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Dear Reader,
"The disposition of the enemy are ascertainable through
spies and spies alone." It is a common understanding
that media purchasing is the simple act of acquiring
airtime, running a commercial, and hopefully generating
sales in order to repeat the cycle all over again in order
to brand a product and accumulate revenue.
However there is a deeper use of media purchasing, a
much more useful purpose and one that every marketer
should utilize in order to gain valuable "foreknowledge"
of what is occurring in his marketplace, and what plans
he should trigger to respond to that marketplace.
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| Scientific Use of Spies |
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The Results of Media purchasing is the Science of
Marketing. It is direct, verifiable information in terms of
REAL financial numbers and customer data that builds a
knowledge base-a scientific perspective-in which you
(the marketer) can launch plans and successfully sell
product without ""Raising a host of a hundred thousand
men and marching them great distances entailing heavy
loss on the people and a drain on the resources of the
state."
Media is your spy, your eye on your marketplace, and
the gateway to your Marketing Soul! Strong words YES!
But media will tell you so many things about your
market, that you must be prepared to accept and
organize all of the invaluable information in order to use
it.
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| The Wheel Turns One Tiny Movement At A Time |
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The Art of Purchasing Media is the first step of this
cycle. It is a tiny step, one airing at a time. The
Results of that airing is the Science, because those
results will lead you to the next step of purchasing
more media. Your media buyer must have the skill to
understand the numbers and his media options-in order
to choose the next airing to buy.
So the next tiny step is taken, and the next and the
next.....All of these small steps or individual airings
start to make up a very large media commitment that
could run into the hundreds of thousands of dollars
each week. The entire media buy is built upon small
individual steps and is lead by results of past airings.
As you increase your media commitment, so does your
risk decrease. This because of two factors: First-the
media buys are added to on the basis of past
successful results. Second-A successful timeslot (on a
station-certain time of day) will yield relatively
predictable results if it has proven successful in the
past.
Last Week's Newsletters »
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| Art Transformed into Science-Your Eye on The Marketplace |
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Fortunately, in the media buying world the results/value
of a timeslot does not disappear like the purchase of a
stock or commodity. The amount of sales a timeslot
produces degrades slowly over time, not suddenly like
the shift in a financial market. This crucial for you to be
able to observe and predict how your marketplace is
behaving.
It is this predictable and ever growing media exposure
that will provide the information you need to trigger
marketing plans, target customers, and generally lay
siege to your entire market. The results will tell you
what to do and when.
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| Divine Manipulation of the Threads |
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"Raising a host of a hundred thousand men and
marching them great distances entails heavy loss on
the people and a drain on the resources of the state.
The daily expenditure will amount to a thousand ounces
of silver. There will be commotion at home and abroad,
and men will drop down exhausted on the highways.
Hostile armies may face eachother for years, striving
for the victory that is decided in a single day. One who
acts thus is no leader of men, no present help to his
sovereign, no master of victory. What enables the wise
sovereign and the good general to strike and conquer,
and achieve things beyond the reach of ordinary men,
is foreknowledge."
Art of War by SunTzu
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