TITLE

Clout only a part of media buyer's value

AUTHOR(S)
Anderson, Arthur A.
PUB. DATE
April 1999
SOURCE
Advertising Age;4/5/1999, Vol. 70 Issue 15, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the author's opinion on the relevance of media-buying clout among advertising agencies in the U.S., as of April 1999. Difference between best and worst buying agencies among comparable buying organizations using identical specifications; Criteria for selecting a media-buying agency; Significance of media-buying economics to volume of media investment from year to year.
ACCESSION #
1727718

 

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