Political Media Buying
During political campaigns, candidates think of different ways to advertise their campaigns. The most popular advertising method is through commercial. For political campaigns to be seen by a wider audience, it is important to know where and when the campaign must be placed. This is called media buying. It can be learned in adtrics academy. In the present times, Cable TV is recommended by campaign specialist as a major part of the overall advertising strategy for your campaign.
Definition of Media Buying
Media buying, from the term itself, is the method of buying media exposure so as to reach wider target audience. People who can a buy a share of media exposure in the form of advertising are profit and non-profit organization, individuals and even politicians. Through media exposure, the objective to increase awareness of a specific product, service, or campaign will be attained. For the purpose of this article, we will be focusing on developing media plan for campaign advertisements.
Developing a Media Plan
The basis of buying electronic media is the gross rating points (GRP’s) and the price of buying a rating point. GRP’s are defined as the sum total of the rating achieved for a media schedule and gives an estimate of the exposure of the target audience for the advertising of the campaign. Say, for example, a 100 GRP’s means that the viewer will get to see the commercial once and a 600 GRP’s means that the viewer will get to see the commercial for six times. This is only an estimate. An extreme viewer may be seeing the commercial more and light viewer may see the commercial less.
According to some studies, a viewer must be able to see the commercial at least five times in a week in order to influence his/her voting decision. With that being said, 500 GRP’s is sufficient for one week.
To maximize the benefits of media campaign, you must clearly identify your target. Once the target viewers is defined, the media buyer must be able to contact and negotiate with the right person through cost efficient buying.