Media Buying

Media Buying is more than a transactional function, it is the undertaking that confirms if your strategy and planning can be delivered as you envisaged. Many view media buying as a transaction, almost like booking an airline ticket. How far from reality this is. Good media buying will involve checks and balances, ensuring that rates, concessions and value added components line up to deliver the best possible ROI. Media Buying also takes into account what is happening at that time with that medium in that market. Market conditions can change from the time you undertook the media strategy and media planning. Don't assume that everything is still the same. Check and recheck the requirements for the media buy and always ask the question...what else can I do to ensure my ROI is the best it can be. A good media buyer will have a second sense of what is happening at the critical time of the buy and check that the foundation of the campaign is rock solid.