Media Planning and Buying

AD Pepper Media International NV Anglia Television Group Plc Avesco Plc Bec World Public CO Limited

Doubleclick Inc. Katz Media Group, Inc. Lusomundo Media Sgps SA SPORTFIVE SA

Tempus Group Plc Ubc Media Group Plc Xraymedia.com, Inc.

Guide to Media Buying

Ensure a successful advertising campaign by choosing the right media
By Sheila Callahan

The success of your advertising often comes down to smart media buying. Choosing the right venues for your ads and getting the best prices can mean the difference between a ho-hum campaign and one that gets results. Too often, media buying is hit or miss.

Ads are placed simply because a salesperson calls. But without a plan, your efforts are likely to fail. Effective media buying requires that you develop a plan that's based on:

1. The medium's target audience.
2. The medium's reach.
3. The timing of your ad placement.
4. The frequency of your ads.

Action Steps

The best contacts and resources to help you get it done

Television Television is the No. 1 advertising medium in the nation. For the most economical and targeted media buys, try cable and local network affiliates.

I recommend:  Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.

Newspapers Newspapers are the primary advertising medium for businesses, such as retailers, that want to reach consumers in their local area.

I recommend:  MediaSpaceSolutions.com buys, places and verifies display advertising in nearly every newspaper published in the U.S. and offers a free online media planning tool with comprehensive newspaper information. Its MSS-Standby service generates discounts of up to 80 percent. MediaBids.com offers exclusive deals on newspaper and magazine advertising buys with more than 1,300 newspapers nationwide.

Radio Radio spots can be an advantageous media buy for businesses that want to solicit an immediate response to their ads, prompting impulse buys or inquiries. Choosing the right station and the right time of day to reach your target audience is critical to a successful media buy.

I recommend:  Look up the current addresses, station names (including call letters), broadcast times, frequencies and formats at Radio-Locator.com or at Arbitron.com, where you can also get market info and commuter profiles for radio markets. By radio spots at a fraction of the cost at Bid4Spots.com.

Magazines National magazine rates can be prohibitively expensive for a small business, but local and regional magazines can be an ideal media buy. Ask for a magazine's media kit — which offers information about its circulation, readership and rates — and editorial calendar — which tells you what topics are going to be covered in each issue. These materials will help you target publications and specific issues that make the most sense for your business.

I recommend:  NovusPrintMedia.com is a print media buyer that works with new companies and doesn't charge a fee or a retainer for its services.

Out-of-home If you're hoping to build your brand, target consumers on the go or influence real-time buying decisions, out-of-home advertising could be the ticket. Out-of-home media includes billboards, airplane banners, vehicle signs and wrapping, bus benches and running ads in movie theaters or on interactive kiosks.

I recommend:  Discover the many types of outdoor advertising available by clicking on "outdoor media search" at the Great Outdoor Network and locate outdoor media vendors at OAAA.

Internet One of the keys to a successful Internet advertising campaign is buying ads on the right Web sites. Avoid buying ads on major search engines or general consumer Web sites. A better approach is to buy ad space on smaller sites with specialized content that's geared to your target market. Banner ads typically are sold in units of 1,000 visits. The size of both your ad and your audience can affect its price.

I recommend:  Microsoft Banner Advertising and Yahoo! Advertising offer access to targeted segments within large banner advertising networks to make placing your ad easy and convenient.

Nontraditional In order to stand out from the crowd, many advertisers are turning to nontraditional media, including blogs, product placement, media-sponsored promotions.

I recommend:  KSLMedia.com goes beyond the basics of media buying by securing product placement and media promotions.

Hire a media buyer As a small advertiser, you don't carry much clout. If you're planning a multi-media advertising campaign and want to get the best rates, consider hiring a media buying firm. These companies boast established relationships with the media and wield serious negotiating power.

I recommend:  Although most media-buying firms target big businesses, WorkingMediaGroup.com will work with advertisers placing a single ad.

Tips & Tactics

Helpful advice for making the most of this Guide

• The rule of thumb is that a print ad must run three times before it gets noticed.
• Radio advertising is most effective when run at certain times of the day or around certain programs.
• Remember that impact counts. Does the ad appeal to the senses? Does it look and sound good?