Negotiating Partnerships: Increase profits and reduce risks

New demands on the advertisers

If the advertiser is going to get the maximum out of the budget for insertion, it will in the future mean changed demands on the time and the employee and management resources which the advertisers invest in co-operating with TV 2 Advertising.

‘Far too often we experience that the advertiser’s efforts are used in the creative phase, the co-operation with the advertising agency, while the media plan is entrusted with the media agencies. It is a minimum amount of time, perhaps less than 5 per cent of the time, which is spent goal-oriented on purchase of advertising time. This puzzles me because it is often here that a significant amount of money is spent and here the advertiser can optimize the value of his investment’, ...