Media Planning

Media Planner is a job title in an advertising agency or media planning and buying agency responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (often including psychology and neuroscience).

Traditionally, the role of the media planner was quite close to that of the Media Buyer, the obvious distinction being that the planner would devise a plan for advertising and the buyer would negotiate with the Media proprietor on things such as rates, copy deadlines, placement, merchandising, etc. The role of the modern media planner is more wide reaching however. Today many agencies are actually exchange the job title of 'media planner' in favour of titles such as communications planner, brand planner or strategist. This reflects the shift away from 'traditional' media planning to a more holistic approach, with the planner now having to consider (as well as standard above-the-line channels such as TV, print, radio and outdoor) PR, below-the-line channels, in-store, digital media, product placement and other emerging communications channels all for the purpose of ensuring the client's advertising budget is well spent as well as adhering to the overall marketing strategy devised by marketing consultants or the client themselves. Their expanded job scope has thus made greater demands of their time, placing them in immensely pressured situations matched by the states faced by their creative (copywriters and art directors) counterparts.

Контрольное задание № 4 Country study.

Чтобы правильно выполнить задание № 4, необходимо усвоить следующее разделы курса английского языка:

1. Условные предложения трех типов.

2. Сложные формы инфинитива и причастия.

3. Обороты, равнозначные придаточным предложениям: объектный инфинитивный оборот, субъектный инфинитивный оборот, независимый причастный оборот. Используйте следующие образцы выполнения упражнений:

Образец выполнения 1 (к упражнению 1)

1. We want this intensive course to he applied at the English lessons.	1. Мы хотим, чтобы этот интенсивный курс применялся на занятиях по английскому языку.
2. This intensive course is reported to he applied at the English lessons.	2. Сообщают, что этот интенсивный курс применяется на занятиях по английскому языку.

Образец выполнения 2 (к упражнению 2)

1. The problem having been solved, the scientists began a new	1. После того, как проблема была решена, ученые начали новый эксперимент.
2. Having solved the problem, the scientists began a new experiment.	2. Решив проблему, ученые начали новый эксперимент.

Образец выполнения 3 (к упражнению 3)

1. If you ring me up, I shall tell you something.	1. Если ты мне позвонишь, я тебе кое-что расскажу.
2. If you rang me up, 1 should tell you something.	2. Если бы ты мне позвонил (сегодня, завтра), я бы тебе кое-что рассказал.
3. If you had rung me up, I should have told you something.	3. Если бы ты мне позвонил (вчера), я бы тебе кое-что рассказал.

ВАРИАНТ 1

I. Перепишите и письменно переведите на русский язык следующие предложения, принимая во внимание, что субъектный и объектный инфинитивный обороты большей частью соответствуют придаточным предложениям.

1. He is believed to be of different opinion on this question.

2. She doesn’t seem to understand me.

3. The members of the committee were expected to come to an agreement.

4. The hippies made the American public take a good long look at the underlying ethics of society.

5. He ordered the secretary to check the documents carefully.

II. Перепишите и письменно переведите па русский язык предложения, учитывая различия в переводе зависимого и независимого причастных оборотов.

1. Having raised these questions, the author left them unanswered.

2. Having looked at the process of communication, let’s now look how mass communication affect public opinion.

3. After a number of unwise moves, the company found itself loosing money.

III. Перепишите и письменно переведите на русский язык следующие сложные предложения, содержащие придаточные предложения условия.

1. You will get a bonus if you exceed the sales target.

2. I’m sure they wouldn’t continue doing business with you if they weren’t satisfied.

3. If you had covered shipping costs, we would have increased our order last month.

IV. Переведите на русский язык.