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Media Guru

Guru Search Results: 3 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 paper..you could e-mail me at genio77s@aol.com 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.


Thursday, October 02, 1997 #1420
Hi, I am a marketing student. During our course of media planning, we came up with the following question: Do advertising agencies contact publishers themselves or are they contacted by publishers. If they are contacted by publishers, with what information does the publisher provide the agency (brochures/ clients/ etc.). What would the publisher need to present that the agency will recommend it to their own clients?? Who would be the person within the agency that the publisher would speak to?? Thank you for your help Jan, Germany

The Media Guru Answers(Thursday, October 02, 1997 ):
The Guru's response may not apply equally in all countries, however:

Agencies contact publishers, usually while actively working on a plan for a specific client for a specific promotion or period of time. The media planner or buyer is usually the first line of contact for a publisher

Publishers contact agencies, usually continuously, when they learn of a new account at the agency, or new staff involved in the media decisions, or when they have something new to tell the old staff or old accounts about the publication.

Publishers typically have brochures (in the US, called "media kits"). These usually describe the editorial content and mission of the publication, describe the target audience, list the advertising rates and circulation details, provide audience research when available -- either from syndicated or proprietary sources -- and may compare the publication to its competitors. Production requirements are also offered: sizes, materials, closing dates for ordes and materials, editorial and publication calendar.

Different advertisers and different media planners may be looking for different aspects of the publications at different times.

One day, audience size or composition may be the most important, another day cost or cost/audience ratio.

Sometimes, editorial environment or authoritativeness of the publication are most important, etc.

The kit is an introduction and reference tool. The publisher needs to:

  1. Focus on agency accounts that make sense for the publication
  2. stay in touch with the agency to know when decisions will be made and what extra information is helpful
  3. keep information up to date
Watch for a forthcoming media kits feature, here on AMIC


Thursday, March 20, 1997 #1013
Dear Guru,What in your opinion are the personal qualities andprofessional qualifications for a media planner? Thanx

The Media Guru Answers(Thursday, March 20, 1997 ):
The Guru believes the the key personal qualities are an eagerness to learn, and ability to learn and and openess to new information.

Professional qualifications today include

-good mathematical skills, e.g. ability to rough-estimate percentages without a calculator, to avoid being overly reliant on computer output.

-Computer skills

-Writing skills, especially the ability to explain though processes logically and clearly



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