Careers rarely develop the way we plan them. Our career path often takes many twists and turns, with particular events, choices and people influencing our direction.

We asked Fergus O'Connell from BioPharmachem Ireland to give some advice for people considering this job:

 

Fergus O'Connell

Quality Officer

BioPharmachem Ireland

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  Fergus O'Connell
A broad science background is very important. An ability to recognise small inconsistencies is equally important. For example do you recognise small discrepancies between different camera shots of the same scene in films and TV series?

An ability to question everything and think laterally is important. Also the ability to say 'no' (not everyone is comfortable doing this). Working in quality is not about being popular and definitely not about being a tyrant but one needs to be approachable, consistent and have good interpersonal skills.

Not all of your decisions are going to be popular but they need to be based on a sound rationale and you need to be able to support them. One also needs to be acutely aware of the fact that your opinion won't always be right.

One must always be open to being convinced of an alternative argument.
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Occupation Details

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Advertising Media Planner

Job Zone

Education
Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an engineer must complete four years of college and work for several years in engineering to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
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€25k >  
Advertising Media Planner
Salary Range
(thousands per year)*
€25 -  
Related Information:
Graduates: 25k
Data Source(s):
FAS

Last Updated: March, 2013

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
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At a Glance... header image

Decides how television, newspapers and other media can be used in advertising campaigns.


The Work header image

Advertising media planners work for advertising agencies. Their aim is to get across a client's advertising message to the largest number of people at the lowest possible cost. To do this, they need to weigh up a number of factors. One of these is deciding which media is the best to use. The planner can choose from a variety of media:

  • Newspapers
  • Magazines
  • Outdoor posters
  • Television
  • Radio
  • Cinema
  • Internet
  • Text messaging

To be able to make a decision about which media to use, the planner needs to have in-depth knowledge of each media that is available. This includes being aware of:

  • How many people read a certain newspaper or magazine
  • Where poster hoardings are sited
  • Which TV programmes are popular with different people, etc
  • Which websites are attracting large numbers of people.

A further factor to consider is cost. Television adverts may get a message across to a lot of people, but they cost much more than outdoor posters. It's also important to target the message at the right people. TV adverts can be shown during programs that appeal to the specific target audience. This is also true for cinema advertising.   
  
To find out what each client wants, the media planner attends meetings between the client and the account executive, or is given a 'brief' to work with. The 'brief' contains the information necessary to plan the account:

  • Details of the product or service to be advertised
  • The amount of money that can be spent
  • Details of those people likely to buy the product or service.

Sometimes planners suggest using a primary advert, such as a newspaper spread, supported by secondary advertising on poster hoardings (for example). Whatever the planner comes up with, the client will have to be convinced that the strategy is the right one for their product or service.   
  
Once a campaign has been decided on, the media planner briefs their company's media buyer. The media buyer then negotiates a deal with a media salesp

 


Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation

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Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.

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Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments and advertising agencies.

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Gather and organize information to plan advertising campaigns.

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Confer with clients to provide marketing or technical advice.

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Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.

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Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.

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Prepare budgets and submit estimates for program costs as part of campaign plan development.

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Prepare and negotiate advertising and sales contracts.

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Plan and execute advertising policies and strategies for organizations.

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Assist with annual budget development.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.

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Establishing and Maintaining Interpersonal Relationships:  Developing constructive and cooperative working relationships with others, and maintaining them over time.

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Communicating with Persons Outside Organization:  Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

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Thinking Creatively:  Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

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Organizing, Planning, and Prioritizing Work:  Developing specific goals and plans to prioritize, organize, and accomplish your work.

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Processing Information:  Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

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Communicating with Supervisors, Peers, or Subordinates:  Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

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Performing for or Working Directly with the Public:  Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.

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Scheduling Work and Activities:  Scheduling events, programs, and activities, as well as the work of others.

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Updating and Using Relevant Knowledge:  Keeping up-to-date technically and applying new knowledge to your job.

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Making Decisions and Solving Problems:  Analyzing information and evaluating results to choose the best solution and solve problems.


Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.

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English Language:  Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

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Communications and Media:  Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

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Administration and Management:  Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

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Sales and Marketing:  Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

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Customer and Personal Service:  Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.


Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.

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Coordination:   Adjusting actions in relation to others' actions.

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Speaking:   Talking to others to convey information effectively.

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Monitoring:   Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

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Critical Thinking:   Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

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Reading Comprehension:   Understanding written sentences and paragraphs in work related documents.

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Active Listening:   Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

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Judgment and Decision Making:   Considering the relative costs and benefits of potential actions to choose the most appropriate one.

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Management of Personnel Resources:   Motivating, developing, and directing people as they work, identifying the best people for the job.

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Active Learning:   Understanding the implications of new information for both current and future problem-solving and decision-making.

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Time Management:   Managing one's own time and the time of others.

Personal Qualitiesheader image

You must be able to work under pressure and make decisions quickly. You'll need a flexible approach and must be prepared to change your plans at short notice. Good communication and interpersonal skills are necessary in communicating with clients. You also need good written and oral presentation skills in order to convey ideas to clients efficiently and effectively.   
  
Numeric skills and a good grasp of figures are necessary, as you will be working towards a budget. You also need to keep up with social and economic trends. The work is mainly office based but it does involve travelling to meetings, therefore a driving licence may be a requirement in some agencies.


Related Occupationsheader image

Contactsheader image

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Organisation: Institute of Advertising Practitioners in Ireland
  Address: 8 Upper Fitzwilliam Street, Dublin 2
  Tel: (01) 676 5991
  Email: Click here
  Url Click here

 

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Career Guidance

This occupation is popular with people who have the following Career Interests...


...and for people who like working in the following Career Sectors:

Advertising, Marketing and Public Relations

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