When you embark on an advertising campaign, many small business owners believe that they can go out and buy their own media and save on the agency costs. Usually, this is only true if there is some mis-communications between the company and the agency. It is quite unthinkable that ad-hoc media buying can be more efficient and effective than professional media buying.
An agency that specializes in media buying is going to have bulk deals, demographics and other information that most other people, who are not insiders, will not have. If you over-spend on media, it is usually a case of poor planning or getting carried away by grand visions. A good agency should be able to advise on the optimal media spend. Cheap media buys usually hide the reasons why they are cheap. Unless you are in the know, it will be hard for you to tell genuine buying opportunities from lame sales tactics.
Seriously, don’t try it on your own.
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[tags]media buying, advertising, advertising agency[/tags]
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