Media Buying Agency: it is neither common nor feasible

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Media Buying Agency: it is neither common nor feasible for a company to have relationships and contracts with, and contact information of, all the media houses and publications in the country. This gap is filled by Media Buying agencies, as they provide a single point of contact for anything related to the placing of media – be it print, radio, TV, digital, or outdoor. The Media Buying agency will also have the tools and systems in place to inform media strategies so that the campaigns’ target audiences can be targeted through the optimum mix of media channels at the best time of day and at the right frequency. After the agency has given guidance on the media placement strategy, it also engages, negotiates, and books slots with a media house on the client’s behalf. After adverts have been published in the identified media, the agency will also monitor the campaign performance and provide post-buying analysis reports which will give an indication of audience ratings, frequency and reach. • Account management • Public relations strategy • Campaign media relations • Public relations collateral/content development • Reputation management • Issues and crisis management • Media training • Ideation of activations in support of Eskom campaigns • Full activation management services

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