The first six years of my career in this crazy world of Advertising were spent in Media. I love Media. Everyone says “Media is the new creative.” They’re right.
Wisdom comes with experience. When I look back to that frizzy-haired, young naive girl on the brink of her career, there were a few things I wish my media professor would have told me.
5) Learn Google. Quite simply, you can do everything on Google. Share documents, learn the search keywords users enter to find your website, analyze traffic on your website, and that’s only the beginning. Live it. Love it. The more you know, the more valuable you are to an agency.
4) Pay attention. Sometimes, the best media research you can do is outside the office. Watch the people on the subway during rush hour. What are they reading? Are they discussing last night’s episode of The Biggest Loser? I once changed all my ads for a higher education client from the front News section to right next to the Sudoku game because that’s what the young professionals on the subway were doing.
3) You can always negotiate. When I bought my first car in college, I had to bring my mother because I was too shy to ask for a lower price tag. Not anymore. Be bold! You have to ask for what you want in life. I’ve asked for the 10x/year rate when only committing to one ad. The worst the rep can say is no and laugh at you. I’ve asked for first-time special rates, free color, free production, and/or free positioning. One of the best services I can provide to a client is to give them the best placement at absolute lowest rate possible.
2) Think Like A Media Buyer. This is why you get paid the big bucks. You may find a magazine which has the editorial to fit your campaign, but how much of the audience are the decision-makers you need? Who are the decision makers? A more overall expensive magazine may have the lower effective CPM when you calculate cost against your target audience. This is how you need to think.
Vendors are like used-car salesmen. They will tell you everything fantastic about their publication, radio station, etc… and twist information to put them in the best possible light (that’s why they get paid the big bucks), but it’s your job to decipher that info and decide what’s right for your client.
1) There is no clear right answer. This is the harsh reality. Media Buying is an art and a science and the correct answer is never clear. Buying in one magazine versus another may have yielded better results. Maybe you needed to buy that 4th insertion. Maybe you didn’t. You will never know. That’s why researching media outlets and constant monitoring results is so crucial. Take every meeting request from sales representative to learn about their media outlet and what unique opportunities there are. Look into the outlets that worked and pinpoint why it worked. It results were lacking, was it the creative or the placement or the outlet itself?
“What My Media Professor Never Told Me”
posted by idfive April 10, 2012 - 3:51 pm Comments(4)
In a society wherever a fantastic deal of significance has been positioned on higher education and learning, it is a lot more crucial than actually to have a specialized diploma in types decided on discipline or vocation path. If you need to perform in the enterprise area, it is much more important than actually to have a enterprise administration degree.
Once you have finished a business administration degree on-line, there will be a amount of rewards you will begin to observe almost right away. For 1, you will be in a position to complete your every day duties with a renewed sensation of goal and self-confidence. In addition, you will be qualified for a greater placement and better pay. If your task refuses to supply you this, you have the abilities and the qualifications to seek work elsewhere.
The 1st issue that you need to think about is how you are going to collect info about the organization for sale. It does not issue if you are acquiring a simple business, the numbers always set the cost. In purchase to make a safe acquire, it is crucial that you are allowed to accessibility all of the information that you need to have about your business.. This can be difficult when attempting to buy a enterprise for sale by the owner. Some will attempt to just give you the info that you request, however you require to be ready to verify it. The only way to do this is by obtaining direct access to it. If the operator would not permit you see the identical info that they see, it will be extremely hard for you to get the entire photo of the predicament, which leaves you at a dreadful downside.
I still think Ken Jennings can beat Watson.