NOTES ON MEDIA – PRESS
Media Planning and Buying
Much is made by some agencies of their use of specialist media buyers with ‘buying power’ and ‘expertise’. At IBA, we believe that expertise is what Clients expect to find when they come to us in the first place. Media selection is integral to our approach to advertising, as is negotiating a media package that optimises media value within agreed budgets. This is especially important in trade and technical markets where understanding the true power and influence of diverse niche media is rarely revealed by detached dissection of raw circulation figures and advertising rates.
IBA is very much in touch with the current media market, trends and opportunities to maximise your media budget. Of course, in high volume consumer markets where specialist information may be needed, we will locate and harness that expertise in pursuit of the Client’s goals. Remember, on balance, the value of a well conceived, well produced and well implemented advertising program –
incorporating appropriate media selection, is far greater than the hollow promise of ‘bulk buying power’ through uninvolved channels.