Media Buying & Planning

Providers listed in this section are primarily engaged in media planning and buying activities. These include determining the optimal method of promoting client products and services in what is traditionally referred to as 'above the line' advertising and then negotiating and purchasing advertising space or time.

Above the line advertising is designed to reach a mass audience through media such as print, TV, radio, digital, social, mobile and outdoor. This marketing category does not include media buying and planning associated with 'below the line advertising' in which a product is promoted in mediums other than radio, television, billboards, print and film.

Types of below-the-line advertising commonly include direct mail campaigns, trade shows and catalogs, and targeted search engine marketing.Hiring the services of a media planner benefits businesses as it ensures advertising campaigns are executed effectively across the appropriate media channels. Media planning agencies will review the current trends of your industry and evaluate the most effective media platforms for your audience to get a better understanding of what motivates your customers.

The major benefit of hiring a media buyer is that buyers have solid media connections, which means they’re able to negotiate much better costs and favourable terms for your business. Their network of media contacts ensures advertising outlets work in your best interest at a more cost-effective rate. Media buying agencies streamline the advertising process to save businesses time and money.

By examining the needs, marketing objectives and current competition of your business, media planning and buying agencies benefit your business by coming up with ways to effectively use your advertising budget and ensure your media campaign runs in the best possible manner.

Media Buying & Planning roles and activities

  • Advertising placement services
  • Advertising research and analysis services
  • Advertising space selling (on a commission or fee basis)
  • Media planning and strategy services
  • Media buying services
Providers of above the line media buying may provide these services in isolation as their specialist field or as one discipline amongst several services. An increasing number of advertising agencies are promoting full advertising and media service models.

Each of the specialist listed promote a high degree of competency in media buying and planning and can be contacted for preliminary discussions directly through utilising the contact details provided on their profile template.If you require additional assistance with your selection or a more in depth search then please complete and send on your brief as per our home page and we will get back to your shortly.

Before you proceed to search ?

At Marketing Search we recommend you always take the time to think critically about what you plan to do up-front and be very clear about your goals and outcomes before approaching any provider.

By doing this you will avoid many of those unexpected and un-welcomed bumps and obstacles that arise down the track which inevitably cause cost blow outs and time delays in bringing your project to market.

That said please take a moment to firstly reflect on our Checklist No 1 : Search & Selection of Marketing Service Providers.

Having done some basic research you should now be well positioned to start your search for that ideal partner with and have a better sense of the competencies and attributes required to meet your brief.

We recommend a short listing up to 3 providers be undertaken in your initial search with the aim to further qualify them down to 2. Ask those 2 to then to submit their pitch and proposal in person for your final decision on selection.

Good luck.


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