Amity Online Media Planner Interview: Rounds, Questions and Preparation

What the job involves

A media planner in edtech and media/entertainment decides where, when, and how a brand's ads should appear across digital, TV, print, and OOH to reach the right audience at the lowest effective cost. Day to day you pull audience and performance data, build media plans and budgets, negotiate with publishers or agencies, and track campaign delivery against enrolment or viewership goals. At an online education company like Amity Online, you would focus on lead generation and brand visibility across Google, Meta, YouTube, and regional media.

Role and technical knowledge

1. 1

   What is the difference between reach and frequency, and how would you use them for an online degree campaign?

   Define reach as unique people and frequency as average exposures. For edtech, mention capping frequency to avoid ad fatigue while maximising reach among working professionals in target cities.

2. 2

   How do you calculate CPM, CPC, and CPA, and which one matters most for lead generation in edtech?

   Show the formulas clearly. Explain that CPA (cost per enrolment or qualified lead) is the ultimate metric, but CPM and CPC help optimise early funnel stages.

3. 3

   Which digital channels would you prioritise for a university's online MBA programme and why?

   Prioritise Google Search for high intent, Meta and LinkedIn for interest and job title targeting, and YouTube for explainer content. Justify with audience intent and cost benchmarks.

4. 4

   What is a media mix, and how would you decide the split between digital and traditional media for an edtech brand?

   Define media mix as allocation across channels. For edtech, suggest 70 to 80 percent digital for measurable leads, with TV or print for brand trust in Tier 2 and 3 markets.

Practical scenarios and case questions

1. 5

   You have a budget of 10 lakh rupees to generate 2,000 qualified leads for an online certificate course. How would you plan the campaign?

   Break budget by channel, estimate CPL from past benchmarks, set a test-and-learn phase, and include a weekly optimisation cadence. Mention landing page and lead form quality.

2. 6

   A campaign on Meta is delivering a high CTR but very few enrolments. What could be wrong and what would you do?

   Point to a mismatch between ad promise and landing page, poor lead quality, or wrong audience. Suggest checking form drop-offs, adding qualification questions, and testing new creatives.

3. 7

   How would you plan media for a new edtech brand entering a regional market where TV is still strong?

   Use TV for mass awareness in local language, digital for retargeting and lead capture, and radio or local print for trust. Mention regional language creatives and local influencer tie-ups.

4. 8

   Your media plan is approved, but the client cuts the budget by 30 percent two weeks before launch. How do you adjust?

   Protect high-performing channels first, reduce frequency caps, shift to lower-cost formats like search and retargeting, and renegotiate publisher deals. Communicate the revised reach and lead estimates clearly.

Behavioural and situational questions

1. 9

   Tell me about a time you had to meet a tight deadline with incomplete data. How did you handle it?

   Use a STAR example from a college project or internship. Show you made reasonable assumptions, documented them, and still delivered on time.

2. 10

   Describe a situation where you had to convince a teammate or senior to change their plan. What was the outcome?

   Focus on data and audience logic, not opinion. For edtech, mention using CPL or enrolment data to support your recommendation.

3. 11

   How do you handle feedback when a campaign you planned underperforms?

   Show ownership, a quick post-mortem, and a clear list of changes for the next flight. Avoid blaming publishers or creative teams.

4. 12

   Give an example of a time you managed multiple tasks or campaigns at once. How did you prioritise?

   Use a matrix of urgency and impact. Mention tools like Excel trackers or Trello and how you kept stakeholders updated.

HR and motivation questions

1. 13

   Why do you want to work in media planning for an edtech company rather than a general advertising agency?

   Link your interest to measurable outcomes like enrolments, the fast-growing online education market, and the mix of brand and performance media.

2. 14

   What do you know about Amity Online's target audience and how they make course decisions?

   Mention working professionals, career switchers, and Tier 2 and 3 learners. Show you understand they compare fees, accreditation, and placement support before enrolling.

3. 15

   Where do you see yourself in three years in media planning?

   Show a path from planner to senior planner or media manager, with growing ownership of budgets and channel strategy. Mention learning programmatic and analytics.

4. 16

   What is your expected salary for this role as a fresher?

   Give a realistic range based on market research for entry-level media planning in India. Show flexibility and focus on learning and growth.