Media Buying

When advertising your product, service, or company it is important to work with a media buying company that has experience and has conceived a distinctive methodology to get you the most media for your money. The media environment is ever changing and expanding so it is also imperative that they be flexible and creative to keep up with the trends.

Media buying is a branch of advertising that deals with purchasing space and time, through some sort of media outlet, for the use of the product, service, or client that is to be advertised. This time or space can be purchased in media platforms such as Internet, television, radio, and/or print. When choosing the platform that they would like to advertise with media professionals are also able to choose whether or not they would like to market their client locally, regionally, nationally, or internationally, depending on what is the best choice for the product.

Making the choice as to what medium should be pursued buyers will evaluate factors such as pricing, the format of the radio or television station, demographics, psychographics, geographic factors, and the amount of money that is able to be spent by the client. It will also need to be taken into account the time of day that the ad may be run and the audience that the particular product, service, or client is targeting.

It is pertinent that a buyer be knowledgeable about the medium, clients, consumers, and the criteria of what needs to go into each specialized ad. There a number of things that go into buying media that are tailored to fit a certain client's goals. One of the first things should be to try to reach as many people as possible. Secondly it is important to know what time you would like your ad to be broadcast or during what program you would like it to be run. It is also extremely important to compare the rates that all of the television stations, radio stations, magazines, newspapers, websites, etc offer so that you and your buyer know where you are getting the best deal. Some of these outlets may even accept the quoted rate of a competitor or let you negotiate upon finding out that they may be charging more than the opposition.

Providing more reach for the clients' budget should be the primary focus of any media buying professional. The firm that you choose should customize a campaign and approach to fit the needs of your company, product, or service and should be able to meet the objectives that you have made.

Kathleen Whitlow is a copywriter and marketing agent of WFofR The full service media buying company provides media planning, media buying, and media research and analysis throughout the nation. For more information on their Media Buying please visit their website.

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