Question

Topic: Student Questions

Steps For Media Buying

Posted by Anonymous on 2/13/2005 at 3:03 AM ET 250 Points
I have been asked to put together a media buying handbook and the only guideline is taht the handbook must be laid out is 5 steps or less. Because the handbook must be applicable to any product (or media purchase) I am having difficulty ensuring that I have both covered all the major, necessary points and still included enough detail. The following are what I understand to be the five basic steps to media buying:

1. Research (Primary and Secondary)
a. Research the product and competition
b. Research the company
c. Research the current audience

2. Set Objectives
a. Marketing Objectives
b. Advertising Objectives
c. Media Objectives

3. Determine Target Market
a. Segment heavy, medium and light users
b. Determine whether users and purchasers are separate or identical groups

4. Establish Strategies
a. Determine what media will best reach the target market
b. Compare prices usingt CPM and CPP

5. Execute Plan Using Predetermined Tactics

I am not sure that these steps accurately boil the proces down to its purest form. Does it seem that steps 1 and 3 incorrectly overlap in regards to researching the current audience and determining a target market, and if so how could I fix that? When should the audience be analyzed, researched and targeted?

Thanks!
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RESPONSES

  • Posted by Carl Crawford on 2/13/2005 at 5:58 AM Member
    Hello emilielizabeth,

    Welcome to KHE

    First of all thank you for the way you posted your question, you will get a lot of good answers. I personally don't have any idea about your question because I am only a first year student.

    Anyway it might be a day or so before you get an answer because it is the weekend ( in the states, where most of the experts live ) but be patient and you will get a lot of help.

    We get a lot of student dumping there home work and expecting us to do it for them, it is refreshing to see that I am not the only student who does some work.

    Thanks again

    Carl Crawford

    Ps don't give me any points
  • Posted by Chris Blackman on 2/13/2005 at 7:19 PM Accepted
    Agree with Randall...

    In it's simplest form the process is:

    1. Who do we need to reach?

    2. How COULD we reach them (all methods), takes into account media habits, frequency, reach capability, etc.

    3. Which method or combination of methods is most effective (how we get the reach as high as possible)?

    4. Of these most effective methods, how do they compare in cost-efficiency performance?

    5. How do we design a campaign (strategy) to get the performance we need over the time period the client is demanding?

    6. Get client to sign off, then book the media, traffic the materials, handle the invoicing and payments, conduct post-analysis if applicable...

    Hope that helps

    ChrisB
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