Most media buyers are comfortable with CPMs, because while CPPs vary across the board by market, by demo, CPMs tend to be within a given range by demo regardless of the market. For example, the DMA TVHH CPP for Chicago, the #3 market in the U.S. in Early Morning could be $870. The CPM could…
The Society to Advance Media Professionalism states: “It is deemed unethical for media sellers to plan, negotiate, and place buys for their individual clients. This is considered a “conflict of interest.” Also, buyers will not plan, negotiate, or place buys for competing accounts. This, too, is considered a “conflict of interest.” Clients, or advertisers as…
The state we reside in and work in has a rule for state-owned agencies that they must interview at least three companies if they are throwing their account out for review. They do not need to select the cheapest one, but they do have to have at least three participating companies bidding for the business….
In today’s world, we communicate via e-mail, we communicate via the telephone by pushing buttons to a voice-recorded demand, and we communicate, still, by snail mail. All of these forms of communications do not involve two live human beings speaking with one another. We can communicate with some companies by talking to a live being,…
As if there wasn’t enough work on our desks that we should have to deal with computer and printer problems. Slow is one thing. System errors and “program not responding” errors are enough to drive one over the cliff. Everyone is so used to speed of one sort or the other, we basically cannot function…
We were fortunate enough, in our Phoenix class, in December, to have in attendance, Lou Silverstein of Mulligan Advertising based in Prescott, AZ. We understand Lou to be in his mid-nineties. He was the one who broke the news to the class about Nielsen buying out Arbitron the day it broke in the trades. Also,…
We hope everyone had a wonderful Christmas or whichever holiday you chose to celebrate this year. We also hope your New Year’s will be fun, exciting, and that the new year will bring to you, hope, peace, good health, wealth, and family fun.
With TV, buyers are constantly estimating what ratings certain programs will do. When we post, it tells us how close our numbers came to being accurate. Strict buyers like for posts to fall between 95% and 105%. Others will accept 90% to 110%. If a post falls below 90%, make good points will be due…
Stations always want to know how well or how poorly they did on a buy after it has been placed. They ask for “share information.” They would like to have “share of budget,” but since that would give away my budget figure with a few math calculations, I give them share of TRPs. One could…
When I negotiated rates with a station, I always strived for the lowest rate I could get. I was known for asking what their political rate was so I knew how far from rock bottom I really was. One TV station decided to offer me two sets of rates: one set if I bought less…
I had a radio station try to tell me that his radio station (a hard rock station) reached customers of this upscale department store in Washington, D.C. That didn’t make sense to me. I had shopped in that particular department store and I knew who else shopped there – mainly blue-haired old ladies – not…
Years ago, if a particular ethnic group such as Hispanics or African Americans reached 10% of the population within a given market, it was considered wise to include that group in the Media Plan, if possible. In today’s world, it is more important than ever to check into the population breakdowns of all ethnic groups…
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