Over the past few years, many industry experts have discussed the rising importance of media planning and buying to the success of an overall advertising campaign. Having been relegated to the shadows, media planning and buying is now acknowledged as a critical part of the advertising mix.
Many companies use an outside advertising agency and pay them a fee to place their advertisements in the media. That fee is generally 10% of the overall cost of the advertisement which the publication must give to the agency in order to obtain the booking.
So what do Clients get for there money?
When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics and geographic 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, … [Read More]