What is Media Agency?
A media agency makes sure a marketing message appeals to consumers, appears in the right place, at the right time and that the advertiser pays the best possible price.(MediaCom)
Role of a media agency:
A media agency is responsible for the strategic recommendation of media activity for your campaign. Working from your brief the planning process involves analysing the audience objectives and balancing the reach, frequency and costs of media options to deliver a detailed media plan that maximises advertising exposure and impact.
Key components of the 21st century media landscape
The media landscape of today can be divided into five broad categories:
1 Print – national and regional newspapers, consumer magazines, B2B magazines
2 Radio – national, regional, local and community
3 Television – national and regional
4 Internet websites – news portals
5 Citizen journalism – blogs, social media, etc.
Media Landscape in Finland
Best Media Agencies
According to Campaign magazine (world’s leading business media brand serving the marketing, advertising and media communities)
Organization and elements of Media Agencies
Advantages and Disadvantages of Media Agencies
The Benefits of Outsourced Marketing Services
A good agency will be able to apply their specialist knowledge to your business. They know how to utilize the newest methods right for your market,
+ Have the latest technology
A good marketing agency will have access to specialist information technology packages to coordinate and maintain your marketing strategy. These services will help save costs and also ensure you connect with potential customers in the most effective way.
The Disadvantages of Outsourced Marketing Services
Adopting outsourced marketing can be costly if the approach is sporadic and uncoordinated. Fail to invest time in proper planning and you can end up with stop-start bursts of activity – leading to a far greater cumulative cost than an effectively maintained strategy.
Risk with having marketing output that doesn’t properly reflect the needs or identity of your company. Working closely with a good marketing agency should support your marketing strategy with a process that is appropriate, repeatable and transparent.
– Choosing the wrong agency
Wrong means an agency that lacks the all-important capacity and capability to meet your needs. Or one that isn’t focused on your goals. So make sure that the agency you choose has the right mix of values, vision – and that it can verify that it genuinely has the experience and expertise to grow your business.
What are the tasks of Media Agencies?
Media agencies focus was on their ability to buy media space cheaper and more efficiently than the mainstream advertising agencies
As the sector developed media agencies added planning skills and an understanding of consumer behaviour to their skillset. By understanding what motivates a target group of consumers as well as the media they watch, read or hear, media agencies became a vital source of communications advice for all types of advertisers.
Today the role of the media agency is central to the development of effective communications. By understanding what will motivate consumers to change their behaviour as well as the best places and times for any message to appear, media agencies are helping to maximise the effectiveness of their client’s marketing messages.
What is Media Mix?
Combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign. (BusinessDictionary)
A media mix is the combination of communication channels your business can use to meet its marketing objectives. Typically, these include newspapers, radio, television, billboards, websites, email, direct mail, the Internet and social media, such as Facebook or Twitter. Combining these channels in a media mix enables you to communicate in the most effective way with different types of customers and prospects at different stages of the purchase decision, according to Entrepreneur.
How to create a Media Mix
Every advertising medium has its pros & cons. The decision on which advertising mediums to select when creating a media mix relies on the following factors:
1. The brand’s marketing objectives – Whether or not a medium should be put to use, and how it can benefit a brand is greatly dependent on your end objective. For example, if you are a brand with nation-wide presence and want consumers to be aware of your new brand positioning – the mediums of choice would be TV & Print to reach a higher audience and create larger impact.
2. Who the target audience is – Deciding what mediums to advertise on should depend on who you want to target and who is interested in buying your brand / product. Based on consumer demographics, pick mediums that they are most likely to engage with.
3. The marketing budget –A media mix lets you choose the most efficient mediums to deliver results that you set your eyes at.