Home Page The Advertising Media Internet Center

Telmar Home Page


Media Guru

Guru Search Results: 16 matches were found

Sunday, March 07, 2004 #6404
Please explain the phrase "aor" Can you decribe the jobs of a Buying, Planning aor? And what benifits if an advertiser choose an agency aor vs. an normal agency?

The Media Guru Answers(Monday, March 08, 2004 ):
Click here to see past Guru discussion of aor

Tuesday, March 25, 2003 #5904
Please tell me about Agency on Record(aor) and the impact it has on agencies

The Media Guru Answers(Sunday, March 30, 2003 ):
The Agency of Record is the one with offiicial responsibility for buying media on behalf of a client. This harks back to the origins of the term "agency" meaning an organization authorized to negotiate on behalf of a principal.

The impact on an agency is primarily economic, and to some degree a plus in repute.

Wednesday, March 19, 2003 #5887
Can you give me some points on how to make a more efficient newspaper buy or tell me where i can find the information?

The Media Guru Answers(Saturday, March 22, 2003 ):
"Efficient" relates to cost versus audience. Assuming one is talking about the same ad in the same paper, efficiency is then about either volume or negoiating skill. You need reasons why the paper should give you a better price for a b/w page than it gives the next person. Can you book aor promise a longer schedule? Can you schedule to fit a pricign deal? Some papers discount heavily for ads repeated in the same week. So instead of running once every week for 4 weeks, run, Monday and Sunday in week 1 and Monday and Sunday in week 3. Look for other rate card opporunitities.

Are you doing business with another paper under the same owner? Can you offer an exclusive in a two paper market?

Sunday, January 12, 2003 #5729
I work for a magazine--employed by them. I remnant agency "A" has sold the acct before and an outside, ind. rep received the comm. The last ad ran a little over a year ago, and the client is a pharmacutical client--unlike their usual suspect mail order clients. Their clients are usually one shot deals except for a couple. There have been no call reports on the acct at all. I go directly to the client to sell them space with supportive editorial. The PR firm contacts me and says their going to take it. The aor (B) contact me and tells me the agemcy that negotiates rates (C) and issues orders will seed an insertion order--the contact at agency C tells me that the order will come from Agency A. I knew that the acct wanted the space, because of the edit. I don't receive an order and we're down to the wire. I call the aor(B) and ask about the order, he said it's approved and the net rate is say 10,000--payable to the vendor. Agency A sends an order for say 6,000. I will not accept it and the ad won't run. I call agency B and tell them I won't run the ad, and I need an order for 8,000. he issues the order because he knows I'm on to him--he doesn't want me to tell Agency C how he's raping the client and splitting the commission with a "broker" $ 4000 total. Agency A threatens not to run any more schlock, and go to the publisher about getting 2000 less for an ad. Agency A tells me not to talk to Agency B, and they will send the order. Anency B attempts to cancel ad. I tell him the order has been received and confirmed and cannot be cancelled after the deadline. Agency A can't believe that I went to their "client" directly. Agency A knew of the perfect edit and did nothing to obtain the ad. The outside rep who works with agency A is "direct-response" the ad is not DR. Client and agency A know nothing of Agency A. Agency A issues insertion orders showing Agency B as the "advertiser." What do yu think about the integrity of the parties involved? Are they taking advantage of just the little guy, or are a lot of publishers and clients getting screwed? Agency A is insolent and threatening about the atrocity of all this.

The Media Guru Answers(Saturday, January 18, 2003 ):
You could not have made this question seem any more complicated and confusing, so without assigning blame, the Guru will offer these comments:
  • The Guru has seen the situation where there is an agency, an advertiser, a media vehicle, an official "rep" and another rep who offers to handle placement as a service. The "other" rep doesn't mention there are two commissions being taken and when the advertiser or agency wants the expected merchandising support from the vehicle, they are turned down because the vehicle is seeing a net 20% below what the agency thinks it's paying.
  • The ethical question comes when the "other" rep doesn't reveal the extra tier of commission, pretending to sell just like the recognized rep.
  • Similarly, the Guru has seen cases where someone presenting their firm as a media rep actually is acting as an agency, interposing itself between the client's agency and the media vehicle
  • Again, the concealed extra tier of commission is the ethical problem.
  • You need to let each player who contacts you know the requirements and timing of any necessary insertion orders and stick to your stated net price.

