The audit of campaigns shows whether an optimal media mix has been used within a campaign budget, whether chosen media types have reached planned targets, particularly an effective reach of a target group. The other part of every audit is the analysis of prices and buying conditions. This part evaluates whether the money of client’s budget has been used effectively; whether the prices which the space and time in the media has been bought for correspond with the guaranteed buying conditions and whether they are competitive (benchmarking). Another role of the campaign audit is to identify drawbacks of media planning and buying. Our task is to provide our client with such recommendations that ensure the growth of media values of his future campaigns as well as optimisation of prices and buying conditions.
is a special project of measuring prices of TV advertising which has been carried out by MEDIA STRATEGY group on CEE markets since 2004. The objective of the ongoing project is to measure real price level on the market in dependence on the purchase volume (GRPs) on selected TV channels for given time periods. The measurement takes place regularly in accordance with TV advertisers’ demands – Pool members. The information about prices is used by advertisers for strategic planning, comparison of real prices and effective price negotiation.
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Effective media communication is unthinkable without thorough preparation of communication strategy of every brand. At this stage MEDIA STRATEGY analyses parameters of strategic plans made for a client by their media agency with the aim to maximise media values and optimise communication costs, always carried out in accordance with advertiser’s marketing goals. Our clients use the analyses as counter-argument when optimising media mix for the following time period. The importance of every media type with its effective reach of a target group is analysed separately and in combination. Our task is to help our clients prepare an ambitious plan for media strategy of every brand for the following time period.
The price and buying conditions significantly affect communication effectiveness. MEDIA STRATEGY group is an expert at the evaluation of media buying conditions, TV in particular. Because of our long-lasting experience we are able to say whether the price and other key conditions of media buying correspond to the size of client’s budget as well as the situation on the market. Our task is to assess the level of prices and parameters of buying conditions (media commitments) made for a client by a media agency and suggest possibilities of their optimisation to our client. Our recommendation assists our clients during price negotiations.
Throughout the whole year we are able to assess whether the price our client pays for TV advertising corresponds to current market conditions. We closely monitor business policy of every television channel and evaluate changes in purchase conditions. Our task is to provide our client with necessary consultancy support in price optimisation.
MEDIA STRATEGY group as an independent media expert provides its local and regional clients with the management of media planning and buying pitches (complex provision of media services by a media agency). This service includes complete pitch administration, the arrangement and management of meetings, the preparation of competence tests, the evaluation of performance and offers of agencies taking part in the pitch, and the final recommendation of a winning agency.
The audit of agency management is divided into several parts. The first one evaluates the performance of campaigns prepared by a media agency – the quality of media planning and buying for a stated time period, usually a year. Then the market position of the media agency (buying power) and the set-up and experience of the agency team working for our client are analysed. After that the quality of every-day service is assessed on the basis of client’s information. The final report consists of agency evaluation including recommendation.
On the basis of campaign quality evaluation according to agreed criteria we calculate and recommend to our client the amount of incentive fee to a media agency for a given time period.
For our clients’ marketing teams we arrange trainings in media skills and experience of the media and media buying and planning. Advertisers may also attend regular thematic seminars which are organised throughout the year and focus on media planning, the effectiveness of media communication, the media agency pitch management, etc. The top of public activities of MEDIA STRATEGY is a traditional conference which takes place every two years in Prague and focuses on the effectiveness of TV communication. Among the conference participants are representatives of TV advertisers, the media and public survey agencies, media experts and business contacts of MEDIA STRATEGY network.
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