|
|
Article: Bigger isn't always better when it comes to media buys.(real politics)
- Article from:
- Campaigns & Elections
- Article date:
- June 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 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)
|
In past years, media buying was simply a way to pay consultants more than they dared charge directly. While no consultant to a $4 million campaign would easily hand his client a bill for $600,000, charging a nominal fee and 15 percent commissions went down more easily. A percentage was always easier to charge than a dollar amount.
[ILLUSTRATION OMITTED]
But that was in the age of three-network media buying, when all one had to do was to follow the Nielsen ratings and purchase the shows that made sense. Media buying used to be a no-brainer.
Now, cable television offers such a variety of possibilities that media buying really requires some brains ...