Tag Archives: media buying and planning

Choose the media based on the strategy

Posted on 04/24/2012 by

Each media has a purpose.

Choose the media based on the marketing strategy.

Broadcast TV – To reach the masses with a single :30 spot. Reach is the goal.

Radio – To reach narrowed, targeted, niche groups of people with frequency being the goal.

Trade Publications – One business talking to another.
Cable TV – “Radio with pictures.” Same goal – same objective.
Consumer Magazines – To reach upscale people in their leisure time with high ticketed items.

Outdoor – A “reminder” medium. Similar to a :10 spot in broadcast. Good to reach the masses with reach and frequency the goal.  Read more...

Posted in Author - Laurie Panas-Brackett, Marketing, Media, Promotional | Tagged , , , , , , , | Leave a comment

The Differences Between a 30 and 60 Second Radio Spot

Posted on 02/28/2012 by

Originally published in the Media Buying Academy Newsletter

MediaBuyers many times ask whether they should use :30 radio spots or :60 spots. They need to remember that we use :30 as the main spot length for television, because we have the benefit of both audio and visual. In radio, it takes twice as long to get the message across to the listener, because there is no visual. In radio, :60 is the most used spot length.  Read more...

Posted in Author - Laurie Panas-Brackett, Media | Tagged , , , | Leave a comment

Outdoor Advertising Tip: Use Billboards to Remind & Direct

Posted on 02/20/2011 by

Reposted from Jan 1, 2011

Media Buying Academy’s Bi-Weekly Newsletter by Chris Buddemeyer offers get advice about outdoor billboards use them for what they are best for; reminding prospective consumers what to buy and where to shop.

A Nike billboard showed the latest Nike athletic shoe, white with a Navy blue “swoosh.”  No words of copy.  Just a picture of the shoe with the “swoosh” (the Nike logo) prominently displayed.  This is Nike saying to the public, “Hey!  If you are going shopping for athletic shoes today, don’t forget about Nike.  And here’s a picture of our latest shoe!”  Read more...

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Superbowl Ads 2011…Will this revive Chrysler? (Stay Tuned)

Posted on 02/09/2011 by

By Monte Brackett

Chrysler Eminem Super Bowl Commercial – Imported from Detroit

An astounding VO for an unprecedented 2 Minute Superbowl commercial! 4,450,400 views as of 2/9/11

Overcoming obstacles in life is tough for everyone and this ad relates and holds your attention for the duration. The choir was awesome and the appearance by the Detroit native Eminem… This commercial truly gives inspiration to each and every viewer and went into a very deep emotional level that resonates with Pride and Patriotism synonymous with the Great USA. Congratulations on a phenomenal production and creation to Wieden Kennedy. “Born of Fire” is by far the top pick of the Superbowl commercials.  Read more...

Posted in Author - Monte Brackett, Media | Tagged , , | 15 Comments

Don’t interfere after you have hired a media agent with your media buying and planning

Posted on 10/04/2010 by

by Laurie Panas-Brackett
When a company still tries to deal with the media after they have hired a media agent to represent them – the company suffers.  Read more...

Posted in Author - Laurie Panas-Brackett, Marketing, Media | Tagged | 4 Comments