I entered the realm of media buying after working in media for a period of nearly a decade. I never questioned the need to hire an expert to navigate the nuances of media. I did however, as an entrepreneur, question the unusual method by which almost all were being paid. As a background, media buying is a old school business in need of a serious overhaul. Many companies were created around the time that AOL began distributing free trial CDs. While radio and television has remained fairly unchanged, what we define as “media” has expanded immensely.
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.