Inc is completely flexible
in terms of the point we undertake an assignment. We have the ability
to begin with planning and the full and complete development of the
media plan. Or, we can take on just the buying assignment of a previously
In terms of buying, we adhere completely to the strategy set forth
in the plan, or if no such strategy exists, we will work in concert
with the agency or client to establish one. Then, in line with our
open book policy, a complete paper buy is presented for approval prior
to the actual buy. This offers the client the opportunity to review
our buying strategy and offer any subjective or objective comments,
suggestions, etc. In terms of cost, the paper buy will represent the
maximum dollar outlay since final, hard line negotiation is withheld
until actual buying is undertaken. It is this area where the difference
between our technique and normal buying is most apparent. Under normal
circumstances, should a paper buy be within budget, it will simply
be executed without further effort. However, we believe our negotiation
begins at this point since having the ultimate authority to order is
truly the strongest weapon at our disposal. And, once accomplishing
this we openly report back on underbudget situations,offering the opportunity
to either save the unspent funds or increase or upgrade schedules.
The only exceptions to this are if the ok to buy is delayed substantially,
or if the media buy is a last minute buy.
Once buying is complete, full and complete schedules and estimates
are supplied which includes cost, ratings and demographics as required.
We will then traffic commercials if needed.
Billing is conducted on a monthly basis and includes station affidavits
and costs for each station. With our open book policy we do not white
out station costs so you will see all station invoices are fully
and completely reconciled by us prior to the billing. The client
pays only on spots run as ordered.