MEDIA BUYING THEORY

Any media buying strategy will revolve around two basic quantifications: reach and frequency.

Reach, very simply, is the number of people who will see your ad.

Frequency is the number of times each of those people reached will see your ad.

In today’s saturated media markets, with more and more media outlets airing more and more advertising, the key to effective advertising lies in creating an effective message and repeating that message in a variety of ways as often as possible.

In other words, reach is important and cannot be undervalued but frequency is king.

It is far more effective for 20 people to hear a message five times than for 100 people to hear a message once.

A 2001 study funded by Microsoft suggests that the average individual needs to be “touched” by a message (through any variety of advertising and public relations “hits”) between six and twenty times to create awareness and prompt action.

MEDIA BUYING STRATEGIES

The first thing to understand about how The M Network buys media is that very little of it is based on gut instinct or personal feelings. While we understand that there are cases where a client may prefer to buy one media entity or another because of some professional or political relationship between the client and that media outlet, the vast majority of the strategies we recommend are based entirely on research and best-practices and are backed up by years of experience and millions and millions of dollars invested in successful media campaigns around the country.

For more information on our media planning and buying services please call us at 305.571.1455 or send us an email at info@theMnetwork.com.