Media Planners and Buyers

Students should obtain as much experience in the field as possible by participating in summer internships, co-ops, and part-time jobs at advertising agencies or radio or television networks.

Media planners and buyers in broadcasting should have a keen understanding of programming and consumer buying trends, as well as knowledge of each potential client's business. Print media specialists must be familiar with the process involved in creating print ads and the markets reached by various publications. Interactive media specialists must be experts in online advertising strategies and ad delivery formats. In addition, all media workers need to be capable of maintaining good relationships with current clients, as well as pursuing new clients on a continual basis.

Communication and problem solving skills are important, as are creativity, common sense, patience, and persistence. Media planners and buyers must also have excellent oral, written, and analytical skills, knowledge of interactive media planning trends and tools, and the ability to handle multiple assignments in a fast-paced work environment. Strategic thinking skills, industry interest, and computer experience with both database and word processing programs are also vital.