Ann: our ad agency has a buyer for print, TV, outdoor and
web and has another buyer for radio. I negotiated all the media sponsorships,
as I have a personal relationship with all the reps and find that I can
leverage a better deal, as it really comes down to the pub and the Museum and
that long standing partnership. And we play good cop, bad cop to get additional
added value too. The agency is great at research and keeping up with all the
latest trends and ratings…. And they can leverage buys as
they have strong buying power if they have many clients who are buying space or
airtime.
Also work out a deal with your ad agency and see if you can
take out their media commissions for the buys, I was able to as I had the long
standing relationship with the reps. I’m sure the agency will make up
that $$ difference elsewhere…
Kipper Lance
Director of Marketing & PR
Norton Museum of Art
1451 South Olive Avenue
West Palm Beach, FL 33401
561.832.5196 ext. 1137
lancek@norton.org
Click here
to learn about our current special exhibitions on view!
Become a fan or 
follow us!
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
Oakland
Museum of California
510-238-3403
phone
"A New State of Mind"
Oakland Museum of California
Spring 2010