When would someone need a Media Buyer?

A company or business, whether large or small, might want to employ a Media Buyer when they want to promote and advertise a product or a service. The Media Buyer will make certain that the largest amount of the target audience is being reached in the most efficient way possible at the lowest cost possible. Suppose that a company wishes to promote a new product that aids in weight loss. A Media Buyer would come in and work with the company to determine the best type of media to use to promote this product, whether it be television, newspaper, internet, etc. The Media Buyer would then explore the different options in the specific types of medias that were decided on and then, once he/she had found the ideal place to advertise, the Media Buyer would purchase the time or space, depending on the type of media, needed to promote the product at the lowest cost possible to the company he/she was representing.