Buying
Buying is a function of Advertising
management. Buying is the sourcing of the best
possible placement and price of a piece of media
real-estate within any given media. The main task of
Media Buying lies within the negotiation of price
and placement to ensure the best possible value is
secured.
The Media Buyer the job and what it entails in
London
Buyers are the individuals responsible for
purchasing time or ad space for the purpose of
advertising here. When planning what to buy, they
evaluate factors based on station formats, price
rates, demographics, geographic, and psychographics
relating to the advertisers product or service
objective. The Media Buyer optimises what is bought
and that is dependent on budget, medium (radio,
internet, TV, print), quality medium (target
audience, time of day for broadcast, etc.), and how
much time and space is wanted. Media Buyers can
purchase spot, regionally, or nationally.
There is a distinction between General Marketing
Buyers and Direct Response Buyers.
General Market Media Buyers enact or actualise media
plans designed by media planners. They negotiate
rates and create media schedules based on a media
plan constructed by a Planner. Through the
Media Planner, General Market Media Buyers rely on
published cost per point guides which, are often
based on benchmarks, and rather outdated models. An
experienced Direct Response Media Buyer knows what
stations generate a specific quantity of response
and knows within reason, the break even point of the
expenditure versus the return.
Media Research Planning can be done by Media
Buyers as well as Specialists. Depending on
product and service, Media
Specialists must do a fair amount of research to
determine how best to spend the allotted budget.
This includes research on the target audience and
what type of medium will work best to reach the
largest amount of consumers with the most effective
method. Planners and Specialists have a
vast array of media outlets at their disposal, both
traditional media and new media. Traditional media
would include radio, TV, magazines, newspapers, and
out of home. New media might include Satellite TV,
cable TV, Satellite radio, and internet. The
internet offers a number of Online Media that has
surfaced with the improvement of technology and the
accessibility of the internet.
All the major marketing services holding
companies own specialist media-buying operations.
The Media Shop - the London Experts
The Media Shop is one of the UK's leading
independent specialists. Our 20 strong
team provides intelligent, hard hitting media
solutions to a wide range of consumer-orientated
brands and businesses – consistently delivering
exceptional value for money and original alternative
ideas too.
While our buying skills more than match those of the
giant multinationals, we operate quite differently
and far more personally. Every campaign is
tailor-made precisely to each client's brief (rather
than shoe horning clients into some bulk bought
media deal) and every client is guaranteed close
management at senior level. |
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