Media Planner

Media planners are part of the department of marketing or advertising of a business. They assist in promoting and coordinating messages across various platforms to promote new products or updates, modifications, or any other information that the company wants to share with the largest number of interested people.

Media planners must first understand the products or services that are associated with their business. The planner then evaluates the requirements of advertising campaigns or marketing launch. They provide suggestions for the best platforms for these types of programs. Media planners ensure uniformity of the campaign's message, and then collaborates in conjunction with independent contractors or creative teams to obtain the necessary media assets that will help support the campaign's objectives. The assets are then coordinated with the internet, targeted on radio, television, emails newspapers, magazines and other media according to the requirements.

Media planners also have a significant role to play in the management of crises within a business. In the event of a crisis the planner is responsible for any media inquiries, and can be a spokesperson or delegate the responsibility. The planner collaborates with the management in the company to decide on the appropriate message regarding the situation and ensure that the information they release is in line with the message, and coordinated across media outlets in a proactive way. Because of the necessity for this job to buy and contract for assets that are not part of the organization media planners are usually required to create an approved budget and is required to follow the budget. The purchases made by the planner must be in line with the company's branding and image, and could require approval from marketing management.

The planner should be organized and have excellent communication abilities, and be adept in using computers. People who want to work as media planners will likely require an undergraduate degree in communications or an equivalent field. In addition, many companies search for previous experiences in marketing, media asset management or another related field.

Within the context of the Media Planner, employees are expected to fulfill the following roles and responsibilities in order to make meaningful contributions towards organizational success.

• Collecting and analyzing data on consumer behavior, market trends, and competitor activity to develop insights that inform media planning decisions.
• Assisting in the development and presentation of media plans to clients or internal stakeholders, providing recommendations for optimizing targeting, messaging, and media mix.
• Managing campaign execution, timelines, and budgets across multiple channels, and ensuring all aspects of campaign delivery meet client KPIs.
• Analyzing and reporting on campaign performance, identifying key learnings and areas for improvement, and making recommendations for future campaigns.

Major educational qualifications required for Media Planner are:

• A bachelor's degree in marketing or a related area.
• A thorough understanding of tools for analytics and metrics for evaluation of campaigns.
• A sharp mind and an imaginative eye.
• Excellent presentation and communication skills.
• You must be able to be a part of a team.

Some Alternative job roles available for Mechanical Engineer are:

• Design Engineer: Develops and innovates product designs, utilizing engineering principles and advanced technology to enhance functionality and performance.
• Project Engineer: Oversees and manages multiple projects, ensuring successful execution and timely completion within budget and quality parameters.
• Quality Engineer: Implements and maintains quality standards, conducts inspections and tests to ensure products meet specifications and customer expectations.
• Production Engineer: Optimizes manufacturing processes, troubleshooting issues, and implementing enhancements to improve productivity and product quality.

The media planning role in India is projected to witness significant growth in the coming years due to the rising demand for media services. A 10-year analysis suggests that the job role will witness an increase of 9-10% every year, and by 2025, the industry is expected to cross INR 100 billion in value. The rise of digital media has also led to the surge in demand for media planners. As per a report by EY-FICCI, India's media and entertainment industry is expected to generate over four million job opportunities in the next five years, with a significant share being in the media planning role. Hence, the outlook for media planners in India is quite promising.