Major concern for any buyer is to get the best at the cheapest. Media buying is no exception to this common principle. However, the considerations here are a little different than the traditional buying of goods or services.

You should assess exactly before such purchase the media planning that was followed by the agency. The coverage of viewers is most important to assess this aspect. You will aim at the efficiency on the basis of the cost-per-thousand to reach your targeted customers. The lower the cost, the higher is the efficiency.

Another vital aspect for determining the efficiency and usefulness of the media you are trying to buy is the reach and the frequency of the media. The AIDA model that is considered ideal consumer behavior model for any media, whether print or electronic, includes Awareness for A, Interest for I, Decision for D and Action for A. To get the accurate report on the performances you can obtain the assistance of professional media buying services.

Media buying does not mean buying a media company lock, stock, and barrel. In fact it also refers to buying time slots on the media channels. Media advertising in prime time programs cost more and run of station programs cost less. A prudent step would be to invest no more than ten percent of your budget allocations for prime time programs and at least fifty percent for fringe or non-prime time programs.