Roles and missions of the media planning officer
Media planners are responsible for analyzing, planning and coordinating the use of advertising media (TV, radio, press, billboards, etc.) on behalf of advertisers. He or she is responsible for finding the most appropriate means of achieving the communication objectives set by advertisers. The main tasks of a media planner are as follows:
Drawing up media plans: The media planner is responsible for studying the advertiser's budget and target with precision, in order to determine the advertising and media supports to be used.
Administration of advertising campaigns: The media planner is responsible for managing advertising campaigns, researching and selecting the media to be used, evaluating results and budgeting for advertising campaigns.
Evaluating the performance of advertising campaigns: The media planner must be able to measure and analyze the performance of advertising campaigns, and propose corrective actions to improve the visibility and profitability of advertising campaigns.
Market testing: The media planner is responsible for carrying out market tests and market research to assess the impact of advertising campaigns and adapt media plans according to the results obtained.
Competitive intelligence: The media planner must keep abreast of competitive activities in order to define an effective strategy for achieving the advertiser's objectives.
Monitoring and managing supplier relations: The media planner is responsible for monitoring and managing relations with suppliers of advertising products and services. They must negotiate advertising rates and ensure that advertisers get the best deals.
The media planner is therefore a professional
Salary and career development of a media planning officer
The salary of a media planner varies greatly depending on the company and the years of experience. In France, gross annual salaries vary according to years of experience:
0 to 2 years: between 25,000 and 30,000 euros ;
2 to 5 years: between 30,000 and 35,000 euros;
5 to 10 years: between 35,000 and 50,000 euros ;
10 to 15 years: between 50,000 and 65,000 euros;
Over 15 years: between 65,000 and 80,000 euros.
The career possibilities for a media planning manager are many and varied. Here are just a few of the possible career paths:
Media director ;
Media agency manager ;
Media Research Director ;
Director of strategy and development;
Digital Communications Director.
Becoming a media planning manager is a real challenge.
