They say that in every type of process, there is an art in it. No matter how hard of easy it is, you must always look at its colorful side. People who took arts related course such as Communication Arts, Mass Communication, and Theater are probably in the Advertising Industry because it is the field that suits them most. And when you ask them what Advertising is, they will probably answer “It is a very vague word that compels a lot of meaning and people often confuse it with media buying”. For the purpose of this article, media buying process will be discussed.
Media buying is totally different from advertising. Media buying is the purchase of advertising from a media company with different mediums such as cinema, radio station, television station, magazines and other websites. Moreover, a media buyer negotiates the price and when and where the advertisement must be placed. If you want to know more about this career you may want to visit https://www.youtube.com/watch?v=25mczSz14wg.
Media buying comes in three stages:
First stage: Pre-launching
Making decision related to advertising cannot be done in just one night. The preparation is the most time consuming stage since it involves in-depth research and proper planning. The success or failure of reaching wider audience for your product/service will depend on your decisions. In this stage, the role of the media buyer is to make wise media choices. His/her goal is to choose the correct media outlet that is fit to the client’s objectives. This stage specifically includes identifying the target audience and deciding how to reach them, in depth research about the competitors, and designing media buying strategy.
Second Stage: Campaign Launch
For the actual launching stage, the media buyer must ensure effective delivery of media and consistent monitoring of the performance of the campaign. This is to determine whether the campaign works for a certain media outlet.
Third Stage: Post-launch Reflections
This is the best time to reflect and evaluate the performance of the campaign- to think about the positive and negative impacts of the advertising campaign in terms of delivery, media space, and return of investment and customer engagement.