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How Does the Media Buying Process Work?

Creating the best or most effective commercial or ad in the world is only one part of the equation for a PR firm in Toronto. Ensuring your target market actually sees your ad is where strategic media buying comes into play.

What exactly does the media buying process encompass? Media buying involves purchasing desirable spaces and time slots to reach your target market in various media outlets including newspapers, magazines, radio, television slots and online banner ads. Different than the ‘earned’ aspects of your PR campaign, media buying is considered a ‘paid’ component of your marketing plan.

A General Overview of the Media Buying Process

While the following overview is not set in stone, most media buying agencies follow it to some degree:

  1. Planning. This pre-launch stage involves discussing your overall marketing plan and addresses variables such as:
  • Developing a budget.
  • Pinpointing your target market.
  • Determining when, where and the frequency in which your ads appear.
  1. Research. Once you’ve ironed out the details, your media buyer will look into various media channels that reach your target market and evaluate the viewership, credibility and of course, the rates.
  1. Negotiating. Here comes the nitty-gritty part where an experienced media buyer uses her negotiating skills. Meetings with representatives from chosen media outlets will be set up to negotiate the optimal placements at the best available rates.
  1. Launch. Your wonderful ad or commercial is placed, but the work is not done yet. Any good PR company in Toronto will monitor your placement to ensure it’s aired according to your contract.
  1. Follow-up. How did your ad measure up? Did it achieve the goals set out in your marketing plan?

Media Buying Success Factors

A solid, experienced PR agency in Toronto can help you with all steps of the media buying process. Getting help from a company that knows the ‘ins-and-outs’ of the media buying world can mean the difference between raising awareness of your business and building your customer base or having spent a lot of money for naught.

  • Knowing the right people. Ad space is a finite resource, so sometimes it helps to know the right people at various media outlets.
  • Keeping up with the latest trends. The communications world, especially the digital landscape, is constantly changing. Being aware of new platforms and techniques is part of a media buyer’s job.
  • Negotiating on your behalf. A skilled media buyer will ensure you get a fair price and also look into other deals or discounts available. A media buying agency is said to have more clout if they can combine the spending power of other signed clients to negotiate a better deal with the media outlet.

Grey Smoke Media is a leading PR and media buying company in Toronto. With over 40 years of combined experience, our team of experienced media buyers, digital media experts and PR professionals will help you navigate the communications jungle to help your voice be heard.

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