Media Planners and Buyers Unite!

Media planning used to be a job managed by various other titles in media and advertising agencies. Over the years, however, advertising and media use has become more complicated and media planning has become a specialist position in its own right.visit my online for more detail. Media buyers in small agencies may be expected to manage everything from rate cards and advertising contract negotiations to selecting media formats and providing important market information. Larger agencies, on the other hand, are able to use media planners to find the best media platforms for businesses to achieve their advertising and media objectives, as well as keep up-to-date with market trends and developments.

In this new separation of tasks, media buyers can be distinguished from media planners by their reliance on pricing information (rate cards) and contractual terms, while planners are in the business of developing media strategies that exploit suitable formats. There is some overlap in that both need information on target audiences to get the maximum exposure for their clients.

According to, media plans are comprised of three components:

• Defining the marketing problem.

• Translating the marketing requirements into realistic media objectives.

• Developing suitable media strategies.

A (very) comprehensive article on says that media planning is comprised of four components:

• Setting media objectives that support and are in line with marketing and advertising objectives.

• Developing a media strategy to meet those objectives.

• Creating a step-by-step process to implement the strategy.

• Develop evaluation methods to determine the effectiveness of the plan.

Media buyers are concerned primarily with advertising costs. They look at things like rate cards to determine how to get the most affordable deals for their clients based on the structure provided by planners.

The most effective advertising solutions are determined when media buyers and planners work together to develop strategies that take into account location, timing and media formats and balance them with costs and budgets. Together they can weigh the efficacy of different media formats, devise strategies that include an appropriate mix of said formats and determine how best to allocate the budget. For example, it may be best for a relatively small business to spend 50% of its advertising budget on local newspapers, 20% on local radio, 15% online and the other 15% on direct marketing.

Larger companies, especially those that are national, may do better to spend 40% of their budget on TV, 20% online, 15% on radio, 15% on print and 10% on direct marketing.

Basing advertising decisions purely on demographics and rate cards is a thing of the past. Now developing and implementing well thought out advertising and media campaigns is almost a science (albeit a not entirely accurate one) with more variables and factors to consider than one would think.

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