Wednesday, October 28, 2015

Creating an Effective Media Buying Strategy

Media buying is part of advertising management. Media buyers negotiate, purchase and monitor advertising space and airtime on behalf of their clients. We aim to reach the highest number of people in the target audience at the lowest possible cost. A great media buyer pays attention to detail, spends time researching and can negotiate like a pro. As digital technologies and media consumption habits change, so do advertising opportunities, creating a minefield of interactive marketing complexities. We keep up to date with industry research figures, including distribution figures (newspapers and magazines) and audience figures (television and radio). We build and maintain excellent relationships with clients and media sales companies.

There are 3 keys to a successful advertising campaign:


Your message must be creative and stand out from the pack.


You must place your message where the largest TARGET audience can see it.


Your message must run often enough so people see if a minimum of 3 times before they begin to react.

You can have the best product or service, but if your potential customers don’t see it, they won’t know about your business.

Questions we may ask you:
• Are there specific outlets you are interested in?
• What's your budget?
• What objective do you hope to achieve? (Examples: Create awareness, promote a special event)

Questions we ask ourselves:
• Who is our target market?
• Where can we allocate your budget to achieve your objectives?
• Where will we buy media?
• What components should your media strategy contain?
• What publications or media outlets are best for your budget and objective?
• How much will we spend with each outlet and why?

The first step is identifying the target audience for your particular media campaign and deciding the best way to communicate to that audience. Then we define and plan out the strategy. As your media buys are executed, we keep track of the results and evaluate how your plan and strategy is working for you. If we find that it’s not achieving the desired outcome, we adjust the plan as necessary. It’s very important to ensure the advertisements run accurately so the desired media message is seen and heard by consumers. Negotiating with media sales companies to obtain the best rates and most appropriate media spaces in online, broadcast and print advertising is a high priority. Client reporting and budget management, including preparing costings for clients and producing spending updates throughout the campaign lets you know we are getting the job done. For a successful campaign and achieving the best Return On Investment, the Mullikin Agency is the best choice!

Call the Mullikin Advertising Agency Today at 479.750.0871

Written by Julie Magnuson,
Vice President and Media Buyer of The Mullikin Advertising Agency

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