Friday, March 26, 2010

PR Pro Bono Day: Media Buying Basics

Presented by Wendy Payton-Enriquez,
Partner in pearl brand communications

Why buy media now?
  • Because out of sight IS out of mind. Advertisers see the highest growth in sales and net income during and after a recession.
  • You can take advantage of competitive opportunity
  • You can realize long term positive gain
  • You can find good deals
  • You can be a hero to your customers
Do your homework
  • Decide what you want to spend
  • Decide who your audience is
  • Discover what makes your audience "tick" - demographics and psychographics
  • Determine what your end game is: awareness, influence public opinion; drive traffic to Web site or storefront
  • Determine media vehicles based on the reach and frequency, gross ratings points, cost
  • Build your roster - use your reps as your consultants, use their data to your benefit
Think strategically
  • Own a medium or outlet
  • Look for exclusivity
  • Choose quality over quantity
  • Be picky
  • Don't overextend
  • Don't skimp on creative
  • Don't be afraid to try something new

Go for it!
  • Use written insertion orders
  • Hold media outlets accountable to performance
  • Make adjustments to your plan
  • When all else fails, call in the experts

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