If we're buying media, we ask:
- What percent of the medium's audience is the target?
- What's the cost per thousand, relative to others?
- As we measure behavior, as opposed to awareness and attitude, the cost-per-lead and the cost-per-sale for each medium are important factors.
- What will it take to attain effective reach levels? For example, what frequency will it take to change an attitude or create a trial purchase?
- Is the primary objective to create awareness, preference or trigger a response?
- What is the credibility factor for editorial?
For editorial we look at:
- Lead time
- Can we offer what the media needs? (i.e., visuals spokesperson, hot trends, etc.)
In the media neutral environment at The Phelps Group, media relations (PR) and media buying specialists (advertising) share information about which media works best to reach target audiences.
We call this Media.