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Media Guru

Guru Search Results: 10 matches were found

Friday, July 06, 2001 #4556
What do you think the best way is to charge for media services? Commission vs fee based. On some accounts my agency uses commission others they charge for a media plan and set a retainer fee each month for maintenance. Are there articles available on this topic. Thank you

The Media Guru Answers(Friday, July 06, 2001 ):
In some cases commission will work, in others fees are appropriate. Generally, on full service media planning and buying, commission is best at higher budgets. For small budgets or ones with many cancellations, fees are probably better. If there are a lot of changes and revisions, fees should account for that.


Monday, November 13, 2000 #3963
Media Management...what do you feel is the best way to charge clients who consistently change their media plans on a monthly. The standartd 15% can only cover so much. Should there be a change fee

The Media Guru Answers(Tuesday, November 14, 2000 ):
Typically, full service agencies charging 15% for ordinary sized accounts put up with these changes. Hence, many agencies have fee arrangements other than 15%. make an arrangement that reflects the work you do. If you are performing only media services and getting 15% your are well compensated.


Monday, August 21, 2000 #3730
what is the difference between a media advertising firm and a regular full service ad agency

The Media Guru Answers(Sunday, August 27, 2000 ):
A media services firm offers primarily or exclusively media buying and planning and media research. It does not typically offer market research nor the creative services offered by full service agencies.


Monday, June 05, 2000 #3531
I am the media director at a small, full service ad agency. Most of our clients are b-to-b advertising in trade journals. More and more we are finding that clients and prospective clients want to bring their media placement in-house for the most part in order to keep the media commission themselves. How do we convey the value of having their ad agency handle the placement? We are running out of ideas!

The Media Guru Answers(Sunday, June 11, 2000 ):
At his most cynical, the Guru wonders how much value there is if you can't convey it.

Theoretically, you bring professional experience to the table which the client doesn't have on hand.

You should be able to say and to demonstrate that you get better rates, better positioning and better value-added. The only other benefit that occurs to the Guru is if the client needs to compare the cost of an on-staff media professional to the agency fees for that stand-alone servce.

And media commission compensates an agency for much more than media placement itself, unless there are specific itemized fees for placement versus agency creative and other services.


Wednesday, April 12, 2000 #3391
Guru, I have been assigned the task of presenting the evolution of online media planning over the years. India has very recently seen some activity in this sphere, but in general the industry stalwarts are a little lost in all this confusion about the web and new media etc. Can you please guide me on the following: 1. How was online media originally planned 2. What kind of models have evolved over the years and which ones do you think have the maximum chance of succeeding 3. Have the traditional full service or media specialist agencies lost out in the race of online media planning. If so why? 4. What is the future for online media planning 5. Do you have a module on your website focussing only on online media planning and buying, parameters of evaluation and similar resources

The Media Guru Answers(Sunday, April 16, 2000 ):
  1. Originally, online media was planned in much the same way as any new medium, like cable TV in the early 1980's. With no audience measurement, planners looked for environment, and justified the medium in general based on who used it overall. Online was, at first, an obvious, high impact choice for computer and software makers. Nest as entertainment and information suppliers jumped on the web, website promotion came to the fore.
  2. The Guru doesn't find that there are a lot of planning "models" in use. As with other media, there are communications goals based plans, direct response plans, and revenue sharing driven plans. Each can succeed, the concepts serve different purposes.
  3. Traditional services haven't been the leading edge, but are catching up by acquisition and adding the services necessary. As the world of online becomes more research and resource driven, "deep pockets" will be important.
  4. As online becomes more established as just another ordinary medium, it will simply be just another choice in media plans, and online planning specialists will probably fade away, just as online agencies spread into traditional media, to fullt serve the advertisng needs of their web-based clients.
  5. AMIC doesn't have any purely online media palnning area. Most of the discussion on our email forum "MediaPlanning" is about online, however.


Monday, July 19, 1999 #2646
how do you think internet media agencies should be organized? do you think that new media agencies should be organized differently than that of traditional agencies? reasons? also, in your experience, what sort of structure have you seen as the most efficient for a media dept?

The Media Guru Answers(Friday, July 23, 1999 ):
1) Media-only agencies whether they work in new media or traditional media are, of course, organized differently than full service agencies (no creative, or production staff, smaller account services staff, etc).

Otherwise, they need planners, buyers, researchers and accounting, like any media firm. What might be different is the need for strategists, or futurists or some such title, because the internet is making its own rules as it goes along. At one point the new-media firm that created revenue-based advertising placements for CD-Now made a big breakthrough. Now the press is talking about the passing of on-line advertising as we know it, in favor of e-commerce and other direct revenue business models.

