Industries & Professions /
Media Planners and Buyers
Media specialists are responsible for placing advertisements that will reach targeted customers and get the best response from the market for the least amount of money. Within the media department, media planners gather information about the sizes and types of audiences that can be reached through each of the various media and about the cost of advertising in each medium. Media buyers, sometimes called advertising sales agents, purchase space in printed publications, time on radio or television stations, and ads on the Internet. Advertising media workers are supervised by a media director, who is accountable for the overall media plan. In addition to advertising agencies, media planners and buyers work for large companies that purchase space or broadcast time. There are approximately 166,800 advertising sales agents employed in the United States.