1. BUYING
A sub function of advertising management,
It is the procurement of media real estate at
optimal placement and price.
The main task of media buying lies within the
negotiation of price and placement to ensure the
best possible value can be secured.
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2. NEGOTIATION
 Media buyers pursue special advantages for
clients
 Locate the desired vehicles and negotiate and
maintain satisfactory schedule and rates
PREFERRED POSITIONS
 Locations in print media that offer readership
1-2 advantages
 Preferred positions often carry a premium
surcharge

3. MEDIA KEY PLAYERS
 Media salespeople work for a medium
 Media reps are people or companies that sell
space or time for a variety of media
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4. SKILLS NEEDED FOR
MEDIA BUYER
Relation with media agents
Negotiating skills
.. preferred position
.. extra support offers
.. unit costs / bulk buying
.. flaws
.. vehicle performance
Pulse of happenings in media scenario
Maintaining plan performance
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Schedule and technical errors in handling

5. ELEMENTS OF MEDIA
BUYING
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6. TYPES OF DEALS
Guarantee deals
Bonus deals
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7. MEDIA BUYING
Provide Info to Media
Planner
Select Media Vehicle
Billing & Payment
1-7 Monitor the Payment
Post-Campaign Evaluation

8. PROVIDING INSIDE INFO
 Media buyers are important information
sources for media planners
 Close enough to day-to-day changes in media
popularity and pricing to be a constant source
of inside information
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9. SELECTING MEDIA
VEHICLES
 The media planner lays out the direction; the
buyer is responsible for choosing specific
vehicles
 Choose the best vehicles that fit the target
audience’s aperture
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10. Media vehicle
 A specific TV program, newspaper,
magazine, or radio station or program e.g.
Daily News
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11. BILLING AND PAYMENT
 It is the responsibility of the advertiser to
make payments to various media
 The agency is contractually obligated to pay
the invoice on behalf of the client
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12. MONITORING THE BUY
 The media buyer tracks the performance of
the media plan as it is implemented, as well
as afterward
 Poorly performing vehicles must be replaced
or costs must be modified
 (check the feedback)
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13. POST-CAMPAIGN EVALUATION
 Once a campaign is completed, the planner
compares the plan’s expectations and
forecasts with what actually happened
 Provides guidance for future media plans
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14. CHANGES IN MEDIA
BUYING
Media buying services
Online media buying
Global media buying
Maintaining plan performance
Monitoring audience research
Scheduling and technical problems
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15. BASIC TERMS OF MEDIA
BUYING
FREQUENCY- the number of times a person or
household is exposed to a media vehicle within a
given time period.
REACH- total number of people or households
exposed to your message within a specific period
of time.
CPM- This is an acronym for cost per 1,000
readers/listeners/viewers and is traditionally the
way media sales reps talk about their ad rates.
IMPRESSIONS- the number of exposures among
the people who see the ad, which is different from
audience or circulation.
RATINGS POINTS- These are measures that TV
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and radio stations use to equate one program to
another in terms of audience.

16. CONCLUSION
One of the main features which agencies sell themselves
is the relationship they have developed with media and
media vendors
Negotiating with the media for purchase of space and
airtime
Getting best positions and times at best rates
Media Buyers should have good relations with media
sales reps
As to any buyers, media representatives visits media
buyers and have offers and discounts
16 Online media buyers are more working in a futures market
than print.