Working with a big agency or media buying service is like working with a big law firm. Unless you're the top billing client, chances are you're working with a junior partner who's learning on your dollar. When we tell prospective clients that big agencies don't get better media rates, they are sometimes skeptical. We could offer several examples where we have beaten the big agencies on price but this unsolicited email tells it all.
If you're not familiar with IPG, they have 41,000 employees worldwide and 28 companies in the U.S. that buy media for Coca-Cola, Johnson & Johnson, Mastercard, Microsoft, Sony and others. TVadvertising.com occasionally receives media requests like this from big agencies and media buyers. They never seem to be too concerned about the price their clients will pay for media. Of utmost importance to them is that we utilize the Big Agency 3-L Strategy:
A Dollar a Holler
In the old days when TV spots first became available on local cable systems, a popular ad sales technique was to offer first-time clients "the dollar a holler" media strategy. 1000 spots for $1,000 -- or you could supersize and get 5000 spots for $5,000. This was sometimes referred to as the "tonnage" strategy. If you venture out into the TV media swamp today, amongst the muck of per-inquiry, remnant time and rev-share deals, you can still find similar "packages" overlooked by more experienced marketers.
National TV Spots Only $34. Limited Time Offer!!
It makes you wonder why anyone would pay $600,000 for a single spot on Sunday Night Football when they could get 17,646 "national TV spots" for the same price.
Television media is a commodity. Supply and demand controls the rates and they change every quarter, sometimes every day, sometimes every phone call. So, what's the bottom line? TVadvertising.com specializes in TV advertising.
Complete TV commercial and program production services. Network-quality primetime commercials created by top Hollywood Producer / Directors – plus effective and inexpensive spots for the web or local TV.
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