Does making media mean running ads? Or is it really the media profession? If you are confused by the 101 types of definitions of media jobs on recruitment websites, let AIM help you ‘troubleshoot’!

Before starting to learn about the industry, let’s learn the basics of media in the media with AIM!


In a dry way, ‘media is the way brands convey a message to consumers. And what that method is, nobody limits your creativity. For some people, media may be just a small corner of a newspaper, others must be a TV advertisement … Whether simple or sophisticated, as long as it can convey the message you send to your target audience.


There are several ways you can categorize media. Simply put, you can divide into traditional media and digital media for easy remembering. If you’re serious about pursuing a media career you should be familiar with the paid-owned-earned media concepts:

Paid media: channel you have to pay to use. For example: TV, Newspaper, Radio, Social ..
Owned media: channels you own such as website, Fanpage, Youtube …
Earned media: the channel you do not need to pay for but is still used as good content or viral or your effort to do SEO to appear on page 1 Google.

Categorizing according to the above 3 factors will help you to have a deeper understanding of the nature and relationship between channels. To be more specific, a good content on owned media when shared by more than one person, discussion will result in earned media. However, in order to achieve earned media, content creation is not enough, you still need 1 ‘push’ to reach a large audience. That is also the reason when you want to spread the message quickly in a short time, most brands use paid media.

In other words, owned media is the place where the content is posted; paid media is used to distribute, propagate, and excite in earned media.

Going back and forth, WHAT IS MEDIA DO IT?

When it comes to career opportunities in the media industry, it is necessary to mention the relationship between the 3 parties client-publisher – media agency. The client is the person who needs media to spread the message; The publisher is the owner of the media channels; while the media agency acts as an intermediary to help clients choose appropriate advertising channels from publishers. Making media, most of you will work for these 3 parties although the nature of the work is relatively different.

Starting with the Media Agency, you will likely see two popular positions:

Media planner: responsible for research, channel selection and planning based on data and budget to achieve set KPI.
Media execution: inclined to realize the plan set out by the planner. With traditional channels, the mission of media execution will be to negotiate and place advertisements on TV, newspapers, radio, billboard … If the campaign operates on digital channels, media execution is the direct set-up and optimization. effectiveness of each social media channel, display ad, SEM …
Whether working as a planner or in favor of execute, at the agency, the work of the media is also more about the number. With a budget from a few tens to several hundred billion, to run which channel, how to run to not overdo it, it is necessary to meticulous and careful about the data of the media maker.

As for the client, the work of the media people is rarely divided. Depending on the size and budget of the company, the media profession is often known with different titles such as press relations specialist, Facebook ad runner, Google …

Finally, in publishers like television stations; radio station; ad-network… the media’s job is usually sales – selling ad slots or accounts – who takes the project from sales and continues to follow-up the customer during the run. In these two positions, if I don’t understand media, ‘sour’. Having mastered the foundation and important indicators, you will advise and close deals with ‘old’ clients like media agency!


If you scroll through the job board pages and you’ll see that 80% of the media worker’s workload is execution-oriented. So if you are new to the career, do not be in a hurry to dream with a senior, you must understand the background first. And media execution is a place to help you complement the experience you would never have if you just study books or sit in school.

However, it must be said again, although the media team always lacks staff, it is not easy to apply successfully. Before deciding to enter the industry you should:

There is a definite understanding of media channels from strengths and weaknesses to purpose and application circumstances.
Know how to identify and analyze your target audience from psychology to behavior.
Understand metrics in each media channel.
In addition, having digital thinking, being quick to analyze in evaluating data or hard in negotiating communication is also an advantage.