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Why Advertisers Need to Know More

Why Advertisers Need to Know More

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Mike Drexler

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Thought Leaders
165 26 8

Most advertisers today are concerned about how their media investments are being handled by agencies. While agencies still place the bulk of advertiser budgets in paid media, advertisers generally do not know all of the methods agencies often use to obtain media prices, track the performance of media delivery and then be fully accountable to the client before they are billed and invoices paid to the media. First, how do agencies negotiate with the media? The answer often seems simple, but it is not. The simple answer is they use research data to understand the characteristics, purchasing patterns and media habits of the consumer, arrive at the specific media vehicles, channels and platforms that attract the client’s key target audiences and then negotiate a price based on how they “read” the supply and demand of the market. (There are lots of ways to do this with trend data, money committed to the market, advertiser budgets being revealed, the general economic outlook and oftentimes an established client base for benchmarking year over year increases.) It is, however, in reality more complex.

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Mike Drexler photo

Mike Drexler

Mike Drexler is currently a Managing Partner at Drexler/Fajen & Partners, a media agency review firm that works with advertisers to evaluate their agencies’ performance. He was previously Founder and Principal of Drexler Geller Associates, an execu… read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

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Advancing Diversity
Go to page
#Ask-GenZ
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Future of Men
Go to page
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Go to page
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Go to page
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MediaVillage “The Business” is the industry Knowledge Exchange, where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “The Business” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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