Media Buying and Placement Buffalo NY
Media planning and buying is finding the correct balance of simplicity in the details. In a nutshell, sending a message to the target audience includes the right delivery under cost constraints, solid research, and reliable evaluating tools and the latter elements are all part and parcel of media planning and buying. There are various practices that will help a company deliver their product and message to the audience. The key to effective media planning and buying is choosing the right chemistry from these tools to get your brand across.
Buffalo Tales Magazine
19 Tremaine Ave.
Abbey, Mecca & Co., Inc.
17 Grove St.
Lamar Outdoor Advertising
289 Exchange St.
Quinlan & Co.
500 Aero Dr.
6728 Akron Road
2490 Delaware Ave
IBC Digital, Inc.
230 Perry St.
Eric Mower and Associates
Key Center at Fountain Plaza
197 Belvoir Rd.
Small businesses who want to break their product into the market buy competitive advertising spots. With an ever-increasing number of media outlets spurred by new technologies and practices, evaluating the effectiveness of your advertising campaign can be very complicated. If your company does not have the capacity to produce a media buying department, there are media buying agencies and freelance media buying professionals that you can employ to purchase your ad time and space.
If you choose to go the in-house route, there are several pointers that you can follow. First, realize the magnitude of the task. A media buying process requires patience, analytical skills, number crunching ability and effective communication skills. As you prepare for you media buying pitch, you should be able to define your target audience to the most relevant details.
While you may have the assumption that conventional media can give you the most impact, there are other media outlets left untapped that might be effective to your media planning campaign. Consider media alternatives such as the internet, cable TV, bus ads, and circulars. Not every media outlet is appropriate to your business model or target audience. Furthermore, each media outlet represents a different landscape that may or may not work for you.
Media buying and planning is a specialized skill. Effective media buyers have to delve into the complications of statistics while having the gut to make critical decisions. Reliable research is the first key in ad buying. Choosing the right set of data is prerequisite to sound analysis and strategies in your media planning. Media buyers cannot act on their strategies if they are not confident with their research data.
Once the media planning process takes effect media buyers work on two things. These are scheduling, and actual placement of the advertisements. The time-space principles in media management are not simply a "choose and match practice." Effective media buyers have the knack for capturing the moment and working on their ad timing.
While an in-house media buying process may determine their data, media plan, ad placement, and timing, professional media buyers are still preferred because of their negotiation skills. Knowing the inner workings of the industries and having established contacts to get the best deal possible does not happen overnight. Upon successful negotiations and payment, the media strategy is reviewed and evaluated for impact.
As a media buyer, selecting the right form of media outlet for your product involves knowing the advantages and disadvantages of each.
Newspapers have an established audience (readers stick to their routine paper), deliver a sense of immediate need, have flexibility in advertisement schedule, allow advertisers to tackle the message in depth, and can have ads placed on appropriate sections. However, they have limited demographic impact, are less stimulating than other media forms, and have a short shelf life.
Radio is a localized form of media that targets a specific geography. The message can pass through mobile forms such as podcasts, cars, home, and schools. Radio is also a more personal form since the audience usually relies on their favorite disk jockey or news reporter. In addition radio advertisements have less production costs. Television advertisements are visually stimulating, have higher reach capability, and can target a very specific audience from a wide audience segment if done correctly.
Outdoor media such as billboards and streamers has a broad reach with its 24/7 exposure, can be strategically placed for geographic impact, and can be altered so that the message is localized. The down side of outdoor media includes stripped down message, high production cost, longer lag time, and inflexibility in terms of editing or making copy changes.