Media Advertising Company, Media Planners, Media Marketing Firm, Advertising Broker
When a business (otherwise known as “the client”) wants to introduce or promote its products or services in the market, it usually enlists a Media Advertising Company. A Media Advertising Company is a service provider which, after assessing the products and services of the business and its intended market, takes charge of designing and developing appropriate advertisements for various mediums of advertising – print, electronic and Internet. It also develops various promotional ideas to capture the attention and interest of the targeted customers towards the products and services of the client. Even though the prime activity of a Media Advertising Company is creative in nature, most such companies today provide end-to-end services in managing the advertising campaign of the client right from the conceptualizing stage through the execution stage and finally the review and assessment of the effectiveness of the campaign stage.
After the Media Advertising Company has prepared the advertisements for the client, the Media Planners step into the picture. Media Planners are specialists who have expert knowledge on the impact of advertisements through different mediums. They also have in-depth statistical knowledge about demographics and understand consumer behavior, which makes it possible for them to correctly assess the intended target market for the client’s products or services. The core job of Media Planners is to develop an optimum combination of media platforms on which to place the client’s advertisements to reach the maximum number of targeted consumers in the most cost-effective manner with the maximum impact. In simple terms, it is the Media Planners’ responsibility to ensure that the advertisements appear at the right place at the right time for the right duration and at the right frequency so as to create awareness of the product and services, which translates into increased sales.
Once the Media Planners have worked out the best possible way of placing information on the client’s products or services in the market, the work of the Media Marketing Firms begins. A Media Marketing Firm typically represents the various media platforms and works towards the selling of advertising space or time on behalf of the media companies. A Media Marketing Firm makes presentations to Media Planners, Media Buyers and Media Advertising Companies in order to sell advertisement spots on behalf of their media clients.
Alongside the Media Advertising Companies, the Advertising Broker also plays a key role in the placement of advertisements in different media. An Advertising Broker acts as a middleman between advertisers and the media companies, akin to a wholesaler who buys goods in bulk and then divides them for retail sale. An Advertising Broker negotiates and buys either time or space on various media in bulk and then resells them to separate advertisers. In this way, the Advertising Broker saves the media the hassle of looking for buyers for their advertising space and allows them the freedom to focus on their content instead. At the same time for advertisers, the Advertising Broker ensures cheaper rates for their advertisements than what they would have obtained had they approached the concerned media platform directly.
The article is written by Nicoln George, associated with Media Brokers International, Inc. Having understood the functions of Advertising Broker, a Media Buying Agency and Media Buyers, we can appreciate the amount of application, research and responsibility held by employees of this industry.
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