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| Assessing Media Buying Options | ||||||||||||||
The questions regarding media buying remain the same, but the answers have changed more in the last decade than any other aspect of the advertising process. An explosion of new media, new buying tools, and new buying firms has been accompanied by hyper-inflation in pricing and deflation in audience delivery. |
(Continued) Sadly, the only elements of the media business that hasn't changed much are the media audience measurement tools: they're still just as questionable as ever. However there has been some progress in areas such as TV commercial tracking, which should benefit those advertisers who aggressively police their buys. |
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| The chart at the right depicts the four ways that media can be bought and the potential strengths of each option relative to the alternatives. The characteristics assigned to each option reflect our experiences as an advertiser managing all four different options at various times.
Of course not all these characteristics can be applied universally. However the chart is intended to serve as guide for an advertiser trying to develop a structure to assess the options for their individual business. McBride & Associates can assist you to choose which buying option will best suit your company's needs based on your media plans, total budgets, and the available choices. |
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| Related Links | Media, Message & Branding | |||||||||||||
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| © Copyright 2003 McBride & Associates |
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