Media Planning and Buying
Media planning and buying is the process of strategizing, negotiating, and purchasing ad placements, or “inventory.” When planning what inventory to purchase, planners must take into consideration the product being advertised, target audience, and campaign goals. In advertising management, media buying is the procurement of media inventory. The media buying function negotiates price and placement for advertisements.
About Media Planning
The first thing we do, using a combination of world class research techniques, deep experience and analysis is to determine with our clients who their most likely, or most desired, customers are. We are then able to determine which media these potential customers see, read, hear or engage with the most. This is the media planning of a campaign; we ‘plan’ advertising campaigns that reach intended audiences, with the minimum amount of wastage.
After this initial planning stage, we then work alongside creative agencies, which actually make the advertisements. It is our responsibility to get the adverts on to the television screens and radio, in to the press and cinemas, on to billboards and poster sites, and online. This is what we call media buying.
About Media Buying
During the buying stage, SM Global negotiates the best possible prices with media owners such as television and radio stations, magazine publishers and website owners for space or airtime. Because executives at SM Global are opportunist and good at negotiation, we are able to buy media at an incredibly competitive price. Even so, we always look for ways to innovate to reduce costs further and increase the effectiveness of advertising – whether on screen, outdoors or online.
Why hiring an Agency is important for Media Buying?
Accurate Audience Definition
Advanced TV & Media Management
Data & Analytics Oriented Strategies
Cost saving In procurement of media space
Benefits of working with SM Global
- Media planning and buying are just two aspects of advertising. A full service marketing agency can provide more aspects – PR or ad production for example.
- Specialist agencies tend to represent better value, because the client isn’t also paying for services (and overheads) they don’t use – as is the case when larger agencies are employed.
- Smaller agencies are often the experts in their field. Size is no guarantee either way (there are of course excellent large full service agencies), but at the very least you will be paying more, for no appreciable increase in quality of work.
- We have a highly experienced, talented and flexible team which works in pragmatic and result oriented manner to achieve the desired results.
Our Working Methodology
Market research (also in some contexts known as Industrial Research) is any organized effort to gather information about target markets or customers. It is a very important component of business strategy. The first set of information deals with general company information. The types of information you might gather here include: products and services, history and corporate culture, organizational mission and goals, key financial statistics, organizational structure (divisions, subsidiaries, etc.), and locations (main and branch).
Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service. A competitive analysis is a critical part of your company marketing plan. The purpose of the competitive analysis is to determine the strengths and weaknesses of the competitors within your market, strategies that will provide you with a distinct advantage, the barriers that can be developed in order to prevent competition from entering your market, and any weaknesses that can be exploited. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.
Process optimization is still based on process control technology, but the role of online analysis continues to increase. These two elements define the useable information set which can be acquired from the process. Process control systems can use actuators to intervene in the process. Without this capability, even the most intelligent lead generating processes are completely useless in the real market. The latest advances in technology present a whole series of challenges to the sales team. The days when their main task was to call, follow-up and convert are now be long gone. The goal today is not to get the process up and running, but rather to focus on overall performance.
We use monthly reports to inform our clients of the status or progress of one or more projects. This way we maintain a hundred percent transparent environment for conducting business with us. An add on for choosing SM Global as your marketing partner.
We believe in growing with our clients
We should connect!
SM Global will create, and help you implement a growth plan based on your existing baseline, your targets, your pain points and your differentiating strengths. We see growth as a service based on a set of best practices coming from
(a) start-up mentality,
(b) clearly defined objectives,
(c) project management,
(d) data and analytics,
(e) creative traction channel exploitation.