advertising-media-planner/references/skills.md

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)

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 %