ABSTRACT
Even the most impressive media plan will not satisfy the client until the time and space have actually been bought. The role of the media specialist may involve none, some, or all of the media buying functions. This chapter provides a brief overview of how paid media are purchased. The subject really requires book-length treatment on its own; the goal here is to show how media buying fi ts in with the planning process, rather than to explain the many details and intricacies of the buys themselves.
