Trade guide
Media planner
The business
What is a media planner?
Its role
The media planner is responsible for designing his client’scommunication plans in order to maximise return on investment. The Media Planner’s job is to ensure that the networks of advertisers, communications agencies and media agencies are well coordinated in the same market reality. This profession emerged with the arrival of communications agencies and digital media. But what is a Media Planner?
Its field of action
The media planner is a communications specialist. They are responsible for planning the distribution of a brand’s advertising campaign. They analyse the various communication media and ensure that the advertising budget is allocated to the most effective media for reaching the target audience. They design media plans to achieve the objectives in terms of target and results.
The functions
What are the tasks of a media planner?
The tasks of a media planner are numerous.
Drawing up a media plan, which defines the various stages of the communication strategy
Market analysis
Competitive analysis
Designing the media plan
Finding the best media partner for your brand
Ensuring that everyone’s objectives are met
Define a company’s communication strategy, taking into account its vocation, its market and the objectives the brand wishes to achieve
Determine the different communication channels that the company wishes to use to communicate with its customers
Find ways to measure the performance of the different channels and adapt the communication strategy to each channel
Qualifications
The qualities and skills needed to be a good media planner
Marketing tool
Today, social media have become an essential marketing tool. To make the most of these platforms, it’s important to know how to stand out from the crowd. To do this, you need to have developed your professional skills. To excel in their field, competent media planners need to be highly versatile.
Marketing campaigns
A good media planner must seek to create effective marketing campaigns using the smallest possible amount of resources. They must be able to meet the requirements of both the client and the product. They must also be able to master and use all the tools of the trade, in order to achieve optimum results.
Activity Manager
They must also be excellent at managing activities and be able to handle several dossiers at once. In other words, the media planner must be a good manager. Media planning requires creativity and analytical skills.
The benefits
What are the advantages of being a media planner?
The media planner’s job is very attractive because of its artistic side, since it involves creating posters, video clips and other communication media. You also have to carry out market research prior to designing the client’s media plan.
The Media Planner identifies and analyses advertisers’ needs. They define marketing strategies based on the objectives set. A career as a media planner offers many advantages. It allows you to work in the field of advertising, using complex technological tools and applications. This profession also offers attractive remuneration .
Remuneration
Media planner: salary and career development
The job of media planner has evolved considerably over the last few decades. It has become the digital profession that has seen the most evolution and through which the majority of advertising traffic is channelled. New technologies have made it possible to set up new communication channels such as social networks and blogs.
The median salary for an entry-level media planner is €35,000 a year. The median salaries for those with 5 and 10 years’ seniority are 53,000 and 61,000 euros a year respectively. The median annual progression for beginners is around 1.5%.
Up to
35 000€
Salary per year
Training courses
How do you become a media planner?
Our training courses
It is important for media planners to be well trained, as they have a very important role to play in the construction and development of media communication plans, which are essential documents for any company.
Studying to become a media planner is a prerequisite for success in the business world. It’s not enough to have a good idea and a good strategy. Literary studies open many doors, as does a knowledge of computers and new technologies.
The job of media planner is accessible via a diploma course, either initial or continuing.
At INSEEC, we offer several courses that can prepare you for this profession:
INSEEC encourages all its students to opt for a sandwich course for their studies. Internships, professional contracts, civic service, business start-ups, apprenticeship contracts: all these types of contract allow students to validate their period in a company and boost their CV and employability. The school has a dedicated coaching service that supports students in their search for a company.
If you’re interested in becoming a media planner, our advisers are always on hand to guide you in your search for training.
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