Media planner : Training

Training is usually undertaken whilst working, with the support of a more experienced colleague. On-the-job experience is crucial for developing the required skills and building practical knowledge of national and regional media.

A key aspect of early training involves gaining an understanding of audience research figures, which provide consumer/media information and are funded by the relevant media owners. These include:

• DART for Advertisers (DFA)  - for online advertising tracking;
• Broadcasters Audience Research Board (BARB)  - a television measuring service;
• National Readership Survey (NRS) - for newspapers and magazines;
• Radio Joint Audience Research (RAJAR)  - for both commercial and BBC radio;
• Poster Audience Research (POSTAR)  - for out of home advertising;
• Target Group Index (TGI)  - for media and marketing surveys.

Developing knowledge and an understanding of how to make the best use of IT and online resources, provided by organisations such as Brad Insight  and the Newspaper Society , is a key aspect of ongoing training.

In-house training may depend on the size and nature of individual companies, but most will offer programmes covering IT, presentation skills and media research tools, either in-house or externally.

A variety of training courses and opportunities for continuing professional development (CPD) in many aspects of advertising and marketing, including planning, are offered by key organisations, such as the:

• Account Planning Group  
• Chartered Institute of Marketing (CIM)  
• Institute of Practitioners in Advertising (IPA)  - you would typically complete an IPA foundation course in the first two years of work.

The Media Research Group (MRG)  offers a two-day residential planning and research course aimed at professionals with a minimum of 18 months' media business experience. It covers the process of producing, implementing and budgeting for media plans. MRG also offers training courses for new entrants to media research.