media planning & buying

Definition: The process of establishing the exact media vehicles to be used for advertising and executing the purchase of the campaign.

Measuring cost against return is the basic foundational goal of any online media spend. It doesn't matter if your brand is seen at the top of your favorite trade website if no one is clicking on it. Our online media buying team will evaluate, develop and execute an online media campaign that is tailored to your company's needs. We will evaluate, negotiate and purchase online media opportunities that deliver results. We develop campaign analyses, optimization processes, and suggest strategic and tactical changes that will maximize your campaign's performance.

It's important to put together a media plan for your advertising campaign. The three components of a media plan are as follows:

1. Defining the marketing problem. Do you know where your business is coming from and where the potential for increased business lies? Do you know which markets offer the greatest opportunity? Do you need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists?

2. Translating the marketing requirements into attainable media objectives. Do you want to reach lots of people in a wide area (to get the most out of your advertising dollar)? Then mass media, like newspaper and radio, might work for you.

3. Defining a media solution by formulating media strategies. Certain schedules work best with different media. For example, the rule of thumb is that a print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market you're trying to reach. We specialize in targeting all of your online campaigns whether they are mass campaigns or targeted.

Please contact us now for a consultation.