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Concept
Media buying
Summary
Media buying refers to the procurement of advertising on mediums such as a television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising etc. It also includes price negotiation and the appropriate placement of ads based on research to reach the right audiences considering the product, service and message being advertised. A media buyer is tasked to perform such activities.
Media buyers negotiate and purchase advertising spaces across a mix of traditional and digital media to ensure that advertisers maximize performance against their campaign goals.
Rates, demand of leads, space, and time, and state licenses vary by state. National media buyers need national media planning to generate national media marketing strategies and national media advertising that can be adaptable from area to area but also work on a national level.
There is an apparent distinction between general marketing media buyers and direct response media buyers (DRMB). General market media buyers enact or actualize media plans drawn up by media planners. They negotiate rates and create media schedules based on a media plan constructed by a media planner. Through the media planner, general market media buyers rely on published cost per point guides. An experienced DRMB knows which stations generate a specific quantity of response and knows within reason, the break even point of the expenditure versus the return. With that information, the DRMB is efficient in negotiating a functional rate and in purchasing media from the appropriate stations. The DRMB attaches unique phone numbers to each station they purchase media from and track the sales, and make adjustments to the media plan and schedule as necessary to optimize results. DRMB can be short-form or long-form, although long-form is becoming increasingly unpopular. With these differing methodologies, direct response marketing can be considered a specialized arena - although some agencies considered to be DR-focused also execute and implement general deals.
Official source
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