Out of everything we do, I think media buying would have to be one of the hardest services to communicate to clients. So often we hear stories of great opportunities to get a cheap advertisement or a package that contains 100 free bonus spots. It all sounds wonderful on the surface but do you really know what you’re getting for your money?
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
How do you evaluate placing an advertisement in your local paper, or any printed medium for that matter? My guess is that more often than not price is the deciding factor, but do you consider value for your money? Do you know how many people you are reaching with your dollar? Do you know whether another newspaper could have reached more people for the same amount of money? Do you know whether the publication is right for your target market? As the person charged with making this decision for many of our clients, let me pass on some wisdom for making better informed print
advertising decisions.
In terms of planning an advertising campaign, buying media is an art as much as it is a science – there are many variable which come in to play that determined the success, or potential for success of a campaign. The potency of any advertising campaign can be determined, if all other things being equal, by the reach and frequency of the execution. Most media campaigns start with a finite budget, where the reach and frequency of the media buy have to be weighed against each other to provide the optimal balance between the average number of people exposed at least once to the advertisement over a specific period of time and; the number of times the average person is exposed to the advertisement over a specific period of time. While a perfect balance is near impossible to achieve, the one Golden Rule to remember here is: reach without frequency = a waste of money. But there are always exceptions that break the rules!
I’ve always though of myself as being a tech savvy kinda guy, keeping myself abreast with the latest technological developments. Lately, and I don’t know if it’s part and parcel of getting older, but it seems that the world is finally catching up with me; innovations which I thought were only for the Gen X’ers, Y’s and technophiles are being used by everyone.
We’ve all been hearing about Digital TV recently – what it is, when it’s coming, and what it means for us, the agencies, and you the advertisers. Digital Radio is another of these amazing developments being discussed in media circles, which deserves some explanation and interpretation.
Well here we are in 2009. We’ve eaten a bucket load of prawns, filled our bins with a few trees worth of wrapping paper and probably had too much champagne, but nevertheless, we’re ready to take on the new year. So what will 2009 bring in the world of advertising and marketing?
It was of course our invention. We the people created him. Stout, unshaven, long haired and dressed in a ‘not so stylish’ red suit with a buckle that would make a bikie gang happy. He lands on your roof, enters your home by subterfuge, eats your bickies, drinks your milk and shoots through leaving only gifts for the whole family. Wonderful, harmless, benevolent, wishful and special.