Planning and executing a successful media campaign or project requires knowledge and expert execution of specific techniques and skills, including understanding of the requirements for proper media research and competitive intelligence, effective planning of media schedules, negotiation of best rates with media companies, monitoring the campaign, accurately tracking and evaluating results, and making smart adjustments based on tracking data to maximize the profitability and success of the enterprise. Some of the most important knowledge and techniques are not generally known by most advertisers, particularly small businesses like health care practices. This article reveals these tips that are the most effective and includes information on the use of experts and other professional resources that help increase the likelihood of a successful outcome for a well-planned and executed media campaign.
Understanding how to negotiate the best rates and schedules for placement of your external media projects can save you a great deal of money. It can also have a huge impact on how much revenue your media campaign generates. The larger your media budget the more you have at stake in properly applying the skill and talent of expert negotiating and scheduling to your media projects.
Negotiating and buying media (eg, television [TV], radio, print, billboards) is a classic blend of science and art. In this article, you learn a great deal about the science of media buying. No one can really teach you the art of media buying. That is why professional media planning and buying agents and agencies earn their commissions.
What is a media campaign?
For the purposes of this discussion, we define a media campaign as a finite period in which one or more media are used by an advertiser in an organized, preplanned schedule to generate interest from a specific target audience in a product, service, program, or event.
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