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ive media strategy allocates more money in a market where sales are high, whereas an offensive strategy allocates more money in a market where sales are low but there is potential to grow. Media class strategy refers to the allocation of the budget to different media classes. Budget allocation in media classes focuses on matching media audiences with the target audience in addition to creative considerations. For instance, television may be the best media class if both audio and video are present in a commercial, while magazines may be more effective if detailed copy is required. The third strategic decision involves advertising scheduling over a campaign period. "Continuity" refers to advertising on a regular and constant basis throughout the campaign period.

Media tactics consist primarily of the activities of selecting media vehicles in the most cost-effective manner to ensure the successful execution of media strategies. Among the criteria for selecting media vehicles are target audience delivery, cost efficiency, the editorial environment, advertising clutter, reproduction quality, and ad positions with the vehicle. Media planning software is often used along with media cost data and audience information to select and compare media vehicles. Contingency plans are often created to meet unexpected changes in the marketplace. 

Media plans are implemented through media buyers. Media buyers are professionals who are knowledgeable in estimating media costs and skillful in negotiating rates. Different media vehicles have different rate cards and discount policies. Some may offer added values such as combination rates, merchandising, and event marketing. Faced with such a complicated media environment, media buyers need creative ways of calculating and comparing media costs. Many media vehicles are flexible in terms of pricing and a savvy negotiator can purchase the same space or time at a much lower price than others even when all contract terms are equal. Media buyers also monitor the implementation of a media plan to assure its value is fully realized.

2.13 Process of selling newspaper ad space offline:

Print classified advertising remains an indispensable marketing tool for a company's success. Online companies sites struggling for better positioning in the search engines, can harness the power of newspapers to improve their conversion rate. Utilizing the power of this offline medium, Web-windows, a leading media agency has been offering its specialized services to small and medium scale online companies to advertise their products in the leading newspapers of the UK Web-windows makes newspaper advertising accessible to companies by placing their ads on its signature page, the Web-windows page, which appears as a coloured weekend supplement in seven leading newspapers and magazines in the UK Web-windows through their vast experience of ten years in the media industry offers target-focused and cost-effective ad placement strategies to help clients reach a wide scope of around 5 million viewers looking to make online purchases. 

So if you're seeking to reach their brand / product / services effectively to a large belt of viewers, they can count on the specialized services of Web-windows. The Web-windows executives assist they in all the aspects of ad placeme本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。