The Most Common Media Buying Question

My first response is that all media work, if utilized the way they are meant to be used. Also, each media should actually be priced the same, against a measure of cost per thousand reach toward your target customer. If they are not priced the same, the media with the higher cost better have solid reasons for a higher charge.

What I’ve been noticing lately is that the top rated outlets of each respective media tend to be doing very well and don’t have to be in line with their rates. However, all other outlets must be very competitive to get a portion of the remaining dollars.

Going back to the original question of which is the best media for me, you need to know your target extremely well today. Who’s your customer? Geography, age, gender, ethnicity, income level, education level, past history of purchasing your product, are all important elements to consider. And of course, what is the budget you have determined you have available to reach this target customer.

It comes down to making sure your company does its homework in knowing your customer and then matching that knowledge against the available media determined by the budget at hand. This calculation cannot be taken lightly and should be done through thorough examination.

It comes down to making sure your company does its homework in knowing your customer and then matching that knowledge against the available media determined by the budget at hand. This calculation cannot be taken lightly and should be done through thorough examination.