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Spreading The Word: Media Planning, Media Buying, Media Placement

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MEDIA BUYING AND HOW TO STRETCH YOUR DOLLAR THE FARTHEST

Cost effective media buying , planning and placement through the vast variety of media outlets has become a cornerstone in the prosperity of any business. From the multi-million-dollar company that blitzes the airwaves with their brand to the local restaurant whose cuisine is so delicious that it warrants an independent word-of-mouth campaign, getting the word out has always been and always will be a vital part of any company’s survival.

sketch of a generic man working hard to symbolically try and stretch his media buying dollarsEvoking the help of an media buying agency, such as Mary Pomerantz Advertising, will enable your company to communicate with the correct portions of local and national populations and save money at the same time. This will also allow for more effective advertising positioning for your business. A good media buying and planning agency understands the importance of placing a specific emphasis on a target audience. Annually, millions of dollars are wasted on mismatched and ineffective ad campaigns. It is imperative to collaborate with the right advertising firm for your business and allow them to aid your organization to streamline its message. This will provide the platform for a company to connect with the appropriate demographics.

THE NECESSITY OF AN INTEGRATED AD CAMPAIGN

Many business are justifiably reticent about beginning a full-scale media advertising campaign. No company, especially smaller ones, can afford to have their advertisements miss the mark and waste or lose money. A quality media buying agency understands this and will work with your organization to design budget-friendly and incremental campaigns. These will hit the hardest and command the results necessary to achieve a business’s objectives.

Despite how strong the brand or the message is that your company has created, if it continuously keeps reaching the wrong marketing venues no benefits or profit will be seen. Collaborating with the right advertising agency is the perfect solution to ensure that your campaign reaches the right target audience and that it will be as successful as possible.

NAVIGATING THE VAST SEA OF MEDIA

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Whether it’s TV, radio, or traditional news there is a vast sea of media to choose from that will surely fit your advertising needs.

Trying to choose which media avenues will be most efficient and effective for your organization’s advertising and marketing campaign can be a daunting task. Hiring an experienced advertising agency will allow them to create and implement a campaign and spearhead all media outreach. [1]

It is important to view advertising not as an expense, but as an investment. Advertising can greatly increase an organization’s known presence when done correctly. Understanding how and why to choose a specific media channel is a critical component in a marketing and advertising campaign. Some media outlets to leverage include:

  • Television: The major networks are NBC, CBS, ABC and FOX.
  • Magazines: There are over 8,000 just within the United States.
  • Newsletters: This is one of the most precise strategies of reaching a target audience when advertising.
  • Newspapers: There are approximately 3,300 daily newspapers throughout the United States.
  • Radio Stations: Radio is an immediate and effective way to reach a target audience.
  • Social Media: Placing advertisements on sites that acquire a lot of traffic such as Twitter, LinkedIn, Facebook and YouTube, is extremely effective.
  • Digital: Using blogs and websites such as Pandora to advertise has become increasingly popular.

On average, People Spend 11 Hours a Day on Electronic Media.

Once an organization has properly determined its true brand identity and crafted its mission, it can begin to contemplate its target market. Once a specific audience has been carefully selected, a quality advertising agency can best decide how to most effectively reach the market. A recently published study, Nielsen’s Total Audience Report, illustrates that people usually spend, on average, 11 hours a day on electronic media. [2] Taking into consideration that most individuals are only awake for 16 to 18 hours, this is a generous amount of time that is being spent using a smartphone or watching television, among many other electronic media activities. These two mediums are quickly becoming some of the most effective outlets to advertise through.

An increasingly critical and popular method of advertising is search engine marketing (SEM). SEM is the process of gaining website traffic by purchasing advertisements on search engines. [3] Google AdWords is one of the most popular forms of SEM however, most of the general public doesn’t understand what exactly it is and how it can positively impact a company’s advertising and marketing initiatives.

ADWORDS EXPERTISE

Google AdWords is an online advertising program that allows a company to continually grow its business while reaching new markets as well. One of the highlights of this program is that there is no minimum amount needed to be spent, whatever the organization feels comfortable with and has allocated budget wise for AdWords is completely acceptable.

With millions of users being reported to use the program since 2007, many organizations are quickly understanding the benefits Google Adwords.

Google AdWords allows a company to choose specific keywords related to their business, product, service or location. For example, if you own a restaurant in New York City, an advertising agency will choose proper keywords so that your business’s ad will appear when these keywords have been entered. So if someone searches, restaurants near Times Square, your advertisement will appropriately appear. With Cost Per Click (CPC) your company will only be charged when your advertisement is actually clicked on, not just when it is viewed on the search results.

AdWords is an effective tactic that allows an organization to properly control its budget, reach the public when they are looking for a specific type of product or service offerings and continually see reports about the effectiveness of its advertisement. With millions of users being reported to use the program since 2007, many organizations are quickly understanding the benefits of it. [4]

FROM INCEPTION TO FRUITION

For over 20 years, Mary Pomerantz Advertising Agency has been helping clients across the country create and implement unique, memorable and tactful advertising and marketing campaigns.

Mary Pomerantz Advertising will efficiently design the right campaign for your business to succeed and follow it up by planning, buying and placing all the right media to effectively promote your marketing campaign. Mary Pomerantz Advertising Agency can spearhead all of your company’s advertising and marketing efforts, such as media buying, media planning, ad placement, copywriting, content development, logo design, branding, SEO, SEM, social media and website design to help your business succeed. Contact us today at 732-214-9600 to get started.

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