Media Effectiveness

• August 25, 2008

  Capitol Volkswagen Casts Wider Net With Radio Campaign

  By John Walsh | Advertising, Automotive Advertising, Campaign, Integrated Campaign, Media Buying, Radio Advertising | Tags: Advertising, Automotive Advertising, Bay Area Advertising, Media Buying, Media Effectiveness, Media Planning, Radio Advertising, San Francisco Advertising | 0 comments

  Back in April, we launched Capitol Volkswagen (the newest member of the Del Grande Dealer Group) with some cool, fun cable spots. Why? Because unlike network TV, cable is an incredibly targeted medium. If you want to reach…

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• June 2, 2008

  The Agency Discount Myth

  By John Walsh | Media Buying | Tags: Agency Commission, Agency Discount, Media Analysis, Media Buy, Media Commission, Media Effectiveness, Media Negotiation, Media Planning, Media Reconciliation | 0 comments

  

  In the good old days, newspapers, radio stations, TV networks, etc. offered advertising agencies a 15% discount. Because the agencies were able to pool their clients’ budgets, the media outlet’s cost of acquisition was greatly reduced and a volume…

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