or digital media.

The media buyer receives a brief from the planner. This gives an outline of the type, or mix, of media to be used, for example TV or local newspapers. It also sets the budget available and the number and type of readers or viewers the client hopes to reach.

The media buyer then negotiates the best deal for the client, using knowledge of any special discounts available. Buyers must make sure that they keep within the budget and maintain careful records of all deals they make.

Advertising Media Salesperson

Advertising media salespeople work for national, regional and local newspapers, magazines, online publishers, outdoor poster companies and radio and television companies. They sell advertising space and airtime.

Jobs range from selling classified advertisements (ads) in free newspapers to more prestigious and better-paid work selling display ads in the national media.

Salespeople canvass for new customers, keep in touch with previous clients and negotiate the terms of contracts. They have to persuade advertisers that their particular medium reaches the target audience and is good value for money.

They work out what the advertiser will pay for the ad; this could be based on its size or length and where it will appear in the newspaper, magazine or website, where posters will be sited and for how long, or what time it will be on the television or radio.