Media buying agencies: Media buying agencies are independent companies that specialize in the buying of media, particularly radio and television. The task of purchasing advertising media has grown more complex as specialized media proliferate, so media buying services have found a niche by specializing in the analysis and purchase of the advertising time and space. Agencies and clients generally develop their own media plans and then hire t he buying services to execute them.
Some media buying agencies do help advertisers plan their media strategies. Because media buying agencies purchase such large amounts of time and space, they receive large discounts and can save the small agency‘s or client‘s money on media buying. Media buying agencies are paid a fee or commission for their work.
Examples of media buying agencies are:
1. Mindshare
2. Initiative Media (LOWE)
3. Zenith Media (Bates, Saatchi & Saatchi)
4. Optimedia (Publicis)
5. Starcom (Leo Burnett)
6. Fulcrum (HTA)
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