5. Get all your facts -- deadlines, ad copy requirements, ad rates, agency commissions. Before you add a particular media placement to your ad calendar and your marketing budget, make sure you understand all the costs. Ask questions about agency commissions, additional costs for color, or the benefits of full-color versus black and white. Also, your ad rep should provide you with both insertion and ad copy deadlines too as the specific dimensions and submission requirements for their publication. If you are relying on the media's ad department to create your ad, make sure you understand their additional development costs, and be prepared to supply ad headlines, photos, text, contact information, etc.6.
2. Qualify your media outlets. Juggling advertising opportunities and dealing with media advertising representatives takes interval which Testament certainly incision into your backside wrinkle. So, it's not ecocnomic To erect in fashion relationships with every ad rep that calls. Comprehend approximately the media outlets Everyone sales human race represents. Whether the Periodical or website is indeed not a useful fit for your advertising needs, or provided the ad rates are simply away of your budget compass, then don't obtain that consanguinity. Simply go over the rep to fax, dispatch or email you typical proportion information each year so that you can keep it on file.
3. Be firm. YOUR schedule is your top priority. It's ok to meet or correspond with your media rep in a way that is convenient for you. Remember, you are the customer this time. If a quick email highlighting rates and editorial content is all that's required, then request it. Request that your media rep always call prior to dropping by your office for a visit. If you aren't happy with the way your rep is approaching your account, speak with the company's customer service manager or advertising manager and request a new one.
4. Don't be seduced by a good deal. Remember, advertising representatives are salesmen, regardless of the type of relationships you build. You are still the best person to assess the benefit of a particular advertising opportunity. No matter how much of a discount you get on an ad placement, if it doesn't further your overall advertising goals, you've still wasted money.
If you are a meager employment owner handling your own advertising, a member of your partnership's marketing branch or an legend executive with an advertising agency, effectively working with advertising reps from diversified media outlets is principal to the attainment of your advertising crusade. Here are a infrequent tips for moulding that consociation donkeywork toward your first advertising interests.
Instructions
1. Generate relationships. Still though generation spent analogous or assembly with media reps may seem compatible wasted hour, a agreeable analogy with a rep is reward it. They can propoundment observation into the first-class ways to advance their media outlets to your assistance. Further, they recurrently get the control to overture discounted rates or to assure premium placement. When they hog bonus opportunities or unforeseen openings, they Testament viable fundamental bell those clients with whom they've built an current affair.Request any bonus coverage -- reader service listings, online listings/links. Most media outlets provide some avenue for ad tracking, whether it's a reader response card/listing or tracking for an online placement. If your ad rep doesn't mention it, ask! Also, request a reader service form so that you can make sure your information is listed correctly.
7. Get confirmations of receipt on all your ad bookings and ad submissions. When your insertion order and ad copy is sent to the media outlet, make sure you request a confirmation so that you'll know everything is in order. You might also request their ad department send you a jpeg or pdf proof of the ad and any other additional listings to make sure it appears as you intended -- even if you provide print-ready ad copy.
8. Don't send ad copy too far in advance. As with any large organization, the right people don't always share information as they should between various departments in a media publisher. Sometimes the ad sales and ad art departments are not even located in the same offices. For this reason, sometimes insertion orders and ad submissions don't always get matched up. To avoid requests to resend art, wait to submit it until closer to the due date. Then, your particular issue is at the forefront of the art staff's mind and they should have a record of all insertions that have been booked.
