Why Traditional Media Buying is Still Important
Posted on Friday, August 20th, 2010 in platyBlog | No Comments »
By: Dan Trzinski
The more things change the more they stay the same…The invention of television was supposed to mark the end of radio. Who was going to go to the movies once we had VCR’s? Website marketing is being challenged by social media and mobile marketing. It’s true that emerging and digital media is impacting our media habits, but at the end of the day there’s still a radio in every car and your living room furniture is still arranged around a TV set.
The basic equation of reach and frequency to generate a response to your advertising is still the driving factor and radio and television are still great reach vehicles. The equation has just gotten a little more complicated. Compared to 25 years ago, the average consumer is being bombarded with more than ten times as many advertising messages per day. That means frequency of message must increase dramatically in order to generate the same results. The good news is that we have much more of an ability to target messages and many new media outlets to help us achieve this for very little cost. Reach, however, cannot be ignored or sacrificed if you are going to be successful.
Now more than ever having an integrated mix of traditional and emerging media is the key to a successful advertising campaign. We have entered an era where getting professional help with media strategy and placement has never been needed more, yet the value placed on media buying by advertisers is shrinking. Don’t be fooled by low commission “buying services” that don’t understand the relationship between traditional and digital media…the money you save could cost you way more in the long run by not reaching your campaign goals.
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