Media Buying & Ad Sales

Media Buying & Advertising Sales Media planning versus media buying • In media agencies or larger full service agencies media planners and buyers are separate positions - Smaller agencies often combine the responsibilities into a single role • The media planning material we've already reviewed is largely handled by the media planner • Media buyers take the plan/ recommendations and execute it Other things I'd say • Media planning & buying are the "easiest" way into entry level advertising agency jobs - Typically lots of entry level positions are available like these recently posted on Indeed: - https://www.indee d.com/jobs?q=assi stant+media+plann er&l=New+York%2C+ NY&sort=date

Media Buying & Advertising Sales Media buying job responsibilities • Media buyers do work closely with media planners but they usually have separate responsibilities including: - Sharing information with the planner • Buyers have a lot of direct communication with ad sales people about audiences, ad rates, available research, etc. - They share that information with media planners - Making vehicle selections from recommended lists • Planners recommend the media budget allocation (which media/how much $) and lists of possible vehicles within those media (e.g. which magazines, which websites, which TV networks/shows) • Buyers have discretion to choose among these and final choices may depend on rate negotiations - Negotiating ad rates • Buyers negotiate deals, ad rates, etc. with media ad sales people (ad salespeople usually called Account Executives) - Monitoring vehicle performance • Buyers closely track audience measurement results like radio and TV ratings, digital audience delivery, etc. - Post campaign analysis • Buyers assess campaign performance against reach/frequency and other goals • Follow-up with media vehicles/outlets on audience guarantees Other things I'd say • Major media typically provide audience guarantees to advertisers/ad agencies - When the vehicle under- delivers (e.g. the audience is smaller than promised) the advertiser/agency is entitled to a "makegood" • Over-delivery does not result in any additional payment - Makegoods are additional advertising time/space given as compensation for target audience under- delivery

Media Buying & Advertising Sales Media buying and ad sales are two sides of the same coin • Agency media buyers buy ad space/time and media account executives sell ad space/time - Both work with the same audience measurement information we've been talking about • The ad agency is looking to locate the target in media vehicles, the media are looking to show that target is in the audience of their vehicle - Both work toward a common goal; a mutually beneficial deal • notwithstanding the media rebate scandal we learned about early this semester Other things I'd say • For professionals in ad sales/media buying there's traditionally lots of routine, day-to-day activity - Issuing requests for proposals for space/time, submitting quotes, prospecting for new buyers of space/time, completing ad insertion orders - Negotiating deals, meetings, follow-up, agreements, "paperwork", etc.