subject: Ways To Take Advantage Of Media Planning And Buying And What It May Cost You [print this page] The main responsibility of each and every media buyer is to be able to buy, market, or recommend the purchase of media ranging from television, radio, print, internet and outdoors media. Normally, media buyers collaborate closely with media planners who specialize in selecting specific and types of media which are befitting the marketing ambitions of a customer. In this type of media planning and buying, both the media buyers and planners can turn a profit because they earn their income from the media which is bought and sold. Media buying agencies will generally work with other media firms for instance national television networks, cable television services, newspaper publishers, radio stations, site administrators, magazine editors, and any other outlet for media.
In relation to media planning and buying, media planners usually are the ones who ensure that clients buy well-targeted media. However those on the media buying part of the equation must in addition have a general knowledge of the demographic, psychographic, and geographic characteristics of both the customers along with that of the media that they're marketing. A solid knowledge of theories on media usage and consumer-behavior principles have to be exhibited.
Media buying agencies, irrespective of whether for local media buying or national media buying permits the negotiation of the most effective media rates and for maximizing budgets that pertain to marketing tactics. They can either purchase in bulk from all of these media outlets so as to negotiate beneficial rates, set up and nurture business relationships via repeat business, and work with individual customers for example businesses, individuals, or the advertising agencies that represent them.
There are many forms of media planning and buying agencies. The normal type acts like your typical advertising company but with no creative input or nonmedia strategy services and concentrate strictly on media planning and buying. The full-service advertising agency is another type that also involves creative input concerning how the acquired media may be used. In-house local media buying or national media buying sections may also be classified as true media buying agencies, while another form of media company will function alone, canvassing and working directly for their own list of customers.
Media buyers may turn a profit when getting in bulk, even if there are no specific plans as to how that space is going to be used, solely to benefit from bulk rates after they divide the media up and then sell it in chunks. Commissions are also a standard practice of reimbursement, usually at 15% of each purchase made.
by: Ursula Crawford
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