Media Planning & Buying
Are you throwing darts at a target that isn’t there? If you’re spending money on media, and not getting the guidance that this complex process demands, you’re probably not getting what you paid for. Before even considering media buying, you need to begin with media planning.
What does that involve? First, planning begins with extensive knowledge of the vast array of media opportunities available today. It requires a thorough understanding of how each medium will help deliver against your company’s marketing plan. A professional media buyer, and we have quite a few great ones here, must possess an understanding of the product’s consumer (or audience), as well. Not just their gender and age but their “persona,” i.e., their beliefs and habits. Last but not least, it involves the ability to negotiate the best rates and the ability to use analytics to determine what’s working and, perhaps, what isn’t.
In short, media buying is much more than considering an offer from a sales rep who happens to have some inexpensive “remnant” space they can sell at a discount. It takes planning based on research, negotiation, and the skillset to know where the client can get the most bang for their media buck.