media

This tag is associated with 55 posts

The Importance of Radio in the Overall Media Mix

I’m not part of an agency creative team, rather a media professional that has over the years worked closely with the creative department at various agencies.  Sometimes, the creative department can go into an assignment thinking radio creative isn’t very sexy.  They think it’s limiting in its execution; “you can’t win any big CLIO awards”… Continue reading »

How Do We Begin the Healing?

Predictably, in the wake of reports and recommendations to the ANA by K2 and Ebiquity on agency transparency, and subsequent reactions and rebuttals by the AAAA, nobody has been able to agree on a course forward. There’s an elephant in the room, though, one that pundits have touched on but haven’t exactly told us how… Continue reading »

How to Filter Bias from your Media Plans

  On our way to becoming media generalists, we are first specialists.  And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »

Dismantling Accordion Media

“It does this,” he said, pulling his hands apart and then clasping them together repeatedly.  To me, it looked like he was playing an invisible accordion.  I was at my first agency gig, and this was one of my coworkers explaining how media planning and buying functions move from centers of excellence within a holding… Continue reading »

Knowing When To Stop Negotiating

By: Cindy Seebeck Broadcast buyers count themselves among some of the best negotiators in the media business, but negotiation means a lot more than simply getting the best price for a schedule. Did you know that over focusing on getting the best price can put you at higher risk of preemption and keep you from… Continue reading »

Digital Marketing to the Ultra-Rich

If you’re marketing to the ultra-rich, don’t expect much of the market research conducted against “affluents” to be much help. Occasionally, a marketer will be called upon to find ways to reach the not-merely-rich set.  Not the folks considering a Maserati automobile or a Rolex watch, but the kinds of people who might consider purchasing… Continue reading »

What Ever Happened To Virtual Reality?

By: Lynnsey Rijos We all know the rules of supply and demand. The success of a product or brand is dependent upon the demand in the market. The demand for virtual reality (VR) technology, however, does not seem to be high. While millennials and the subsequent generation are the first to embrace this innovation, VR… Continue reading »

Four Things You Can Do Right Now To Protect Against Undisclosed Agency Rebates

By Tom Hespos The results of an ANA probe on agency rebates have come back, and while details of those results have yet to be made public as of this writing, I’ve been in the business long enough to know what the report will say when details reach the general advertising community. Are you managing… Continue reading »

Not All Analytics Are Created Equal

Reporting is as integral to a media campaign’s performance as planning and buying. Because of this, the responsibility for reporting and analyzing media campaign performance should not fall to professionals outside the media department. The job of reporting on campaign performance is more than just stating the obvious through bar charts and graphs, it is… Continue reading »

The Top Five Makegood Articles of 2015

December rolls around, and another year has passed. Fifty-two weeks gone in a snap, with another set ready to roll out at the stroke of midnight, January 1st. And in that time, we’ve published some great pieces. We’ve listened to you, our readers, and noted the ones where you just couldn’t get enough. Last year… Continue reading »

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