Media Planning/Buying

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Why is it that certain brands are successful while others struggle from the onset? As Media buyers continuously think of new approaches in developing a or launching a product the clients insist their idea is the right one but only an experienced Media will ultimately create the magic. The Brand. Thus, this is where knowledge of market trends and studies come into play.

It is necessary for Consultants who pursue careers in this sector to have the basics. Most Consultants in today’s market have degrees but also go through a vigorous training program in order to specialize in various sectors. This can often give the consultant a competitive edge.

The expertise and experience in a particular field of Consultancy will bring problem solving skills, confidence, and the ability to manage a successful business. But the analytic skills and up to date research with a strong command of the latest methods used in that sector, are paramount to success. Some experts will insist this talent takes creativity and knowledge of Science. It seems when negotiating buys in the media for a client many Consultant don’t think outside the box. Some may have relatively no experience in the Internet sector but know radio and television. This area has become so specialized; it can branch out into various sectors then divided into a “boutique” specialization of a target market.

Once the client and Consultant have discussed the ultimate outcome the consultant will then be responsible for selecting the focus group by various requirements. From the right age group, to the right marital status, the right employment or income group, the right interest group (such as their likes for certain music or traveling etc.), and any other relevant information concerning how to sell the product to their focus groups. Thus, the selection of any focus group is time consuming and requires excellent communication skills. Once achieved the consultant will use the results of the questionnaires or tests in order to analyze and recommend changes and variations in the way the product is approached in regards to media buying. Various methods are used in this ever-growing field.

A 4-year degree in Marketing and communications is advisable in this field. However many companies and corporations every year employ outside consultants to help determine the parameters of their market. Perhaps this is one reason for the high income that Media buyers receive every year. A salary of $75,000 to $135,000 a year is found in larger metropolitan cities.
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