Are Media Advertising Packages a Good Deal?

Are Media Advertising Packages a Good Deal?

As a business owner, you may be bombarded with television, radio, billboard, or other media package sales pitches. Often those packages are a mix of spots put together by a station or company. The packages make more money than selling individuals spots for the company. For you the customer, it can be good or it can be a real waste.

How do you know if a media package is a great deal or too good to be true?  If the first words are FREE or no additional out of pocket cost, then stop before proceeding!  Nothing is free, at least long term.

When reviewing a media package, ask yourself these questions:

  • Does the package fit within the company’s overall marketing strategy?
  • Will the package help achieve the set goals and objectives?
  • What audience does the package reach and is this who we want to reach?
  • Where does my customer base live and does the package reach that area(s)?
  • Are the required creative elements already available or will they need to be developed, leading to additional cost?
  • What is the required length of commitment to the vendor?  Is there a cancellation opportunity?
  • What is the cost breakdown by spot and by week?

Then ask the representative: (these are usually things you have to ask directly as they are simply wanting to sell you on the idea)

  • What are the ratings by program for each audience demo?
  • Will the spots be in set programming or rotators?
  • What is the payment structure?  Do you need to pay upfront or will it be billed monthly?
  • What digital components are included?
  • Will you (as the business owner) have flexibility within the package?  Can changes be made throughout the program to ensure success?
  • If creative will be developed, will the business own it or will the vendor?  If the vendor owns the creative (spot, jingle, etc) is there a talent fee required to use the spot elsewhere?
  • What is the overall delivery (reach, frequency, impressions) of the package?
  • What additional bonus elements can be included in the package?

Once the final package is negotiated, make sure to stay in touch with the representative to ensure everything is running correct.  If it is a TV program (broadcast or cable), request weekly pre-logs.  This will tell you the planned run times for each spot.  Pre-logs are fun to share with your team members and it keeps reps engaged with your account so nothing is missed.

Purchasing packages can be a great opportunity but they can also cost more initially then purchasing spots a la carte so be sure to plan for your purchase. By scheduling ahead, you can often take advantage of prime packages such as sports including NFL, Golf, NCAA, and more. Seasonal packages can be very beneficial and may hit an audience you would not expect.

Media Venue evaluates media packages every week from all types of media service vendors. Some are good, some are OK and some truly knock our socks off. Call us today at 502-855-4783 and we will be happy to review and offer a point of view on a package you are considering. We will take care of everything from start to finish, guaranteed.

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