# Competences — advertising media planner

Source: ESCO v1.2.1 occupation-skill relations (http://data.europa.eu/esco/occupation/b55718eb-e8ff-4485-8ad0-bbac32cbd77b).

## Essential

- **advertising techniques** (knowledge)
- **cooperate with colleagues** (skill/competence)
- **cope with challenging demands** (skill/competence)
- **copyright legislation** (knowledge)
- **create media plan** (skill/competence)
- **create media schedule** (skill/competence)
- **digital media** (knowledge)
- **market research** (knowledge)
- **media planning** (knowledge)
- **meet deadlines** (skill/competence)
- **meet expectations of target audience** (skill/competence)
- **perform media outlets research** (skill/competence)
- **types of media** (knowledge)
- **work with advertising professionals** (skill/competence)

## Optional

- analyse business model (skill/competence)
- apply statistical analysis techniques (skill/competence)
- approve advertising campaign (skill/competence)
- below-the-line technique (knowledge)
- buy advertising space (skill/competence)
- conduct public presentations (skill/competence)
- coordinate advertising campaigns (skill/competence)
- creatively use digital technologies (skill/competence)
- data visualisation software (knowledge)
- demography (knowledge)
- develop inclusive communication material (skill/competence)
- develop media strategy (skill/competence)
- draw conclusions from market research results (skill/competence)
- evaluate advertising campaign (skill/competence)
- identify customer's needs (skill/competence)
- interactive media (knowledge)
- manage budgets (skill/competence)
- manage contracts (skill/competence)
- monitor media industry research figures (skill/competence)
- pay-per-click (knowledge)
- perform project management (skill/competence)
- persuade clients with alternatives (skill/competence)
- present arguments persuasively (skill/competence)
- search engine optimisation (knowledge)
- social media management (knowledge)
- social media marketing techniques (knowledge)
- statistics (knowledge)
- study sales levels of products (skill/competence)

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## Market evidence (job-ad analysis, 57 ads, as of 2026-07-08)

Share of analyzed job ads mentioning the item (threshold ≥ 20 %). Source: JSearch/Adzuna APIs.

### Hard skills

- data analysis — **56 %**
- media planning — **49 %**

### Responsibilities

- media plan development — **19 %**

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