McEathron Media Buying/Planning Process

McEathron Media plans and buys advertising using a 4 stage process...

This provides your business with the most effective, most efficient media campaign possible.

Media Research

Though statistics are at the core of our planning we understand that statistics don’t tell the entire story. We use traditional data like: BBM, Nielsen, NADBank and COMB to determine media efficiencies but we also engage BBM Return to Sample (RTS), Micro BBM and PMB to better understand consumer behavior. The following are some of the research/buying tools we have experience in using:

Before we plan a campaign for your business, we evaluate consumer behavior as it relates to media and conduct efficiency assessments to determine the most appropriate and efficient media for the task at hand. We make media recommendations based on this research and our experience.

Media Plan and Strategy

First, we understand your target group and how they interact with and consume media. We carefully assess your target(s) as it relates to the media based on...

We then outline the goals and objectives of the campaign. All of the plans developed by McEathron Media follow the SMART system of setting objectives:

This system is used not only to set clear objectives but to provide quantifiable measurement during and after the campaign. We set objectives, write a plan based on these objectives, execute the plan and measure campaign results.

Media Planning and Strategy is our passion! McEathron Media will develop a media plan including media strategy and tactics that will reach your target efficiently and effectively. All media is planned to work together synergistically. We provide full rationale that justifies the media we recommend and media we considered and do not recommend.

Media Buy & Negotiation

McEathron Media has developed a system of media buying over the last 20 years based on our experience, modeled after systems used by international agencies. First, all suppliers receive a request for proposal (RFP) that clearly identifies all the requirements of the buy. This ensures all media are competing on a level playing field. It outlines the target, campaign objectives, buying criteria and other pertinent informationincluding the media data we will use to evaluate the submission. This provides clear, fair objectives for the suppliers.

Once we have received quotes from all suppliers, we develop a blueprint for each media. This blueprint is updated as the buy is negotiated. All reductions in rate, bonuses, etc. are inputted and updated until the final buy recommendation is complete. This negotiation system is used as a tool to scrutinize the buys, keeps the buying fair and gets to the true “bottom line”. After complete the negotiations, we get sign off from you and place the buy.

Manage and Evaluate the Media

Once the buy is made, our work is just beginning. We verify all invoices, monitor internet click through rates and sales conversions and scrutinize make goods. All contracts and invoices are checked and verified to ensure all media is contracted and performing as agreed. Any discrepancies are identified right away and compensation is negotiated for your company. Make-goods are monitored in both traditional and internet campaigns and equal or greater GRP, CPP, CPM, CPC levels are negotiated for replacement media.