Friday, February 16, 2007

Return on Your DRTV Advertising Investments

The largest single expenditure of many marketers is allocated toward media spending. But not all advertising investments are effective. Ad content aside, marketers may spend thousands on a direct response television campaign that reaches the wrong people. Or worse yet, they may pay a premium price for mediocre media exposure. Ultimately, to reach the right audience and get the most response, you need to invest your advertising dollars wisely.

Wise media investment means knowing what outlets are available, what spots on each one should cost, and how to plan the right mix of media outlets appropriate for the particular product or service. But when you're busy managing your business or running your department, you may not have the time or experience to make well-planned and researched advertising investments. For this reason, you shouldn't attempt media planning alone. The most successful marketers seek the advice of seasoned media buying experts to ensure the ongoing achievement of their advertising campaign. A multi-channel media buying agency has expertise in buying all forms of advertising.

A seasoned media buyer can maximize the return on your advertising investments. Consider the following four ways a media buyer can help increase the effectiveness of your advertising:

1. Maximize Advertising Profits

With all the media options available today, you need to work with a DRTV media agency who knows how to put together a plan that maximizes the results for your product. When you do it on your own, you won't be able to figure out what will work best for you, and you will probably end up paying too much. Good media buyers have access to information that allows them to secure the best rates and the optimal level of media clearance. Keep in mind; media buyers probably have a long list of clients, so they may also buy time for companies in the same industry in other markets. This is great news for you, because they can then apply what's working in other markets when buying in yours.

Because of their buying power and leverage, media buyers have access to cheaper advertising rates. For example, magazines always have a few pages left at the end of each month to get rid of, so they sell this space at a reduced, remnant rate. While you probably won't have access to this space on your own, your media agency will.

Peter Koeppel is Founder and President of Koeppel Direct