subject: The Perfect Media Planning Buying [print this page] The Perfect Media Planning Buying The Perfect Media Planning Buying
Prior to the late 1990s, media planning buying was the task of the media department of any given advertising agency. The splitting off of media agencies from the creative ones is often referred to as "unbundling". In 1999, WPP Group created MindShare from the media departments of its two advertising networks, Ogilvy & Mather and J Walter Thompson, now JWT.
Why Media Planning Buying Works
Media planning buying comprises the two functions of planning and buying for media advertisement placement. This sounds relatively straightforward but in recent years, has grown rapidly in both breadth and depth of choice as media planning buying seeks to find and place the most appropriate media products for a client's brand or product.
The focus of media planning involves several areas of expertise to determine what the best combination of media is to achieve the given marketing campaign objectives. Typical media planning questions include:
How many of the audience can I reach through different media?
On which media (and ad vehicles) should I place ads?
Which frequency should I select?
How much money should be spent in each medium?
In answering these questions, the media planner then comes to an optimum Media Plan that enables him/her to deliver on the client's objectives.
The focus of media buying involves the procurement of the best possible placement and price of a piece of media real-estate within any given media. Typical media buying questions include:
How do the factors of station formats, pricing rates, demographics, geographic, and psychographics relate to the advertisers particular product or service objectives?
How can I get more for this spend or budget?
Is spot, regional or national going to best leverage the existing budget against the delivery of the business objective?
What is the state by state comparison of these various factors plus rates, demand of leads, space, time, and state licenses?
In answering these questions, the media buyer can negotiate price and placement to ensure that they deliver the best value to their client.
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