A first-rate knowledge of the strengths, weaknesses, cost efficiencies and communication potential of various media is required. Analytical ability is important as is a thorough understanding of the purpose and components of a media plan. Communication skills are essential as the Planner will be expected to both write the media plan and then to sell it within the agency and eventually to the client. Media Buyer Most Trainees aspire to a media buying or planning position. These are attainable providing that there has been a consistent demonstration of the required skills at the trainee level.
Promotions are generally possible after one or two years at the trainee level.
The good Media Buyer will possess, particularly if involved in broadcast buying, excellent negotiation skills. Good communication skills are critical as they will be dealing in person or on the telephone with numerous media or their representatives. Finally, the very best Media Buyers combine a delicate balance of judgment with statistical data. This results in media buys that are not only efficient but also effective. Media Assistant, Trainee or Estimator Almost without exception, all people new to the media business start as Assistants, Trainees or Estimators.