I have used media buying services via our Ad agencies and
have found that my dollar goes further when I buy direct, especially in a buyers
market. If my budget was $12MM per year this might not necessarily be the
case but at $500 - 750K annually I can select the media best suited to deliver
our messages and negotiate better NFP rates without paying a commission.
You may need to spend a bit more time doing research but deals can be made if
you know what you want, how and when to ask for them. You also don't have
to worry as much about last minute changes when required. Buying services
can offer discounts based upon their overall volume but I have found that I can
get the priority placement I desire at comparable prices on my own.
That's my experience in the New York Metro Area.
Mark Albin
Deputy Director, Marketing and Public Relations
Newark Museum
49 Washington Street
Newark, New Jersey 07102
Phone: 973.596.6636
Fax: 973.642.0459
malbin@newarkmuseum.org
Deputy Director, Marketing and Public Relations
Newark Museum
49 Washington Street
Newark, New Jersey 07102
Phone: 973.596.6636
Fax: 973.642.0459
malbin@newarkmuseum.org
From: pram-bounces@listserve.com [mailto:pram-bounces@listserve.com] On Behalf Of ann dickson
Sent: Monday, January 04, 2010 2:12 PM
To: pram@listserve.com
Subject: [PRAM] media planning and buying
Happy New Year
PRAMMERS!
I wanted to get a sense of how many
of you utilize media planners/buyers in your advertising campaigns. I am
considering going that direction and would love to get feedback from those of
you who have used them – in particular if you felt you got your money’s worth. I
have a moderate ad budget and not sure if it’s worth
it….
Any feedback
welcome
Thanks!
Ann
Dickson
Director of Marketing and
Communications
510-238-3403
phone
"A New State of
Spring 2010