Question

Topic: Strategy

Locating Media Buyers / Right Person To Pitch To ?

Posted by Anonymous on 1/26/2009 at 5:29 PM ET 125 Points
I have a concept for a co-op printed ad campaign for national businesses and need to find the right people to speak with to present the idea to -- and get them to hand over a check.

When contacting large companies, who do you ask for when soliciting ad work... or do most if not all use ad agencies with media buyer/planners?

And what do they want to hear and see from someone who wants their money? I'm confident that what I will be offering to them will go much farther and provide a greater return that a one-shot magazine ad that costs 4x as much or more.

Do media buyer/planners hang out on any particular message boards or forums (other than this one)?

Tks. in advance.





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RESPONSES

  • Posted by BizConsult on 1/27/2009 at 12:40 PM Accepted
    The majority of larger, national companies will rely on their ad or media-buying agency for planning and buying on everything from strategy to tactical recommendations and execution. Some do have their own internal media departments (which replace the agencies) or have functional specialists who work with the outside agencies.

    As with any other media pitch – you need to demonstrate how your offering is a better solution to meet client needs: i.e., based on its ability to better reach/target specific consumers, deliver higher customer engagement, measurability, and ROI (combination of lower costs and/or higher response).

    Try the following sites for E-newsletters/blogs/forums and general media information:

    www.medialifemagazine.com

    www.mediaweek.com (Two of the larger, more targeted media planning/buying sites)

    www.adage.com More general advertising info – but another site that will provide useful info/links

    www.nl.clickability.com (see Blogs and Newsletter signup at upper right)

    www.cynopsis.com Subscribe to their RSS feed / newsletter

    Best of luck!
    -Steve
  • Posted by BizConsult on 1/27/2009 at 4:30 PM Member
    Here are a few more Media resources:

    www.dooce.com

    Mediabistro

    Mediapost has multiple news letters – online media daily, marketing daily, media daily news, mobile insider, video insider, etc.

    IAB Smartbrief

    Center for Media Research

    Adrants Daily

    Television Week

    iMedia Connection

    RBR epaper

    TVBRepaper

    Radio Ink

    MarketingCharts

    BroadcastingCable

    and, of course the 4As at www.aaaa.org

    Regards!
  • Posted on 1/29/2009 at 2:00 PM Author
    Thanks for this information. Helps tremendously.
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