Do you remember the first time you were asked by your boss to handle the “media buying?” If you had never done it before, it was probably somewhat terrifying. I can remember asking myself under my breath just milliseconds after being asked by my boss. “Why in the world would he want me to do this, I’ve never done it before?” If I had only known where to start and what questions to ask up front, my job would have been a lot easier.

If you’re a rookie to media buying, here are two simple questions to always ask yourself before you start the media negotiation process. Regardless of the media channel you are looking to advertise on, these questions and their answers will always come in handy.

What Is The Goal Of Your Advertising?

  • Think about what you want to accomplish with your advertising and write it down. If you establish a goal, you will have an easier time reaching that goal than if you don’t have a goal at all.
  • Also think about what product or service are you marketing. A simple example of this process might be to drive consumers to a website landing page based on the offer you are advertising. Maybe you want to them to download the eBook to learn more about car buying.The consumer must fill out the form in order to start the download process. In this case, you are proving relevant information to the consumer prior to the buying process, which will in turn get them to trust your brand and hopefully take the next step in the buying process.

In Order For Your Advertising To Be Successful, What Has To Occur?

  • This is a tough question. Remember, advertising is not always designed to sell the product. Before the sale occurs, it must create awareness and interest in the market so that lead generation occurs. Clearly define what has to occur for your brand in order for your advertising to be successful. Is success the sale of a product? A customer visit to a website? An eBook download? A watched video? There are many things to consider. Think about what you want your advertising to accomplish, then set out and do it.

If you are looking for more tips on media buying, YourBrandExposed has en entire eBook called 8 Tips For Media Buying Rookies. There you will find helpful tips to get you started and headed in the right direction. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland




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8 Tips For Media Buying Rookies

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