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Media Guru

Guru Search Results: 13 matches were found

Monday, September 16, 2002 #5517
mr. guru i am taking a class on advertising and i have to do research on a media planner...i have a coulple of questions i would love for you to answer for my research. a. what are some of the resposibilities and duties of a media planner. b. requirement you must meet to be employed in the chosen job (education, portfolio, etc.?) c. what is the salary range for this job? d. are jobs available? employment opportunites. e. level of difficulty in performing you job duties. if you could answer all or some of these questions would help me in my could e-mail me at with the answers or i will check the website for answers

The Media Guru Answers(Tuesday, September 17, 2002 ):
Click here to see past Guru responses about the planner's role .

Click here to see past Guru responses about qualifications for a planner.

Jobs are available. Difficulty is in relation to your ability.

Wednesday, August 07, 2002 #5453
what are the duties of a media planner. (This is for an entry level position.)

The Media Guru Answers(Wednesday, August 07, 2002 ):
The duties vary in different agencies and circumstances. Click here to see past Guru discussion of the planners' role .

Tuesday, July 17, 2001 #4588
Guru, I have been asked to pull together some differences between planning media for a Canadian B2B audience as opposed to a U.S. B2B audience. Are Canadian audiences significantly different than U.S. audiences? What makes them different (or different to plan for)? Is it a matter of geography? Any help, direction, or reference you could provide would be great.

The Media Guru Answers(Wednesday, July 18, 2001 ):
A good starting point might be to go to Telmar and compare tools offered for the U.S. versus those for Canada.

The key differences between the two in B2B are most likely to be the media choices. Canada will have fewer business pubs, fewer trade pubs in any category. The role of broadcast media versus online and print will differ as well.

There may well be an effect of spreading just one-tenth as much population over an area as big as the U.S. but with most concentrated in just 10 metros.

Monday, May 28, 2001 #4431
Hi, A lot of media production houses(television program producers)and smaller televsion channels are clueless about strategic issues involved in media selection, planning and buying.I feel there is a business need gap that can be filled by media experts and consultants. Are there any instances 1.where you have been approached for such projects 2. what information/analysis areas are likely to be of great value to such production houses/television companies 3. Any specific companies/agencies doing similar work. Please do let me know Thanks ABC

The Media Guru Answers(Wednesday, May 30, 2001 ):
TV channels (as time sellers) might well benefit form a half day's seminar on how media buyers decide what to buy. The Guru doesn't see the direct benefit for production houses.

In his role as a private consultant, the Guru has done projects for media sellers, and for producers only when they were also seling their product directly to advertisers. These projects were about how to use media numbers as selling tools and how to present the measured aspects of the media properties most attractively to potential buyers.

The U.S. system may be different than yours.

Tuesday, May 15, 2001 #4400
Defining last minute media buying as buying in the last 48 hours before TV broadcasting, what's the last minute media buying role in the TV advertsing? How much do the planners usually allocate from the whole budget to last minute spendings (as in the last minute peaks audience could be short termly forecasted)? Is this a frequently used instrument? Anticipated thanks...

The Media Guru Answers(Sunday, May 20, 2001 ):
The Guru beleives very few, if any planners allocate anything for this, it is not part of planning except to the extent that it effects price and is thus a buyers' issue.

The Guru does not see a way to forecast audience peaks 48 hours ahead. A bigger issue is whether inventory will be available on such short lead time. The only application of this short time buying in which the Guru sees an advantage is "firesales" that is, making oneself known as a ready buyer -- at deep discounts -- of unsold inventory, a tactic that defies "planning."

Sunday, April 01, 2001 #4301
What is the role of marketing mix in media planning? Sarwar-Lintas

The Media Guru Answers(Sunday, April 01, 2001 ):
Advertsing is one element of marketing mix. Media planning is an element of advertising. More often than not, the media paln is constructed in the absence of knowledge of other elements of the marketing mix, except perhaps sampling and promotional programs.

Saturday, February 17, 2001 #4189
what is the changing role of media planners today?

The Media Guru Answers(Monday, February 19, 2001 ):
For the most part the role is not changing: it is recommending media approaches that best meet the given advertising objectives. In the best cser, planners are becomeing respected consultant to the whole advertsing process. Changes in which media exist or are popular do not and should not change the planners' role, only the recommendations.

Monday, August 21, 2000 #3729
can you fill me in on zenith media's role in the advertising world?

The Media Guru Answers(Sunday, August 27, 2000 ):
Zenith Media is a media planning / buying service operated by the agency groups of Cordiant and Saatchi & Saatchi. It is comparable to the "ala carte" media operations of other agency giants.

Thursday, July 29, 1999 #2669
What is the role and job definition of a media planner in a creative agency v/s that of an AOR agency ? Does the creative agency media planner need to give detailed plan schedules which include channelwise grps in order to justify reach/freq objectives to the AOR agency?

The Media Guru Answers(Saturday, July 31, 1999 ):
"AOR," or Agency of Record is a buying function and there is no inherent reason for a planner's role to be different. The planner should not need to "justify" anything to an AOR, assuming plans are approved by the client before buying instructions are communicated to the AOR.

Of course, there can be situations where specific rules have been set up going beyond the typical AOR role.

Sunday, February 14, 1999 #2332
What is the role played by media independents ?

The Media Guru Answers(Monday, February 15, 1999 ):
Media Independents fulfill the role of agency media departments on a stand-alone basis, providing buying, planning, research and stewardship services.

Monday, December 14, 1998 #2219
Dear Guru, How would you define the role of a media buyer? And what would you say are their principal tools and techniques?

Have you any suggestions as to where I can obtain information on media buying from a complete novice angle? How closely are media planners and buyers related if at all?

The Media Guru Answers(Saturday, December 19, 1998 ):
Generally, a media buyer's role is to negotiate the purchase of broadcast time or print space in accordance with the goals established in the media plan. More often, people with the buyer's job are broadcast specialists and print is often negotiated by the planners. There are more and more print specialists. This differs from country to country and according to agency size. Smaller agencies in the U.S., for example, often use planner / buyers.

Tools are the research to evaluate the value and appropriateness to fulfilling goals of the media possibilities. The techniques use various calculations and evaluative processes to compare media and negotiating techniques applicable to any form of negotiation.

The media planner's job is to determine which media will meet the advertising goals of an advertiser, within stated marketing and creative parameters. This means selecting media, designating vehicles within the media, determining levels of media to use and timing.

For the basics, try one of the media planning texts from Amazon .com in the AMIC Bookstore.

Friday, November 27, 1998 #2177
Dear Guru, I am about to begin a market profile on media planning in the UK. I've got hold of some books on advertising, but there appears to be a close synergy between account planning and media buying in the books I have. What actually is the difference in the specs of the two roles, is there a very fine line or just differing titles for essentially the same job? Many thanks in advance for your assistance.

The Media Guru Answers(Friday, November 27, 1998 ):
An account planner is not a media planner, but is the liaison between media and the other key strategic disciplines, of research and account/marketing management. The responsibility is to assure that media planning, creative, etc. are all working from the same understanding of the consumer.

Media buying is an executional responsibility which is a partial fulfillment of the strategic process.

Wednesday, February 26, 1997 #1034
How can media be used to build brand equity?What is the role of media in building brand equity?

The Media Guru Answers(Wednesday, February 26, 1997 ):
From the Guru's perespective, you should look at media in it's literal sense of advertising vehicle.

Most of the work in building brand equity is done by the copy. To the extent media contributes, beyond general communication goals, it will be the media environment (programming / editorial adjaceny) that theplanner selects which most affects brand equity.