Media Buying Practice Exam

About Media Buying
Media buying is a process used in paid marketing efforts. The goal is to identify and purchase ad space on channels that are relevant to the target audience at the optimal time, for the least amount of money. Media buying is a process relevant to both traditional marketing channels (television, radio, print) and digital channels (websites, social media, streaming). When done effectively, media buyers achieve maximum exposure among their target market for the least amount of spend.

Media buyers oversee the media buying process, with input from the media planning team. With an understanding of marketing goals and target audience preferences given by the media planning team, media buyers execute the actual purchase of the advertisement space. A huge part of the media buyer position is negotiating with the sites, networks, and other channels they want ads to appear on. They must ensure they are purchasing the correct placements at the correct times, for the correct duration, all within strict budgets.

Why is Media Buying important?
Media Buying provides various benefits, which include
•    Extensive and specialized knowledge about various traditional and up-and-coming media channels and can use this expertise to get their clients the most bang for their buck.
•    A Handle on Consumer Trends - Media buyers also keep a continual finger on the pulse of consumers. They know what trends influence effective buys.
•    Negotiating Clout - Media buyers spend years building trust and relationships with numerous publishers and have higher total spend which gives them negotiating power.

Who should take the Media Buying Exam?
•    Branding, advertising, media professionals
•    Digital media buyers
•    Account managers or executives
•    Marketing executives or consultants
•    Social media managers
•    Brand marketers
•    Anyone who wants to learn the skills required for media buying
•    Branding, advertising or media consultants
•    Professionals working in outsourced companies responsible for media management or advertising
•    Branding, advertising, media managers and senior executives

Knowledge and Skills required for the Media Buying

Good negotiation and communication skills helps candidate to gain success in media buying career.

Media Buying Practice Exam Objective

Media Buying exam focuses on assessing your skills and knowledge in campaign management, negotiation and advertisement planning.

Media Buying Practice Exam Pre-requisite

There are no prerequisites for the Media Buying exam.

Media Buying Certification Course Outline

1. Branding
1.1 Branding concept
1.2 What is Branding?
1.3 Successful Brands

2. Positioning
2.1 Evolution of ‘positioning’
2.2 Determining Positioning
2.3 The product
2.4 The Competition
2.5 The Customer
2.6 Product and Consumer Positioning
2.7 The Position You Want

3. Strategic Thinking
3.1 Advertising Strategies Spectrum

4. Consumer Insights
4.1 Digging consumer insights!
4.2 Apparent vs Real Reason
4.3 Informal Research
4.4 Benefit Laddering

5. Campaign Planning
5.1 Planning Cycle
5.2 Determining Advertising Budget
5.3 Advertising Plan—an Outline

6. Media Planning
6.1 Being visible
6.2 Maximizing-the advertising exposure!
6.3 Framework to ‘Maximizing Advertising Exposure’

7. Media Briefing
7.1 The Media Briefing
7.2 Being more visible
7.3 Brand Contact Points

8. Media Buying
8.1 Developing media plans
8.2 Educating Stakeholders
8.3 Collaborating on Campaign Briefs
8.4 Negotiation
8.5 Executing Campaigns
8.6 Managing campaigns
8.7 Creating Media Strategies

Exam Format and Information
Certification name – Media Buying Certification
Exam duration – 60 minutes
Exam type - Multiple Choice Questions
Eligibility / pre-requisite - None
Exam language - English
Exam format - Online
Passing score - 25
Exam Fees  - INR 1199