A media buyer is instrumental to the success of the media plan. The buyer is the one who negotiates the final placement according to a plan's specifications. They are also responsible for predicting the future success and value of new TV shows, magazines, websites and numerous other vehicles.
Without a skilled buyer, the plan remains nothing more than a document. Consumers never see a brand's media plan. All they see is the buy.
Professional buyers are the ones who can make or break the bank since they are the ultimate deal-makers for their clients. Negotiation, interpersonal communication, and evaluation skills, as well as extreme multi-tasking abilities are all critical to success in this role.
Tracey is a Texas Media Ex who is a buyer. She spends nearly all of her time in negotiations with sales representatives. She may be negotiating local TV, radio or outdoor, or perhaps vying for the best placement for her brand's on-line advertising campaign. Tracey really knows the local markets that she manages for her clients. Many planners come to her for insight into these local markets as they are creating plans.
Other buyers she works with purchase national media, including the big-ticket task of negotiating network TV. She and others are also very involved in negotiating the details of sports sponsorships and other event marketing opportunities. Her clients might even ask her for advice in considering product placement opportunities such as in movies.