NONE: Re: ONLINE-ADS>> No support
Re: ONLINE-ADS>> No support
jflint_at_nc5.infi.net
Wed, 01 Apr 1998 12:14:50 -0600
Marlena Schwarz wrote:
>If an agency has an interactive/Web division, you could
>start by getting in touch with someone in that department and asking them
>who does the online media buying for certain clients. You may be surprised
>to learn that at some agencies there's a specific person or people who buy
>online media for all clients, and often speaking to the TV buyer will get
>you nowhere. Sometimes the agency works with an outside partner company for
>banner ads, & sometimes an outside company buys the banner ads and doesn't
>even have a relationship with the "traditional" ad agency. It varies widely,
>which makes your job even more difficult.
Marlena,
Well that would work nicely if all ad agencies worked in such a way that
they had particular departments or outsourced companies to handle
nothing but online advertising. Unfortunately that is not the case in
all of them that I have talked with. ABC company is the client of XYZ
advertising agency. The advertising agency handles that company's
advertising from A to Z, whether it is newspaper, radio, TV, online, or
whatever it may be. The same person or persons handle all these
different buys at the ad agency.
I have found most ad agencies have an excellent grasp on one or two
particular types of media. These same agencies try to handle
advertising for their clients in all media areas. The bad part is the
agency is clueless to the nuts and bolts of other forms of media, and
due to the agency not doing their homework on other types of media,
their client is swayed toward a particular medium. This can be good and
in most cases is actually bad for the client. The client suffers with a
bad media buy from being directed by their ad agency and as a result
wastes their budget. This obviously doesn't happen all the time, but it
does happen too many times!
John Flint
NewsChannel 5 Online
Online Marketing Consultant
(615)248-5253
jflint_at_nc5.infi.net
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