Media buying is arguably one of the most essential aspects of your ad campaign. Media buying involves booking slots on media platforms such as the radio for advertising. Depending on the scale of the ad campaign and the budget allocated to it, and taking into consideration factors such as the nature of the product/service, the target demographic and other pertinent information. Broadly, advertising campaigns can roughly be divided into three main categories on the basis of media buying schemes, namely: 

Branding: A large scale ad campaign that usually involves announcing and establishing a product/service as a brand, Branding campaigns usually involve multiple media platforms such as cinema, radio and display ads on newspapers.

Brand Awareness: Brand awareness campaigns usually involve the re-establishment and reinforcement of a particular brand. In most of these campaigns, quantity is given the priority. Newspaper display classified ads and radio ads are the more traditional outlets for brand awareness campaigns, while Search and Display network campaigns are gaining more popularity.

Sales: The media buying procedure and subsequent budgeting in sales campaigns are dependent on the focus group’s preferred medium, the urgency of the sales campaign and the nature of the product/service.