Why is it local advertisers spend their hard-earned money on marketing communications without ever knowing what their media dollars are actually buying? Do they have money to burn?
Large national and regional advertisers, who commit hundreds of millions of dollars every year, wouldn’t think of spending a dime without first evaluating ratings and readership, reach, frequency, gross rating points and cost per point data.
Know what you’re buying! How else can you determine if you’re paying a fair price or your communications have a chance of being effective.
Vice President, Creative Services