Media Buying Service

2007-09-25 14:12:16

( Business )



Media buying is not as simple as purchasing TV or radio advertising spots. It requires a dedicated skill on knowing your target market and their buying behaviors plus considerable knowledge in media programming. A newbie advertiser can easily be persuaded with the promising packages all station sales representatives readily give. Without a thorough insight on what media buying is all about, you could get lost in smooth talk.

Media buying service can be availed at no cost. It’s the stations that shoulder their fees through commissions. So instead of letting the sales reps act as your guide, let media buying agencies and professionals help you decide. There are freelance media buyers and startup advertising agencies that even share their commission with clients so try to negotiate first to cut down on expenses.

If you advertise frequently, you could also consider setting up your own in house advertising agency which would render all media buying service for you. This can be done by getting a separate business license for your advertising agency with a different name from your company to make it more credible to stations. You should also seek other clients to meet advertiser requirements. By setting up your own in house advertising agency, you can save on the 15% commission given to media buyers.

Having a media buyer only means having a professional guide you through. The decision should still be yours so you have to know about the industry and the things you have to consider before signing an advertisement contract. You have to get a grasp of your market before anything else. One tip when buying media is to advertise on different stations rather than focus on one. Get spots primarily on competitive stations but consider the other stations as well. Program schedules and ratings are also major considerations.

Media buying service can be demanding but something smart advertisers should understand.


All rights Reserved © Tradenet Services srl
Do not duplicate or redistribute in any form.