Media Operations/Capabilities for Agency
03-1033069-713

Typically, the largest portion of a companies marketing budget goes
towards buying media. This places a huge responsibility on our media
planning and buying department. Our media planners determine how to
best expose the creative message to the desired target. They determine
what combination of TV, Radio, Magazines, etc., would reach as many
target audience as possible at the lowest cost. The result of their
research and analysis is the Media Plan. Plan effectiveness can be
measured in many ways. Reach: what percentage of the target audience
will be exposed; Frequency: how many times the average individual in
the target audience will be exposed; Effective Reach: also referred to
as ‘3+ reach,’ quantifies the percentage of the target audience that
will be exposed.

Our media buyers take the media plan recommended by the planners and
negotiate its purchase as inexpensively as possible. The media buyer’s
front-line experience often provides invaluable expertise on when and
how to make these commitments. As a client’s media budget can be quite
large, even small tactical changes can result in big savings.