Clout only a part of media buyer's value

Anderson, Arthur A.
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p26
Trade Publication
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.


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