Media Buying

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Business Finance

Description

You have been assigned the task of purchasing media for your client’s advertising campaign. In a two to four-page paper, discuss the steps you would use in determining how you would select a media venue. Describe each of the five W’s for your media planning. Describe the three most important rules of media buying and why they apply to your client. The paper

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Explanation & Answer

Attached.

Media Buying
Thesis statement: While purchasing media for an advertising campaign, it is important to follow
some basic steps that ensure that the selection of the media venue to use is done effectively. One
also needs to understand the five W’s of media planning as well as the rules guiding media
buying.
1. The steps to use in determining the media venue to be selected
2. Description of the five W’s for media planning
3. The three most important rules of media buying and why they apply to the client


Running head: MEDIA BUYING

1

Media Buying
Institutional Affiliation
Date

MEDIA BUYING

2

The steps to use in determining the media venue to be selected
While purchasing media for an marketing campaign, it is vital to follow some basic steps
that ensure that the selection of the media venue to use is made effectively (McAllister and West,
2013). The first step is identifying the market for the promotion. This will involve knowing the
age of the target market, their sex, their income levels and the likes.
The next step is researching the target market. Researching on the target market can be
done by either using primary research, which means that the person who needs the information
does the research himself or secondary resea...


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