Who should your brand reach, where and when? Consider your audience, message and budget together when selecting advertising media. This guide explains media options and the practical questions to resolve before buying.
Television: the right screen
National, news, sports and Turkish channels broadcasting to Europe are assessed against your audience. Commercials, lower-thirds, programme sponsorship and opening/closing credits are planned with channel, daypart and campaign length. Explore TV advertising →
Radio: the right station and repetition
For national, regional and local stations, consider listener profile, broadcast times and spot frequency together. Commercials, programme sponsorship and live announcements are assessed against your message and budget. Explore radio advertising →
Out-of-home: the right city location
Billboards, giantboards, megalights, CLPs and lamp-post banners; metro and Marmaray spaces; bus, Metrobüs and double-decker wraps; and digital screens are compared by city, location, route, quantity and campaign duration. Explore out-of-home advertising →
Compare proposals on the same scope
Similar totals can buy different media and implementation. Before deciding, check the medium, dates, quantities and included services.
TV: Channel, programme or daypart, format, seconds, number of broadcasts and start/end dates; whether film production and technical adaptation are included.
Radio: Station and coverage area, time slots, spot length, daily frequency and total days; script, voice-over and production scope.
Out-of-home: City and location, format, advertising faces or vehicles, and display period; printing, installation, maintenance and removal.
For example, 6 radio broadcasts a day over 14 days equals 84 spots. Compare spots of the same length in similar time slots. Broadcast count is not unique audience reach.
VAT, production costs, payment terms and reporting scope should be stated in the written proposal. A broadcast log or installation photograph verifies delivery; it does not by itself prove sales results.
Frequently asked questions
The answers below cover planning, buying, production and reporting.
How is a media plan prepared?
Goals, audience, operating regions, dates and budget determine the plan. Product launches, store openings, awareness campaigns and seasonal offers may need different media mixes. Media Cortez compares channels, stations, locations, formats, frequency and duration, submits scope and costs for approval, then coordinates reservations, buying, implementation and checks.
What determines the advertising budget?
TV costs depend on channel, daypart, format, seconds and frequency; radio on station, time slots, spot length and repetition; outdoor on city, location, format, faces or vehicles and duration. Dates and availability also matter. Compare production, printing, installation, adaptation, operations and VAT alongside the media price.
How do we choose TV, radio or out-of-home?
Start with audience habits and your message. Evaluate programme viewers, station listeners, time slots, location, route, viewing angle and surrounding activity. Use available current research with attention to its source and date. One medium may be enough; other campaigns benefit from a complementary mix matched to geography, message, duration and budget.
What is the difference between planning and buying?
Planning defines the intended audience, media, timing and frequency. Buying implements the approved plan through prices, availability, reservations and broadcast conditions. We compare dayparts, locations, duration, quantities and implementation terms as well as price to keep the purchase aligned with the plan.
How long should a campaign run?
There is no single duration for every brand. A launch, short sales campaign and ongoing brand communication require different schedules. Consider repetition, media sales periods, preparation time and budget. Material delivery, broadcaster checks, printing and installation must fit the launch date; intensive periods and any continuation plan are clarified before buying.
Are production, voice-over, printing and installation included?
Scope varies by medium and proposal. Existing materials are checked against technical requirements. New film, audio, voice-over or artwork adaptation is scoped and costed separately when needed. For outdoor work, identify which printing, installation, maintenance and removal items are included, along with dimensions, formats, deadlines and responsibilities.
How is delivery monitored?
Depending on the medium, available evidence may include broadcaster logs or recordings, outdoor installation photographs and field checks, or screen-operator playback records. Agree the documentation in the proposal. Delivery evidence and commercial outcomes are different: assessing sales, enquiries or awareness requires suitable additional measurement.
What information is needed for a proposal?
Share the brand, product or service, objective, audience, target cities or regions, dates and approximate budget. Mention existing film, audio or artwork to clarify preparation time. If the medium is undecided, share your goals and priorities; Media Cortez can assess options and prepare a proposal covering duration, quantities, implementation and costs.