Media consultant
Mediaberater is a job title for salespeople of advertising time in the areas of print media, online advertising, radio and television. In the areas of print and online, the designation media consultant is common, for exclusive advertising sales, advertising and editorial PR 'advertising seller . For the profession of media consultant, there is currently only training in digital and print media management.
According to Sjurts , a media consultant is someone "who is entrusted with the development of advertising concepts and the assignment and control of the activities required to carry out an advertising campaign . 〈...〉 These are often freelancers." advises its customers on the targeted use of media in order to convey the respective messages of the advertising company to the desired target group .
Area of responsibility
The job description of the media consultant in Germany arose with the introduction of the dual broadcasting system in 1984. It has currently been expanded to include print and online advertising.
In addition to specialist knowledge in the areas of advertising and media, a media consultant must have knowledge of sales and advice on a media mix in negotiations.
Before the use of advertising, a media consultant analyzes together with the potential advertising customers which advertising objects are suitable for marketing. Possible advertising objects are individual products, product groups, services of a company or even the company itself. Following the definition of the advertising objectives and advertising objects, the target group is determined. After the planning and implementation of an advertising campaign, advertisers will ideally receive long-term support from their media consultant.
Training & career entry
Media consultants are mostly trained publishing clerks or media designers with an IHK degree. A career changer needs training for the marketing of print and digital. It is different with advertising consultants, here only advertising sales for print media are required, suitable for career changers. A possible qualification is a degree in business administration or an apprenticeship in the commercial field. Some chambers of industry and commerce offer certified courses in the field of media consulting.
Reward
The remuneration of a media consultant is handled differently: There is the variant of payment through fixed monthly salaries, through a combination of a monthly fixed salary and commission payments or pure remuneration via commission .
Individual evidence
- ↑ Sjurts, I. (Ed.) (2012). Gabler Lexicon media industry. 2nd edition Wiesbaden: Gabler. P. 376
- ↑ Reinke, MI 2009. The successful media consultant: A sales course for more sales and profit. Wiesbaden: Gabler. P. 11
- ^ See Magenheim, A. (2006). Radio advertising: basics, markets, potential. Saarbrücken: VDM. P. 45.