Chapter 7
The job description and responsibilities of a.... o media planner o media buyer o media researcher
Media planner - A media planner supervises all areas of the ad campaign relating to media, and are also marketing specialists. They anticipate trends, keeping agency management and clients informed. They are a pivotal position in advertising, being very powerful and making a lot of money. Media buyer - A media buyer executes the overall media plan, buying space, securing time, and doing all the paperwork to get an ad where it needs to run. They select and negotiate specific media placements, with key relationships with media sales reps. Media buyers monitor the ad's placement when it is out, and making sure it runs on time and keeping track of problems with airing or production. Media researcher - A media researcher coordinates both primary and secondary research data. They provide media planner's with the necessary information. They find out the new trends and how to maximize them to meet advertising objectives through the web, on the street, and in social networks. Media researchers also estimate the likely audience in terms of demographics and numbers of a publication or broadcast outlet. They fit advertising objectives with viewership numbers and the largest demographic audience.
Characteristics and examples of... o Reach o Frequency o Continuity o Flighting
Reach - Frequency - Continuity - Flighting -
Chapter 7 Sample Questions:
• Buying the space, securing the time, and doing lots of paperwork are all duties of what position? a) Media researcher b) Media planner c) Media buyer d) Media coordinator e) None of the above • Assuming you're the media planner, which of the following would be part of the creative predispositions you'd consider: a) Senior citizens want to buy bigger homes for less money b) You're a cell phone company that seeks to attract people via newspaper ads c) Teens are into radio in a different way than they're into print d) You have lots of copy so radio is our medium e) Complementary colors and harmonics
