ABSTRACT
Media professionals typically develop a media postbuy analysis that looks at how the plan performed in the marketplace. Media postbuys are a combination of accounting and media audience analysis. For search engine marketing (SEM) or pay-per-click campaigns, the advertiser either budgets a set amount per month or pays based on the total activity per month. For SEM campaigns, tracking can be constant. Through advanced statistical analysis, a brand manager can correlate the impact of campaign with actual marketplace sales. This is the holy grail of campaign measurement. One way that advertisers, agencies, and the media are viewing online behavior is based on detailed research about the online campaign. Digital media were initially viewed as direct response vehicles. Measurement largely drove this perception. Adding the paid media to earned and owned media schedule provides the brand with an accounting of communication plan in terms of dollars invested and impressions generated. Media planning and buying is a continual loop process.
