Once an advertiser has clearly identified a target audience, whether current, potential or competitor, the advertising and media buying agencies develop a strategy to reach those target customers in a way that will persuade them to purchase or use the goods or services offered by the advertiser.

A range of techniques are used in the planning and buying of media, and agencies will chose the approach best suited to achieve the advertisers strategic objectives.
Will a campaign aim to maximise reach, or frequency, or a considered combination of both? Will advertising space be purchased on a cost per tarp basis or in a method which enhances effective reach?

Effective and efficient planning and buying of media audiences must be quantified so that media can be accountable to advertisers and agencies. Sophisticated software has been developed to assist the planning and buying process and to give agencies an advantage against their competitors.

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