Chess Pieces

Lessons From the Media Auditor’s Playbook

November 1, 2007

Frequently Found Lapses in the Media Buying Process

Advertising is often touted as a creative business, one in which inspiration and ideas are highly prized. Beyond copywriters and art directors who are obviously in the idea business, media planners and buyers may also bring new thinking to the table that helps drive advertising effectiveness. read more…

Media Watchdog

Preparing for Challenges of the 2008 Media Marketplace

November 1, 2007

The year 2008 promises challenges on many fronts for advertisers and agencies as they work to address a number of cross-currents in the marketplace, including: read more…

Continued media fragmentation with more choices to listen to, read and watch;
Audiences who are increasingly empowered to choose DVR or satellite radio to provide them the choice of when,

Media Watchdog

Accountability Could Revitalize the Radio Star

August 1, 2007

It’s no secret that spot radio has been struggling for some time. The industry has suffered a litany of threats from new audio sources including internet radio, music downloads and I-Pods, satellite radio, audience measurement and other issues. While local advertisers still value radio as a key element of their media mix (19%), read more…

Media Watchdog

Why Should Advertisers Consider an Independent Media Audit?

December 14, 2006

Because up to twenty-percent of your media investment may be at risk!

Ironically, while advertising media represents a significant portion of an advertiser’s SG & A (Selling, General, and Administrative) expense, there are often insufficient controls in place to insure that an advertiser’s media schedule will actually run as purchased. read more…

Media Watchdog

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