Media buying efficiency preferred over media planning or strategy









Normally in a media pitch presentation we come up with various strategies or beautiful slides in the name of strategies. We assume POV (Point of View-- what management has to select when deciding on strategy) on behalf of our esteemed would be client and stretch strategy to the limit. 




Only condition is that it should look and sound vague. If it is simple it can not be strategy and obviously we are considered specialist and so anything from a horse's mouth has to sound as foreign language, it should generate awe in the audience. And, at times we do come up with good solutions or say nice strategies that really have the potential to shape up the business. And, then after rounds of applause and amused looks, clients especially with smaller pockets come up with this one liner i.e., but, those are all gyaan (theoretical knowledge) what matters is how much value you bring to the table say if I give you Rs. 10 crs. if you make it Rs. 25 crs. through buying, I'm on. 
Gyaan is really misused terribly these days, if someone wants to shrug you off, or even you want to sound yourself cool you simply refer to any serious thing as Gyaan and lo! you are one up! What these clients would never understand that buying could multiply their spending but it can never build a brand and it would never fit into strategy if there are any. They would always miss the sole purpose of advertising and fail to see advertising as investment and not spending.

 Advertising is like a seed of spark, which if cultivated properly would blast as a powerful Brand equity; the result of which would be far more substantial than multiplying the seed few times... until they understand let's show faith in actionable knowledge rather than discounting it by calling Gyaan.

 #Media Pitch, #Media Buying, #Media Planning, Media Strategy

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