ABSTRACT
Agencies buy audiences. Media are simply a way of getting to the target audience that the advertising is supposed to reach and media buying can be a mean business. Good media buyers are usually respected by the media salespeople. Planning is important too, even after the big decision has been taken on which kind of media client should use. Some agencies tend to go for as high a proportion of the target audience as possible and on the more sophisticated plans you might expect to see an indication of how the average OTS varies amongst your audience. Although account handlers should be able to rely on their media planners to provide a great deal of expertise, It should have a grasp of the issues that emerge at the point. Each salesperson may deal with a particular kind of advertiser or product, or with a shortlist of advertising agencies.