Monday, January 06, 2003 #5719
I want to develop a competency grid for my team consisting of senior media planners and media buyers. I want to develop a grid that addresses key functional and general management competencies for both functions - planning and buying.Both planning and buying members have 4 to 5 years of experience and are part of a single large aor team( of around 12 members) The idea is to have a list of indicators against each competency domain and get each member to fill up such an assessment grid with evidences.This self assessment will then be validated by a panel consisting of me( their supervisor) and my business manager and his boss-the VP on the business. My question is: A.What FUNCTIONAL domains should be included for 1.planning and 2.buying B.What GENERAL mgmt domains should be included for 1.planning and 2.buying Greatly appreciate your feedback and help Thanks

The Media Guru Answers(Sunday, January 12, 2003 ):
Current business managment theory seems to be gravitating away from these formaularized assessments. If you must, however, the Guru woul look at


  • Turning input into goals
  • Setting clear goals
  • Clear and persuasive writing
  • Analytical ability
  • Mathematical facitlity
  • Understanding media types
  • Understanding media math


  • Interpersonal ability with teammates
  • Interpersonal ability with superiors
  • Interpersonal ability with clients
  • Interpersonal ability with vendors
  • Managing subordinates
  • Leadership and teaching
  • Setting and keeping work schedules
  • Appreciating company budget/expense
  • Entrepreneurship
  • Contribution to the bottom line

Monday, July 22, 2002 #5429
I am from the Philippines. We are bidding to get a bank as a client. They are relaunching their housing loan product. Their given budget is equivalent to twenty thousand dollars ($20,000.00) only. Size of the ad is 7 columns by 40 cms with long copy. A full color (launch) ad costs about $2,600 per newspaper. The sustaining black & white ad costs about $1,400 per newspaper. We plan to use the full color ad only for the first week, while the black and white ad would run from the second week up to the fifth week. This would be at the rate of 2 ads per week within three maor dailies. Is this right or should I use recency and just stretch the budget to 8 weeks at the rate of one ad per week? This is a relaunch and we want the ad to have impact in spite of the limited budget and the long copy of the print material.

The Media Guru Answers(Saturday, July 27, 2002 ):
Your answer depends on the reach of the newspapers used and the advertising climate for the industry. The Guru generally favors recency, but circumstances must be considered. You have not stated the relevant facts.

Thursday, November 29, 2001 #4916
Is it aor stand for AGENCY OF RECORD or AGENCY ON RECORD. Kindly explain to me.

The Media Guru Answers(Thursday, November 29, 2001 ):
Agency Of Record

Monday, July 23, 2001 #4599
I'm trying to find out the national inbound, outbound and in market spending to determine how much is being spent in each of the below markets: Atlanta Boston Chicago NY Dallas Houston LA San Francisco Do you know what the best resource would be?

The Media Guru Answers(Tuesday, July 24, 2001 ):
Your best resource is probably CMR (Competitive Media Reports), but there are going to be issues around rules and definitions of terms:

Does "inbound" mean purchases of media which reach audiences within the market or media that are owned within the market? Think of superstations.

Does outbound mean placements by agencies based in the market or by buyers based in the market or advertisers based in the market? How do you account for Dallas activity of an advertiser corporation with headquarters in Boston using an aor agency based in New York that places buying regionally from an Atlanta office?

Tuesday, November 07, 2000 #3948
WHat is the difference between a general media AMD position and an aor AMD position? My headhumter wants to send me for an aor position. How can I best prepare for this interview? Thanks!

The Media Guru Answers(Tuesday, November 07, 2000 ):
An aor is the agency repsonsible for making the advertiser's buys. Presumably the AMD must be concerned with managing the flow of buy orders and stewardship as well as interfacing with the client's media department.

If you are not familiar with network and magazine buying, that's probably what you should brush up on, if that is within the aor assignment.

Tuesday, August 31, 1999 #2754
Hi Guru! I'm in charge of the Media Department in a Latin America Food Company. We are in the middle of an aor pitch. I was searching in the Web about Media Allocator Systems, but I canīt find anything. Can you help me with latest news about it?

The Media Guru Answers(Thursday, September 02, 1999 ):
The Guru does not believe there are any current allocator systems commercially available. Some major agencies and advertisers have had proprietary systems designed by consultants.

The Guru will arrange to have an AMIC-affiliated consultant contact you.

Thursday, July 29, 1999 #2669
What is the role and job definition of a media planner in a creative agency v/s that of an aor agency ? Does the creative agency media planner need to give detailed plan schedules which include channelwise grps in order to justify reach/freq objectives to the aor agency?

The Media Guru Answers(Saturday, July 31, 1999 ):
"aor," or Agency of Record is a buying function and there is no inherent reason for a planner's role to be different. The planner should not need to "justify" anything to an aor, assuming plans are approved by the client before buying instructions are communicated to the aor.

Of course, there can be situations where specific rules have been set up going beyond the typical aor role.

Sunday, February 28, 1999 #2358
Dear Guru! I am looking for information, if available, about cars' media strategies. Since a lots of cars campaigns are focused on image establishment and brand equity, I wonder is there any information or examples of its media srtategies? (though every case is specific, I guess there are some general characteristics) Thanks.

