What are the Media Buying Secrets?

Nearly a century ago department store magnate John Wanamaker said, "I know half my advertising budget is wasted - I just don't know which half." True back then and for most organizations still true today.

But if you could crack the media buying secrets then you would know which half is which and be much more effective in your media spend.

One of the problems is that marketers buy media based on what a gigantic media services company has identified as providing as much reach and frequency as they can afford, in a media vehicle that's ideal for "their" demographic. They pay for it, run the ad, and that's pretty much it.

But what do marketers really get? Sure, they get the time or space paid for - which presumably delivered some audience determined by the reach and frequency. But they get no proof that the people that saw their message were positively influenced by it.

Your company has invested countless dollars in developing and supporting your "brand." Wouldn't you feel better about how you were spending your money if there were some way to insert your brand's values into the media planning process? To take you beyond standard "reach and frequency" thinking?

Planning by reach and frequency alone is flawed, because the media vehicle's values may not be reinforcing your brand - even when the editorial environment and reach and frequency numbers look right.

This is the media buying secret: make sure that your brand and the brand of the media you purchase reinforce each other. But how do you do that?

Brand Keys gives you that media buying secret. It is a new research technology that quantifies the reinforcement that each specific media or sponsorship vehicle will have on your specific brand. It is proven and its use can cut by 50% the amount of space you need to obtain a given level of brand recognition.

For more information download one of the detailed case studies or contact us.