Media Buying, Placement, TV, Radio and Print

Media buying and placement is definitely a science that needs to be considered very carefully and made with an experienced company or a media buyer who understands the ins and outs of the media buying process from start to finish. There is more than just buying time on radio or television. Many, many things need to be considered when buying expensive television and radio commercial time. Everything from matching your product demographics to the listening or viewing audience, to finding out where most of your customer base is coming from must be considered before you spend your first nickel.

It makes sense doesn’t it to buy media in the markets, where most of your customer base is coming from? In working with clients in media buying, I was shocked when I asked them the question…what part of the state or country are most of your clients coming from? WOW, we had not thought of relating that to buying advertising…you get the point! Another area to consider is who is going to be answering calls when they come in after business hours? If the process of media buying is too easy, you have forgotten some critical area. MMI specializes in the overall consultation of the media buying process, including telemarketing companies, direct response and tracking services. Ah yes… who is going to be keeping track of all the calls when they come in from your radio or television advertising? And, where are you going to keep track of them? Not to mention, who is going to fulfill all those orders that are coming in? These are just a few of the many issues you must consider during the media buying process. Start with the end in mind first and go from there—remember if even one piece of your media buy is wrong –you will have a problem, the least of which will be losing money!