Are Your Media Control Documents Up to Snuff?February 24, 2010
Media authorizations and order letters
A first step is to make certain authorizations and order letters adequately convey what you want as an advertiser. These forms document what the client has approved to purchase as well as what the buyers ordered. Advertisers are at risk if they aren’t explicit about the details. Dates, performance goals by time period (weeks, months, quarters) within the overall campaign, costs (clearly labeled as gross or net), and rotation/positioning expectations should all be included on all authorizations and order letters. Problems occur when orders don’t match what was authorized.
Revisions must be adequately captured
Revisions should be documented every time any change is made to the plan regarding dollars, Gross Ratings Points (GRPs) and plan components. Revised authorizations should also include the reason for the revision(s), the client contact that approved the changes and a new client signature.
Understanding the risk
The authorization directly drives agency commitments on behalf of the advertiser, with order letters documenting contractual obligations for all purchased inventory. Needless to say, the dollars need to be correct, all elements need to be clearly specified to ensure media partners are held accountable to the client’s expectations from all perspectives. Target parameters, geographic focus and guaranteed impressions or other costs basis by buying demographic should always be captured and kept up to date. In the end, order letters must assure you get exactly what you paid for when contracting space with media vendors. This confirms your expectations of the vendor, providing the only reliable proof after the fact. It is, in fact, a contract – your best defense if necessary in the event that problems occur during the execution of your buy.
Even if multiple conversations/preliminary documents have occurred between agencies, clients and media vendors assuring that everyone fully understands the terms and guidelines for the purchased inventory, it’s necessary to include the same level of detail within these final documents. Complete authorizations give clients the opportunity to give clear, final double-checks against their books to make certain all dollars match what they have budgeted for the media portion of their plans. From a media vendors’ point-of-view, responsibilities for clients change often so the person booking inventory may not always be the same person they have dealt directly with during negotiations. Maintaining these fully up-to-date control documents is the only assurance that all expectations and agreed upon terms will survive throughout the life of the buy.
