When 11/11 starts a project, they evaluate different factors of the media buying based on but not limited to: station formats, pricing rates, demographics, geographic, and psychographics relating to the advertiser’s particular product or service objectives.
The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted. Our Media Buyers can purchase spot, regionally, or nationally. Our National Media Buyers might have to factor in determinates based on a state by state basis. Rates, demand of leads, space, time, and state licenses will vary from state to state. National Media Buyers will need National Media Planning to generate National Media Marketing strategies and National Media Advertising that can be adaptable from area to area but also work on a national level.
We have divide our Media buying department between General Marketing Media Buyers and Direct Response Media Buyers. General Market Media Buyers enact or actualize media plans drawn up by media planners. They negotiate rates and create media schedules based on a media plan constructed by a Media Buying department. Through the Media Planner, General Market Media Buyers rely on published cost per point guides. An experienced Direct Response Media Buyer knows what stations generate a specific quantity of response and knows what is best for our clients, the breakeven point of the expenditure versus the return. With that information, the Direct Response Media Buyer is efficient in negotiating a functional rate and in purchasing media from the appropriate stations. The Direct Response Buyer attaches unique phone numbers to each station they purchase media from and track the sales, and make adjustments to the media plan and schedule as necessary to optimize results.
Media Research Planning can be done by Media Buyers as well as Media Specialists. Depending on product and service of our client, Media Buyers and Media Specialists must do a fair amount of research to determine how best to spend the allotted budget. This includes research on the target audience and what type of medium will work best to reach the largest amount of consumers with the most effective method. Our Media buying department, Media Planners and Media Specialists have a vast array of media outlets at their disposal, both traditional media and new media. Traditional media would include radio, TV, magazines, newspapers, and out of home. New media might include Satellite TV, cable TV, Satellite radio, and internet. The internet offers a number of Online Media that has surfaced with the improvement of technology and the accessibility of the internet. Online Media can include social media, emails, search engines, referral links, web portals, banners, interactive games, and video clips. Media Planners and Specialists can pick and choose what and/or which combination of media is most appropriate and effective to achieve our client’s goal, whether it is to make a sale, and/or to deliver a message or idea. They can also strategize and make use of product placements and positioning. Inserting advertisements as print ads in newspapers and magazines, buying impressions for advertisements on the internet, and airing commercials on the radio or TV, can be utilized by Direct Response Advertisers as well as Remnant Advertisers.