In the advertising process all components are equally important; however, they have not become its vital parts at once. Different marketing communications and technologies have been composed into a single process progressively, step by step.
It took time to develop the knowledge about the advertisements' design, buying behavior, sales motivation and different marketing approaches about the advertising in different Media.
If previously the solution of the mentioned tasks was not a complicated matter, later, with the development of technologies, new Media and information carriers, along with gathering the knowledge of the human psychology, the process grew more complicated and became a science.
In the past, the choice of the Media was predestined or was made at the very end of the ad designing process, when they were ready for the launch. Now, the Media buying and planning have become a part of the whole advertising process.
Experts in the Media planning closely cooperate with the experts in the marketing, demographics and creative department to design ad messages. In order to achieve the maximal efficiency of the advertisements, it takes the chosen Media to carry it out to the target customers of the product and to make the ad smoothly integrated with the overall Media thematic.
When choosing the TV Media, you have to define its coverage area. Such relatively new Media, without geographical limits of the coverage area, as the radio, the television and the Internet, have significantly enriched the opportunities for the advertisers to promote their products.
The television has three levels of the target audience stations coverage:
1. General coverage area.
This is the largest area of the stations coverage.
2. Market areas.
These are the geographic locations where people prefer to watch the shows of specific stations.
3. Metropolitan rating area.
It is the coverage of a city's area by a station.
The knowledge of the target audience coverage area is vital to make decisions by the advertisers and for the estimation of the population coverage.
With the development of the cable TV networks, the significance of the general coverage area by a TV station decreased as the cable TV, oftentimes, does not concede a broadcasting TV in the audience coverage.
Due to the tough competition on the local TV market, they keep relatively low rates for the advertising time that attracts more and more small and medium local advertisers. If previously the income of local branches of the large TV networks was insignificant, today their portion has grown immensely and still keeps growing. Since the progressive development of the tendencies to strictly segment the target market in the television, the advertising funds, spent on local and cable TV stations, exceed those, spent on the nationwide TV Media as much as twice.
The low prices and exact coverage of target consumers make the advertising on local and cable TV more and more attractive for both: the national and local advertisers. It represents a great interest for local franchising companies, such as McDonald's. Their portion in buying ad time reaches half of all the advertising time purchased.
Keeping in mind these tendencies and the significance of the Media buying in the advertising process, it is crucial to consider them with all the responsibility and to pay them an appropriate attention.