Jobs in the advertising industry fell during the 2008-2010 recession, but now they seem to be growing. When we look at the advertising vacancies of the future, we think that the media will dominate the growth of employment. Available vacancies include media planning, buying and selling traditional and new media. Integrated communication is important.
As for vacancies, media professionals have three main functions for connecting advertising messages to target markets: media planning, buying and selling. To prepare for advertising, applicants need to develop an understanding of media planning, media banking and media sales of traditional and digital media. (The future is for integrated marketing and media.)
- Media planning
Media planning is the process of developing an effective media strategy and action plan using both traditional and digital media.
The planning process begins with an analysis of the marketing situation. Marketing priorities then set out media goals that specify exactly what the media plan should achieve, such as identifying and prioritizing the target groups that the media plan should achieve.
Third, strategies are formulated to best achieve media goals. Finally, a detailed tactical plan is drawn up on the basis of media strategies.
Media strategy and action plan include the right media classes, the right media tools, the right geographic markets, the right time, the right budget, the right number of ad impressions in the right media context, etc.
The end result of the process is a media plan, often referred to as a tactical plan. The media plan details the recommendations and justifications for all media events and issues. For example, a plan might suggest using logs as the primary medium for certain ads. The recommendation will include how much money should be spent on magazines compared to other media, for which months or weeks to plan advertising and, of course, which magazines are the most profitable and best meet the criteria for selecting advertising.
Of course, media plans should also include other proposed media/marketing activities, such as which geographic areas of the market should receive additional media costs, how often to show ads to the consumer and how to plan ads during the year or calendar. Period.
A media planner is the one who develops or directs the development of media plans through a thorough media planning process. A media planner can occupy any level of the organization; responsibility, not title, determines the work.
Now imagine you’re a media planner. You have $3 million to sell your product to beer lovers. Analyzing alternative media to reach this audience offers these three possible strategies.
- If you bought a 30-minute beer at the Super Bowl for $3 million, you would simultaneously reach nearly 33% of the men who drink beer.
- If you buy commercials at 3:30 p.m. in prime-time tv shows for men, you’ll be able to cover 65% of men drinking beer more than once, and 35% at least twice.
- If you spent half of your budget on media advertising on male websites and the other half on men’s magazines, you could cover 63% of men on average twice, but in different media contexts.
In: Which option would you choose? What for?
- Buying media
Mediabing is the second type of work available in advertising and advertising media. People who buy media are simply called media buyers.
Once the media plan is approved by the customer, the media included in the plan must be purchased from media vendors. Buying is the process of determining preferred media and then negotiating with the media to achieve a satisfactory price and other important conditions. The transaction is called the purchase of the media, and the person who made the transaction with the seller is called the buyer of the media.
Price, additional units of time or space, advertising or advertising in the media, improved recording and more efficient media, as well as additional features such as display panels (broadcast), are usually included in the list of exchange items. turnkey promotions, merchandising support, sales and customer interaction programs and more.
For example, you are a marketer with a limited budget and instructions on buying a certain media ad on the home page of a large search engine. You’ll find that the budget is enough to buy ads on the AOL or Yahoo homepage, but not on both together. Thus, you ask each of the sellers to submit an offer and negotiate with both of them until someone offers you the desired name at an acceptable price. After negotiating with sellers, you can choose the seller with the lowest price or the best additional attractions. When you completed the transaction, you made a purchase in the media!
- Media sales
Selling or selling media is the third category of vacancies in advertising media. In all media there are sellers working locally for local enterprises or selling nationally to national advertisers and advertising agencies. In addition, opportunities exist in media companies that often represent media companies in the country’s major markets. For example, a television station in Hoboken may hire representative agencies for sales in New York, Chicago, Los Angeles, San Francisco and Detroit – or anywhere else.