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This is a short excerpt from Wikipedia.

Media Buying is a sub function of Advertising management.

Media Buyers

Media Buyers are individuals responsible for purchasing time and ad space for the purpose of advertising here.^[1] When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertisers particular product or service objectives. The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted.

Media Buyers can purchase spot, regionally, or nationally. National Media Buyers might have to factor in determinates based on a state by state basis. Rates, demand of leads, space, and time, and state licenses will vary from state to state. National Media Buyers will need National Media Planning to generate National Media Marketing strategies and National Media Advertising that can be adaptable from state to state but also work on a national level.

There is an apparent distinction between General Marketing Media Buyers and Direct Response Media Buyers. General Market Media Buyers enact or actualize media plans drawn up by media planners. They negotiate rates and create media schedules based on a media plan constructed by a Media Planner. Through the Media Planner, General Market Media Buyers rely on published cost per point guides which in actuality, are often based on hypothetical benchmarks, and rather outdated models. An experienced Direct Response Media Buyer knows what stations generate a specific quantity of response and knows within reason, the break even point of the expenditure versus the return. With that information, the Direct Response Media Buyer is efficient in negotiating a functional rate and in purchasing media from the appropriate stations. The Direct Response Buyer attaches unique phone numbers to each station they purchase media from and track the sales, and make adjustments to the media plan and schedule as necessary to optimize results. With these differing methodologies, Direct Response Marketing can be considered a specialized arena. Few advertising and marketing agencies are qualified to support clients in their Direct Response efforts.

More resources:

http://en.wikipedia.org/wiki/Media_buying

http://en.wikipedia.org/wiki/Advertising_management

http://en.wikipedia.org/wiki/Media_planning

Media Buys as a term has been around for quite a long time and originally comes from old school marketing on Television or in newspapers and magazines. This method refers to buying advertisements. As society changes its focus to the Internet and on-line everything, this process has changed as well.

Basically, media buys are buying advertising space on websites, (such as banner ads) with the price varying depending on how popular the website is, how much advertising you want to do, what times of day the ads are displayed, and so on

Payment for these campaigns usually is figured out with “CPM” (cost per thousand impressions), meaning that you are paying a fixed rate whenever a visitor sees your ad. Unlike PPC when you pay each time someone actually clicks your ad.

Back when this type of advertising was done on TV and in print, the advertisers had to design and provide their own material which naturally is quite costly. Thankfully things have changed and the vast majority of affiliate programs offer pre-made banners and other types of ads which can quickly and easily be posted into online campaigns.

As the promoter, your job is simply to cut and paste the code required for each banner. You do not have to write the code, tweak the ads or find images, etc. Everything has already been done for you.

Naturally running ad campaigns is not always simple and everyone could benefit from some mentoring and the chance to learn the tricks of the trade. There are many different programs and tutorials available to get you up and running and making money with media buys. (courtesy EzineArticles.com)

SEO, or search engine optimization, is a subset of the umbrella term “search engine marketing” (SEM). Properly applied, search engine optimization allows your site to not only be seen by the search engines but, when a search term (either keywords or phrases) is entered, offers the ability to rank very high in the search engine results pages. The results pages are typically a combination of natural (sometimes called organic) results, paid inclusions (directories) and pay-per-click (PPC) ads.

But why is SEO so critical to the success of your business online? The holy grail for online marketers centers around getting your site on the first page of a Google search results page. Why Google? Because it currently owns well over half the market of all searches. If you further optimize your site in such a way that it brings in quality traffic, you’ll get the ultimate return on your investment (assuming you have a solid back office process). And if you’ve optimized well for Google, you’ll rank well in the other major search engines, such as Yahoo! and MSN, as well.

Many people hire professional consultants to perform SEO, while others attempt to do it themselves, which you certainly can—it’s not brain surgery. In the coming months, I’ll help you learn how to take on this task yourself. There really are no secrets—it just takes a lot of continuous work and an understanding of people, search engines, algorithms and toolsets.

SEO can (and should) be a full-time engagement. The scope of work depends on your site and your niche. This doesn’t necessarily mean you’ll need to spend 40 hours a week on it–you certainly couldn’t afford to put that much effort into it–but you need to put a solid content and link-building strategy in place for the long term. Existing sites can be optimized by simply applying a correct title (the text that shows up in the blue bar at the top of your browser window) and a meta description (the text that often shows up as the description in the results listing).

If you’ve read the book Art of War, you’ll know that the basis for going into battle is to know your competition first. Keep your friends close but your enemies closer, the saying goes. In our SEO battlefield, we’ll look at competitive analysis and keyword research to start.

(Please continue from my original SEO article here: (http://www.entrepreneur.com/ebusiness/searchoptimization/searchengineoptimizationcolumnistjonrognerud/article172698.html)

Los Angeles, CA, September 23, 2009 –(PR.com)– Jon Rognerud, Author of the “Ultimate Guide to Search Engine Optimization” is presenting the topic “Writing & Testing Ad Copy – Connecting With Your Customers From the Very Start.”

The PPC Summits are designed as “How To” workshops that teach attendees how to better manage PPC campaigns. The focus is solidly on advertiser education, and you can learn how to spend less money, more effectively, with better results.

“Along with keyword and competitive research, writing relevant ad copy is the most effective way of targeting your audience, encouraging them to visit your site and getting them to sign up for your product or service”, says Jon Rognerud.

How you write your copy can determine how many qualified leads you attract. Your copy also plays a role in getting you better paid search engine placement as the better your click-through rate is, the better you will rank for your keywords. You need to compel your prospect to click and still comply with the editorial guidelines imposed by the search engines.

Google is the largest search engine and its Adwords program is still is hugely successful, and a great way for brands and no-brands to showcase their wares equally. Learn how to beat your competition in this fun-filled, creative session.

Planning: Competitive analysis, keyword nomination, SEO strategy development, pay-per-click campaigns, email marketing, social search, reputation management, platform creation and integration, analytics and reporting.

Goals and Objectives: Work with you to develop a plan for maximizing all search marketing campaigns for positive ROI.

Content Optimization & Submission: Data review, landing page optimization, A/B split tests (Taguchi), test planning.

Reports and Reviews: Daily, weekly, monthly, quarterly reports for SEO, PPC and back-office (client portal).