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Media Buying
Purchase of specific amount of space and time in media channels or The buying of advertising space from a company operating media properties is basically considered as media buying.
The cost of a media buy varies depending on the specific media property on which the buyer wants to advertise, the size of the advertising campaign, the specific times at which the advertisements are to be displayed, and other specific features of the advertising campaign.
The media-buy decision is based upon the amount of money available, the number of exposures desired, the target market the advertiser wants to reach, the frequency of exposure desired, the number of people each medium will reach, and the impact each medium will have on the message. for example, the impact of a fashion advertisement in a fashion magazine versus one in a magazine about fishing. Since there is no one right way to spend advertising dollars, it is the media buyer's job to choose a reasonable optimum.
Media Buyer
Media Buyers are the individuals responsible for purchasing time and advertising space for the purpose of advertising. When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertisers particular product or service objectives. The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted.
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Media Buyers can purchase spot, regionally, or nationally. National Media Buyers might have to factor in determinates based on a state by state basis. Rates, demand of leads, space, and time, and state licenses will vary from state to state. National Media Buyers will need National Media Planning to generate National Media Marketing strategies and National Media Advertising that can be adaptable from area to area but also work on a national level.
Identify the target market Research the target market Setting objectives Define and plan out the strategy Execute the plan
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Media Agency
A media agency is a company which help companies to communicate with current and potential consumers or to the general public. These agencies work with their clients to understand the business issues, their market & their consumers.
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strategic advice which includes products, brands & brand portfolios: in terms of brand image, targeting media usage and phasing. Category & category segments: identifying & analyzing media usage by the competition, detecting opportunities. Media strategy & planning definition of target & objective from marketing, sales, with media surveys & consumer databases. Investment analysis including budget & evaluation of previous investment. Partnership & multinational coordination. Analyzing & selecting media vehicles reach & frequency distribution levels, determining estimated net costs of contracts, required environment. Leveraging the purchasing power of advertiser: negotiating & buyinganalyzing terms & conditions of each vehicle, ranking vehicles according to net cost, permitting the advertiser to monitor media purchases and budget status with simple direct access.
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Permitting
objective, buying post analysis- negotiations & other economic benefits obtained, efficiency post analysis- role of media in marketing mix,
Contributing
market place including control, together with advertisers & media owners of media research to guarantee its accuracy & usability.
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of main activity/brands of the products & services of the business. Distribution network Clients- current & potential prospects Competitive environment for each of the market in which it active.
of the general advertising /communication agency Latest creative work Different services of the agency in the advertising/communication domain & their precise objective
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Operational
system & equipment, staffing, IT links with advertisers & media owners
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Thank you. . .
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