Clients, understandably, often have budgetary concerns at the forefront of their minds from day one. Having a budget, weighed off against goals and potential gains, is completely necessary for a campaign, but focusing solely on the budget can lead to the sacrifice of careful and considered media planning. It places short term goals in front of longer-term strategies and can get in the way of the success of that deeper relationship between brand and audience.
There is a tension at the heart of media planning and buying, reflected in the name. Planning leans to the long term and strategic, buying focuses a little more on direct, short-term negotiation. This tension lies at the heart of an effective media planning and buying operation, as neither can truly be successful without the other.