The Media Guru Answers(Sunday, February 28, 1999 ):
It seems to the Guru that rarely is anything published about companies media strategies unless they do something very experimental or extraordinary, in other words, not something readily useable as a model.

The Advertising Research Foundation library probably has a compilation of published material and so may Ad Age. Pay-for-literature search sites like eLibrary might also be useful.

Wednesday, September 09, 1998 #2038
Dear Media Guru, I am sorry, but I have got not ordinary question. Could you help me to find e-mail or any other information about person who has sent following message to you --------------------------- "Sunday, March 15, 1998 #1828 Two Questions: 1) I've been asked to prepare a presentation covering "Alternative Lifestyles Marketing". When I was given the assignment I asked for a definition of "Alternative Lifestyles", but didn't get a good answer. How might you interpret this "target"? 2) I'm seeking information on the "Optimizer" programs that have become newsworthy (in media circles) as a esult of the recent mega-million P&G aor assignment. I've heard there are two. Who are they, and can you describe briefly what they do (strengths & limitations)? thanks! ---------------------------- Thanks in advance.

The Media Guru Answers(Wednesday, September 09, 1998 ):
The Guru does not reveal the identity of submitters of queries. We will notify the person of your interest in making contact.

Thursday, May 21, 1998 #1600
Gurus, thanks for the extraordinary service and the opportunity to bounce ideas/ask questions of media experts. My question has to do with screen advertising...those sometimes tacky slides shown in movie theatres before the previews, before the movie. I know one needs to consider the audience size, demographics and psychographics (dictated by the movie shown). Do you have any input or research on the effectiveness of this kind of advertising? Anything on the environment (actual, plus the advertising environment) in which the messages are presented? Any guidelines as regards pricing? Thanks!

The Media Guru Answers(Thursday, May 21, 1998 ):
In the Guru's experience, the "tacky slides" are likely to be ads by small, local advertisers. Tracking of results by these advertisers is not likley to ne available. On the other hand, the full scale, filmed commercials are usually handled by major reps, like Cinespot (212-679-2000) or Screenvision (212-752-5744), who would have research data available.

These are also the best resources for price estimates. The Guru would anticipate a broad target cpm in the $20 range, depending on several variables.

Sunday, March 15, 1998 #1530
Two Questions: 1) I've been asked to prepare a presentation covering "Alternative Lifestyles Marketing". When I was given the assignment I asked for a definition of "Alternative Lifestyles", but didn't get a good answer. How might you interpret this "target"?

2) I'm seeking information on the "Optimizer" programs that have become newsworthy (in media circles) as a result of the recent mega-million P&G aor assignment. I've heard there are two. Who are they, and can you describe briefly what they do (strengths & limitations)? thanks!

The Media Guru Answers(Monday, March 16, 1998 ):
1) "Alternative Lifestyles" generally refers to non-traditional social orientations which may become the major influence on a person's relationships, extending to product choices, entertainment choices, clothing styles, etc. Most often, "alternative" seems to be used to refer to socio-sexual distinction.

The Gay market is probably probably most familiar of the "Alternative Lifestyles" markets. Others might arguably be the singles market, the mature market, punk, rapper, etc.

2) Optimizer programs are designed to build media schedules based on detailed analysis of each possible "insertion" (print or broadcast).

Usually the programs optimize reach within budget. Therefore they will first select the most efficient (cost per rating point) single insertion. Next they consider every other single insertion, including a second use of the first selection. The pair of insertions with the greatest net reach per dollar becomes the next selection.

In some systems, each "best" choice is frozen as the base upon which to build additional schedule until the budget is exhausted. In more sophisticated systems, entire schedules are reevaluated for best mix at each incremental budget level.

In either, it is up to the planner to set constraints on which vehicles are to be considered, any weights or restrictions such as using each vehicle a minimum number of times, if used, or a maximum number of times.

Several agencies have proprietary systems. In Europe, there are commercial systems including "Supermaximizer" and "Expert."

In the U.S., the Guru believes the Telmar Optimizer is the only commercial system available allowing TV optimization with any available audience database (e.g. NTI, NSI, Cume studies, etc.)

Tuesday, January 20, 1998 #1490
What are the advantages of a client having an Agency of Record (aor)?

The Media Guru Answers(Thursday, January 22, 1998 ):
The Agency of Record is the one authorized to order media for the client. In a sense every client has an agency of record. The term has come to mean situations where the buying agency is not necessarily the creative agency and is common when a large advertiser whose brands are handled by several agencies designates one of the agencies to handle all business in a particular medium. The advantage, in theory, is that the aor has more "clout" in negotiation. A second advantage, especially in TV is being able to allocate spots from a large pool of purchases to brands in a way most efficient and effective for all.