News and Information We’d Like You to Know
As an advertiser, you’ve probably wondered “Why should I use an agency to buy my media?” You want advertising to reach your target markets, but you don’t want to blow your budget by hiring an agency.
Think about it this way. Agencies employ media planners and buyers, specialists who can evaluate and determine your target audiences and develop an effective, cost-efficient plan to reach those groups. You can outsource to these specialists, trusting they know area media better than you do and know how to reach your targets. This is assuming, of course, that your agency has good knowledge, tools and experience — make sure you check this.
A knowledgeable agency and its media specialists can and should negotiate rates with the media and at times secure added-value promotions for their clients. In addition, the media and creative departments of an agency can work together to develop a totally integrated plan for you. Finally, all billing and invoicing is handled through the agency so it can be checked to ensure the schedule ran correctly. If not, the agency will negotiate makegoods or bonus runs.