commercial and posting would run exactly as planed. In reality,underperformance and schedule problems are facts of life. Thebuyer’s response to these problems must be swift and decisive.Poorly performing vehicles must be replaced or cost must bemodified. Production and schedule difficulties must be rectified.Delayed response could hurt the brand’s sales.Post Campaign AnalysisOnce a campaign is completed, the planers’ duty is to compare theplan’s expectations and forecasts with what actually happened. Didthe plan actually achieve GRP, reach, frequency and CPMobjectives? Did the newspaper and magazine placements run in thepositions expected? Such analysis is instrumental in providing theguidance for further media plans.
Billing and Payment
Bills from various customers come in continuously. Ultimately, it isthe responsibility of the advertiser to make these payments.However, the agency may be contractually obligated to pay theinitial invoice; or, because of various negotiations between theagency and selected media, it may be advantageous for the agencyto make the payment and then bill the client. Keeping track of it andpaying the bills is the responsibility of the media planner inconjunction with the Accounting Department. These six tasks are the highlights of media buying
2. Compare the different approaches to setting advertisingbudgets, in terms of their relative advantages anddisadvantages.Answer: Common Budgeting ApproachesSelecting the Right Advertising Approach
Once a company decides what type of specific advertising campaignit wants to use, it must decide what approach should carry themessage. A company is interested in a number of areas regardingadvertising, such as frequency, media impact, media timing, andreach.
Frequency refers to the average number of timesthat an average consumer is exposed to the advertising campaign.A company usually establishes frequency goals, which can vary foreach advertising campaign. For example, a company might want tohave the average consumer exposed to the message at least sixtimes during the advertising campaign. This number might seemhigh, but in a crowded and competitive market, repetition is one of MK0007 – Advertising Management and Sales Promotion - 3 -