Actually you don't need PPV or PPC. You simply took what was given in the RSA videos and repeated it. You simply need a source of traffic that is large enough to segment and can get for cheap. PPV is the hot source at the time, but there are plenty that came before it. And, this style that you quoted is for one style of testing and scaling only. There are others that totally ignore everything you just quoted from. This way is actually harder, but it's appropriate for people with small budgets.haahha, ya thats ALL you need to know, media buying is NOT for beginners, it is quite complex and you can lose a lot of money. You need to start with PPV to test conversions then go to PPC (use yahoo and bing, and content network and 2nd tier too) and test out the copy of your ads and landng pages. Once you have 5 or so that are working, take them to small media buys to sites like pulse360 and adsonar. Use the same ads as your PPC, and play around a bit, to determine demographics and tweak to increase conversions. Then once you find one that converts the best, take that to single display media buys. Pick a single site, control the placement, and tweakthe banner till you have it optimized. Then you can move onto the large scale banner networks.
But you actually have to pick up the phone and negotiate. There are a lot of different factors to take into account. Also dont do media buys with little niches, you only want to deal wih the big markets, health, wealth, etc