Why Use a Media Service?

Why should an advertiser use a media buying service like
Gaskell Media Management?

TO SAVE MONEY AND GET A MORE EFFECTIVE ADVERTISING CAMPAIGN!

Many advertisers feel sure they can buy and plan media on their own and actually do it better themselves. Are they correct? In almost every case, probably not. Although many advertisers feel low prices are an indication of value, this is not usually the case. Radio commercials running from 7 to10 PM may only cost $5 . Those running in Morning Drive may cost $125 to $225, but one of these more expensive spots will have greater reach than fifty of the overnight announcements and be much more effective and even more efficient in the long term.

Scheduling all your television commercial announcements in the Today Show is a lot cheaper than buying the early news... but it is certainly not better, if you are trying to reach certain target audiences. Why is late news so expensive? If you're buying your own media or your agency can't tell you, it's time to consider using a buying service. In electronic media cheaper is not better.

Each medium has its own distinctive peculiarities and quirks. To mount a successful advertising campaign it is imperative that the media buyer understand the potential pitfalls and qualities of each medium and how to use them to that clients best advantage..

• Most clients know what effective reach and frequency are or how to calculate.
• What is effective frequency for a specific medium?
• When is newspaper better than television? When is radio better than television?
• When is broadcast better than cable television?
• What is an effective media mix?
• What is market spill in and spill out and how can an advertiser use it to increase advertising effectiveness?

These are all questions a buying service can answer and adjust the media to fit the needs of the client.

How do you know if you have the best price? The electronic media is the last bastion of Adam Smith economics. Supply and demand determine prices. A buying service knows what the lowest prices are on a daily basis. Buying services have a number of clients with activity at all times. Buying for this group gives the service "clout" to get the best rates and the best commercial positions. They also know on a day to day basis what the current market conditions are. They are constantly in contact with the media, allowing the buying service to have their finger on the pulse on the marketplace.

• What months have the highest television viewing? What month has the highest level of radio listening? Which cable networks reach a male audience? Female audience? Upscale audience? What kind of frequency makes cable work?
  
• When do you start to lose reach and begin to increase frequency at reach's expense? How many times will you duplicate your audience by repeatedly running print ads in the same magazine?

This is just the start. If you can't answer these questions, you need Gaskell Media Management. It will be one of the best investments you can make.

Call us now: 203-458-3284