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Todays Session

Plan
Implementation
Background
The proof of the pudding is in the
eating!
A brilliant media strategy, path
breaking innovative ideas and the best
negotiations can be nullified if the Plan
is not implemented right
The last phase- monetary transactions
take place
Systems and processes are critical- zero
error
Raising Estimates
It is the only official financial document which
records a written authorization from the client
It should be raised on negotiated rates and a
record of approved estimates should be
maintained- done by the Media Operations Dept
It is the document on which the client
authorizes the agency to make financial
commitments- a media plan approval is not
enough
The media agency is liable for the money spent
with the media partner- tripartite agreements
also happen
Deal letters and contracts with the media
partners have to be in place
Usually a Schedule and estimate are combined
into a single document
Booking the activity
Check the following:
1. Space/ Time availability
2. Material readiness
3. Deadlines by media
4. Special requirements- position availability etc
. For TV:
1. Paid: bonus ratio needs to be considered
2. FCT availability is key: campaigns may break staggered across
channels
3. Sponsored programs may have larger lead times: promo tags
. For Radio: similar to TV
. For Outdoor:
1. Do a recce to finalize sites and reconfirm
. For Internet:
1. Rare inventory issues except premium poaitions
. For Print:
1. Cancellation charges
Release Order or RO
Crucial document authorizing the media
to carry out the activity
Prepared only after receiving signed
estimate
Automatic by product of the approved
estimate
While the entire estimate might be
approved, the RO might be sent in
stages to the media partner
Material may be sent separately or
dispatched with RO- use of technology
has shortened the timelines
Material Dispatch
Creative units: size, language, duration
All DD ads need a story board approval: I&B,
AAAI & ASCI framework
Private networks have their own stipulations
Some standard stipulations for all eg These
stunts are performed by experts. Please do not
try without guidance
The requisition specifies the requirement from
the agency for airing/printing/broadcasting the
ad by media
Usually the creative agency takes the onus to
deliver material
Servicing team from creative agency & Media
services agency must have a seamless
relationship to ensure implementation
Monitoring the activity
Ongoing monitoring and prompt
make goods ensure fewer
unresolved disputes, full billing for
the agency
No plan under delivery for the brand
Print: periodicity, Publication house
TV: TAM
Radio: RAM
Outdoor: Photographs
Billing & Collection
Tight control on billing and collections
ensures that the agency has a
profitable client
Monitoring statement is a key support
document for billing besides approved
estimate copy
Disputes to be resolved before billing
Outward bill to the client
Print has a voucher copy/ tear-sheet
system
For TV, third party monitoring reports

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