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Advertising media planner

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Advertising media planners decide which media is best suited to advertising their client’s products or services.

Salary, a pound sign Salary: £18,000 to £60,000 average per year
Hours, a clock face Hours: 40 per week

1. Entry requirements

You’ll need creativity, quick thinking and business sense. You'll also need an interest in different types of advertising media.

You may find it useful to have a degree. Relevant subjects include:

  • advertising
  • marketing
  • statistics or operational research
  • communication and media studies
  • business or management
  • psychology

You could get into this job through an apprenticeship.

You may also be able to work your way up from an administrator or junior role at a smaller agency.

You could approach advertising agencies to find work experience. You may then be able to find paid work through contacts you make during work experience.

The Institute of Practitioners in Advertising (IPA) has information on jobs and careers in advertising.

2. Skills required

You’ll need:

  • research skills
  • strong presentation and negotiation skills
  • the ability to analyse and interpret statistics
  • excellent IT skills

3. What you'll do

Your day-to-day duties may include:

  • meeting with the client and an account executive
  • understanding the client’s advertising needs
  • researching how the target audience uses different media
  • planning the best times and places to show advertisements
  • presenting plans and costings to clients
  • working closely with creative teams and researchers
  • working with a media buyer to work out costs and book advertising space
  • building close working relationships with other media organisations
  • working on several accounts at the same time

4. Salary

Starter: £18,000 to £22,000

Experienced: £27,000 to £45,000

Highly Experienced: £60,000 (senior planner)

These figures are a guide.

5. Working hours, patterns and environment

You’ll usually work 40 hours a week, Monday to Friday, but this can vary and you’ll do more when you have deadlines.

You’ll usually be based in an office, and may travel to meet clients and media owners.

6. Career path and progression

With experience and a good track-record, you may progress into account management or become a senior planner or manager. 

You could also go freelance.

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Last updated: 13 September 2018