Media Buying vs. Media Planning
If you’re looking for new ways to reach your prospective customers and make a big impact with your message at an affordable cost, there are several options for you to choose from. If your goal is to negotiate, strategize, and purchase effective ad placements, media planning and media buying may be the strategies you need. What is media planning and buying? Here is a breakdown of each method, their differences, and how they work together.
What Is Media Buying?
The process of buying media placements to advertise on television, in publications, on the radio, on web sites, or with digital signage is known as media buying. The main goal of this process is to reach the highest number of prospects at the lowest cost possible.
Companies that are successful with media buying are skilled at negotiating rates for their clients. They also know the market and the value of the spaces that are being sold, and are able to put offers together that make sense for both parties. Networking and building relationships with people in the industry also provides these companies with an advantage, as they have a better chance of getting the best deal possible.
The process includes the prelaunch, launch, and postlaunch. The first part of the process involves media buyers getting the right set of opportunities for a client to advertise. During the launch phase, buyers must be able to guarantee that advertisers deliver on their objectives. The final step, postlaunch, involves assessing how effective the campaign was and reporting back to businesses to provide feedback.
What Is Media Planning?
Media planning involves finding the most suitable media platform to advertise a product or service that a company or client wants to sell to customers. This role typically falls to an outside agency, but some companies do this work in-house as well.
Media planners provide their clients with advice on when, where, and how often a message should be placed. Their goal is to reach the right audience at the right time to get the desired response.
All of this needs to be accomplished within a certain budget so the client is gaining more money than they are investing in this marketing strategy.
Differences Between Media Buying & Media Planning
Media planners consider the products being advertised, the target audience, and the campaign goals when making a purchase. Media buyers manage the initial purchase and make efforts to improve ad performance throughout the entire campaign process. To make sure that a campaign is run as efficiently as possible, both processes are needed. Many companies consider one to be more valuable than the other, but they often miss out on the benefits they can reap when both methods are used.
How Macromark Can Help You
There are some differences between the processes, but they can work together to build a successful marketing campaign. If you require an outside company to handle these processes for you, you should trust one that has worked in the industry for a long time. With over 30 years of experience, Macromark has become one of the leading companies in the direct mail industry. We can help you reach your target audience with precision, at a price that works for you. We utilize our comprehensive list of offerings and work with clients to place effective ads. If you are looking for direct mail marketing experts, you’ve come to the right place. Contact us at 1-(845) 230-6300 to find out more about our print media buying services and how we can help you reach your clients.
Latest posts by David Klein (see all)
- Key Questions to Consider before Running a Comparative Advertising Campaign - December 10, 2019
- What Are the 4 W’s of Competitive Advertising? - December 2, 2019
- A Complete Guide to Comparative Advertising for Print Media - November 21, 2019