2)When the Guru entered the ad business, media department structure was quite different. Beginners ideally started in media research, to learn the basics. Otherwise, the starting positions was assistant buyer, then buyer, Buyers were "promoted" to assistant planner, planner, supervisor and so on. Buying was the junior work, planning the heavy thinking. This all changed when media services began in 1969. To compete with specialized buying services, agencies made buying a separate, specialist group. Was this more efficient? Probably not, it was a response to competitive pressure. In the Guru's opinion, buying became better, from a standpoint of value, through buying services' appearance, though within agencies, buyers became less answerable to planners and therefore, further from advertising goals.

What's the most efficient organization of a media department? From a get-the-job-done perspective, a pyramidal, hierarchical structure, with as little top echelon as possible, and respect for the workers. Clear lines of responsibility and authority.

From a client service perspective, the opposite; all senior level staff in all tasks.


Monday, December 28, 1998 #2238
Dear Guru, I have been asked to compile compelling rational as to why a potential client should switch their currentl media buying from a freelance situation to our marketing communications firm. We will be handling all of their creative and their PR so beyound the obvious of streamlining the process and additional in-house resources that we have, could you please provide input. Thanks

The Media Guru Answers(Monday, December 28, 1998 ):
The Guru cannot help you much without knowing the specific capabilities and resources your firm offers.

Good media buying is a function of experience, knowledge, information, and to a lesser extent, clout.

It is quite possible that the freelancer can deliver better media work than a full service marketing communications firm. On the other hand, if your firm is active in media buying and planning, perhaps you can present your capabilities in a way that makes you seem more able to meet the client's needs. If this will be your first or only media activity, what would make you more attractive than the freelancer?


Wednesday, December 09, 1998 #2210
I need to provide some rationale for radio advertising for a local, full service nursing home (demo w50+.) Goals are to increase the number of people in the actual nursing home, as well as its independent living and assisted living facility. Thanks!

The Media Guru Answers(Thursday, December 10, 1998 ):
If you want to justify radio for a target of 50+, you need to compare radio's audience and efficiency versus other media. And to focus on the various, highly 50+ skewed formats radio offers.

But the Guru thinks your target might need re-consideration. In the Guru's contact with nursing home admissions, it has been apparent that the decison is rarley made by the patient, but instead by family members, particularly their children. The overall decision that a nursing home is necessary may be made by a hospital, at discharge, as often as by family, but specific selection is usually by family.


Wednesday, September 30, 1998 #2065
Dear Media Guru, I am getting increased request from client wanting competitive spending information. Is there a source aside from CMR that provides this information?

The Media Guru Answers(Wednesday, September 30, 1998 ):
The Guru does not believe there is any other full service source.


Wednesday, August 27, 1997 #1402
Dear Guru, I am a student for my MBA entrusted with Setting Up Media Independents in South-East Asia" I am specifically refering to Philippines, Indonesia, Taiwan & Malasiya. Despite the fact that these Media independenst have set up shop in Hong Kong & Singapore , they have not been able to get the success they claim to have achieved in US & Europe. * What are the trends in the US & Europe in terms of business moving from full service agencies to media independents * What do clients look for in a Media independent * What kinds of service do these firms provide * What are their Salary & incentive structures * How are they configured(i.e. organization structure) * How do they charge- Fee or commision or both * what are the financial dynamics * what kind of staffing is required * what degree of independence do they enjoy * the level of tranparency do they have with the client * what software do they use & how useful is that * what should be ther marketing pitch for ther own services in S-E Asia These are a few questions I have been trying to gain insight into. I have already made some inroads in gathering some information & data but it is not conclusive. This kind of research has not been conducted ever in the school and it is my desire to make a good dissertation. I want to leave the school a good document so that others wanting to move into the advertising and media industry. I am sure you can help me given your extensive network. Please let me know of any other people that you think can help me get more info as well as opinion. Guru, I understand that I am asking for too much & I am getting too demanding, but I have no other place to look for data articles and the experience that you have in the industry. Thanking you, with warm regards, Vivek Mehta e-mail: vivs@aim.edu.ph Tel: 00-63-2-8181629 (home- after 10:00 Manila time) 00-63-2-8924011 to 25 (school)

The Media Guru Answers(Monday, September 01, 1997 ):
You need to do a literature review of Ad Age and comparable Eurpoean publications, such as Campaign



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