Adam Willhoeft – Toronto Media Buyer
Media Planning is a process of selecting, buying, consulting, executing and strategizing the media for advertisement placement, so that it reaches the maximum number of target audience at minimum cost.
Media Buyers are individuals responsible for purchasing time and ad space for the purpose of advertising. When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertisers particular product or service objectives. The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted. Media Buyers can purchase spot, regionally, or nationally. National Media Buyers might have to factor in determinates based on a state by state basis. Rates, demand of leads, space, and time, and state licenses will vary from state to state. National Media Buyers will need National Media Planning to generate National Media Marketing strategies and National Media Advertising that can be adaptable from state to state but also work on a national level.
