A media buyer or media planner is on the frontline of an advertising industry and acts as a representative of his or her advertising agency or in-house department. People in advertising jobs involving media buying or planning need to be high performers and need to have flexibility and multi-tasking abilities to handle the workloads associated with their positions. Usually the advertising job of a media buyer is set in a fast-paced environment that may require meeting clients, generating plans, implementing strategies, or executing purchases on short notice.

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	Entry-level employees in this profession are college graduates with degrees in marketing, advertising, liberal arts, or business administration.

Responsibilities of a Media Buyer

In their advertising jobs, media buyers and media planners must be highly accountable, as the constant flux in the media-handling department demands a high level of emotional maturity from employees. Common responsibilities of a media buyer or media planner include:

• establishing and maintaining strong working relationships with media-channel sales representatives, affiliates, and vendors



• creating media plans by analyzing performance data and providing rationale



• evaluating the appropriateness of media plans



• managing media channels to build successful campaigns



• negotiating with media to secure advantages, favorable rates, and favorable time slots



• supervising and adjusting media buys based on performance



• brokering purchased media time to third parties or clients



• preparing media-plan estimates for approval by clients



• keeping track of media budgets and breakdown of expenses



• completing offer sheets, purchase orders, booking, and media-traffic instruction sheets



• securing media-purchases related legal compliance, including the securing of affidavits and resolution of discrepancies



• acting as a liaison to the creative department that produces copy and advertising materials

A Media Buyer/Planner's Skills

The media buyer is usually responsible for the preparation and distribution of most documentation related to the process of media purchases. Common skills include:

• computer literacy and familiarity with publishing software



• understanding of the role of media in advertising



• good organizational skills



• follow through skills



• eye for details



• good interpersonal skills



• excellent negotiating skills



• powerful analytical skills



• ability to estimate and appreciate creativity



• ability to work under pressure



• multitasking abilities



• specialized knowledge of media costs



• knowledge of target markets' psychologies

Entry Level Qualifications of a Media Buyer/Planner

Entry-level employees in this profession are college graduates with degrees in marketing, advertising, liberal arts, or business administration. Previous experience is always advantageous. Workers from other departments of an agency or organization can also work up to media planner or buyer advertising jobs. It is common for sales representatives in media houses to switch over to media buyer or planner careers.

Average Earnings of a Media Buyer/Planner

The median annual salary for a media buyer advertising job, as reported by the U.S. Bureau of Labor Statistics in 2006, is $56,279. Working conditions are office oriented, and benefits include paid leave, insurance, and retirement plans.

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