Buying Strategies
Media purchasing does not just involve buying the media, but rather is a balance of budget and objectives. The budget determines what the expense range will be and therefore which media is with and without of reach. Because the buying strategy relies heavily on the financial standing and the budget, it will vary from company to company. The various strategies will attempt to satisfy the balance to the fullest extent as possible.
With this in mind, complete the following:
1. Examine and discuss the buying strategies for Ralston Purina.