A professional who plans and administers media programs in advertising department. Responsibilities include:

• Confers with representatives of advertising agencies, product managers, and corporate advertising staff to establish media goals, objectives, and strategies within corporate advertising budget.
• Confers with advertising agents or media representatives to select specific programs and negotiate advertising to ensure optimum use of budgeted funds and long-term contracts.
• Adjusts broadcasting schedules due to program cancellations.
• Studies demographic data and consumer profiles to identify target audiences of media advertising.
• Reads trade journals and professional literature to stay informed of trends, innovations, and changes that affect media planning.