Media Buying: Planning the Buy

Planning media buying for an advertiser is as unique as each advertiser, which creates the need for an individual experienced and well-versed in media buying. There isn’t a set formula that works for everyone absolutely, since each advertiser has their own specific needs that must be accomplished by the advertising campaign. The media buyer doesn’t just buy space or time for the advertiser, but becomes a consultant who works with both the advertiser and the media, and serves as a go-between.

In planning a media buy, several important questions must be answered and many factors taken into consideration. These are:

What is the client’s problem or situation? What kind of budget are they working with? What does the client want to happen as a result of the campaign? How will the advertiser determine the campaign to have been successful?
Who is the product or service designed for (who’s the buyer/end user)? Are there any limitations to the product or service that must be overcome with the ad campaign?
How is the market made up? Is there a viable market for the product, and where are the potential buyers located?
What type of media should be used? What are the most affordable or profitable options for the advertiser? What are the rates, and reach, of each medium? Which medium best reaches the desired audience for the best price?

After gaining answers to these questions, the media buyer presents a plan to the client or account executive to which media should be employed to implement an effective campaign. It takes thorough research beforehand to create a solid plan, and a customized solution for each advertiser. There aren’t any shortcuts in determining the real issues that must be addressed by the media plan, and takes a keen understanding of the advertiser, the product, the market and the media.

The next step is the implementation of the plan. The media buyer determines the schedule for advertising, gets the sign-off from the advertiser to approve the plan, then begins contacting the media to be used. Contracts and insertion orders are completed, and the ad campaign is in progress.

At this point, you might think the media buyer’s job is done – but that couldn’t be further from the truth. The media buying is just one step in the process of implementing the advertising program, which should now be fully underway.

It’s also the media buyer’s job to maintain the consultancy between the client and the media, managing rate changes, adjusting for changing market conditions and monitoring the effectiveness of the campaign through results. The media buyer gives the “heads up” to any potential problems as they arise, and communicates these to the client or account executive so additional changes may be implemented as necessary.

It’s important that the media buyer be included in meetings with the client when the media is being discussed. The media buyer should be prepared to answer questions the client may have, or understand exactly when a change to the media plan must occur.

In order to be informed and help the client with the best marketing solutions, the media buyer spends most of their time listening to clients and media reps, asking questions and gaining information to make adjustments to the media plan. The media buyer may be the agency representative who spends the most time meeting with people on behalf of the agency.