The Media Planner is responsible for optimizing an advertising campaign. They must ensure visibility while optimizing costs. To do this, he or she carries out a product study, liaises with the advertiser's sales department, and refines the campaign objectives, budget and sales policy. Once the objectives have been defined, the Media Planner draws up a media strategy, or media plan, in order to detail the strategy adopted, define the media and support, and evaluate the total cost of space. He then ensures execution and analyzes results.