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Article: Political media buyers deserve a place at the table.(OPINION)
- Article from:
- Campaigns & Elections
- Article date:
- May 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Campaigns & Elections, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When putting together staff for a political campaign, the most time and attention often goes to those who work in strategy and creative areas, including the creation of commercials.
Where to place those commercials once they are finished is a very important consideration. It has traditionally been a decision that receives very little, if any, notice.
Thirty-five years ago, this was also the case in the private sector. But due to the ever-changing complexity and expense of media placement, advertising agencies and major advertisers realized that media buying specialists could save the advertiser millions of dollars. That change brought about the birth of ...