If you’d like a job in the Media Planning and Buying field, being a media generalist is a great place to start.
Budgets are tight for advertisers, and each company is looking for ways to stretch marketing dollars the farthest. Learn about the myriad of cable channels, radio stations, internet sites, specialty magazines and other print publications that can reach different target audiences to create value for clients.
Learn what cable channels are available, what content each channel airs, the rates, the audience demographics and the channel’s reach. Study print publications, know the audience they aim to attract — both subscription and newsstand — and the magazine’s content. Know how often it publishes, what the editorial requirements are for ads and see if the publications has regional rate offerings.
Look at online results and find sites that reach different demographic mixes. Look at rates and rate structures and determine how sites bill. Do sites bill per view, or by the click? Learn about local and satellite radio stations. Know the station’s reach, what demographic groups it hits at what times of the day, and how the station bills for different times of day.
Knowing the basics about many different media options will give you a head start when it comes to interviewing and working in the media buying field. If you can provide a great media value for a client or employer — target their desired demographic and do it for a reasonable cost — you’ll be an asset they’ll want to hire and keep.