Media buying
The right medium, at the right time, at the best price: ALCOM delivers your message with greater precison and efficiency.
The proper placement of advertising requires a thorough knowledge of media options. A media buyer must understand the influence of the medium upon the targeted population. At the same time, a buyer must account for the influence of the medium upon the message itself. For example, a magnetic sign and a newspaper advertisement may contain the same words, but they do not say the same thing.
The metrics of media buying rely upon the ratings information made available by media survey companies like Nielson, Birch, and Arbitron. These statistics identify the media consumption of standardized demographic groups and reveal how this consumption is distributed across media outlets. A media buyer interested in reaching adult women between twenty-five and fifty-five years old will be able to determine, for example, which radio station is delivering the needed audience in the greatest number. By knowing this information in relation to pricing from each vendor, the buyer can determine the efficiency of the purchase.
But efficiency is not the only consideration. The chosen time of day, day of the week, time of the month, and even the length of the advertisment are as important. In the case of print media, the size and section of placement as well as the day of the week are equally critical. And each medium has its own standards and rules to which advertisers must conform. Everything from submission deadlines, length or size restrictions, to available space or times of day must be taken into consideration.
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