copyright legislation
Legislation describing the protection of the rights of original authors over their work, and how others can use it.
Advertising media buyers purchase, on behalf of their clients, advertising space in the print, broadcast and online media. They analyse the effectiveness and appropriateness of the different channels depending on the good or service, providing advice for the decision-making. They try to negotiate the best price, without compromising the quality of the advertisements. They support the development and implementation of marketing and advertising plans through the most suited media outlet.
Competences and skills
32 ESCO relationsEssential knowledge 4 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
4 competencesdigital media
The set of medias that are transmitted through electronic devices.
digital
media planning
The process of selecting the best media to reach marketing and advertising strategy objectives in order to promote a client's product or service. This process encompasses research on target audiences, frequency of advertisements, budgets and media platforms.
types of media
The means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.
Essential skills and competences 9 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesbuy advertising space
Analyse different advertising outlets in order to buy the most appropriate advertising space for the product or service such as newspapers, posters, and advertisements. Negotiate conditions, prices, and follow up on the delivery of the purchased deal.
identify customer's needs
Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
Cross-sector
7 competencesdevelop professional network
Reach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up to date on their activities.
- Scope note
- This includes the development of social relationships with patients and customers.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
manage contracts
Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes in line with any legal limitations.
meet expectations of target audience
Research the needs and expectations of the target audience to ensure the program's theme meets both.
negotiate terms with suppliers
Identify and work with suppliers to ensure quality of supply and best price has been negotiated.
present arguments persuasively
Present arguments during a negotiation or debate, or in written form, in a persuasive manner in order to obtain the most support for the case the speaker or writer represents.
study sales levels of products
Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of sales methods.
Optional knowledge 6 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
6 competencesadvertising techniques
The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
demography
The scientific field of study that deals with studying the size, structure, and distribution of the human population, and its geographical and temporal changes.
interactive media
The method of communication that takes place through digital medias and is based on customers interactions with them. The interactions take place with computerised elements (e.g., moving graphics, digital text and sound).
digital
marketing principles
The principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.
media studies
Academic field dealing with the history, content, and impact of diverse media with a special focus on mass communication.
polling techniques
The different methods to approach targets and collect information from them for a variety of purposes. Polling techniques such as self-administered questionnaires, remote interviews, and personal Interviews.
Optional skills and competences 13 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencescreate media plan
Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.
develop online community plan
Create the community's plan to grow the online community, build usage, retain recent users and increase the user's participation.
digital
manage online communications
Oversee and supervise communications of a company, entity, or person in online outlets. Ensure that the information being communicated online is in line with the strategy and image aimed to be conveyed.
digital
Cross-sector
10 competencesanalyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
coordinate advertising campaigns
Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
create media schedule
Determine the pattern of advertising timing when ads must appear in the media and the frequency of these advertisements. Follow scheduling models such as Continuity and pulsing.
document interviews
Record, write, and capture answers and information collected during interviews for processing and analysis using shorthand or technical equipment.
draw conclusions from market research results
Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
monitor media industry research figures
Keep up to date with distribution figures of the various printed media outlets such as newspapers and journals; with the audience figures of radio and television or of specific broadcast programs; and of those of online outlets such as search engine optimisation and pay-per-click results.
negotiate buying conditions
Negotiate terms such as price, quantity, quality, and delivery terms with vendors and suppliers in order to ensure the most beneficial buying conditions.
perform media outlets research
Research what will be the best and most effective way to reach the majority of consumers by defining the target audience and the type of media outlet that better fit with the purpose.
use analytics for commercial purposes
Understand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate quests.
digital