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Clients: Tell Us What Your Budget Is!

by Harry Gold October 14, 2009

Why are some companies scared to disclose their budget to potential media buyers? What bad things could we do with that information? We will know eventually, right? Let me state here and now: It’s okay to let media buyers know…

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Planning The Buy: Seven Value-Add Ad Placements to Consider

by Harry Gold September 15, 2009

When developing an online media plan, don’t overlook value-added ad placements, such as text-based newsletter ads and advertorials. These placements aren’t always popular ideas, but they represent an opportunity to add performance octane to a proposal full of expensive premium…

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Great Free Media Planning Tools

by Harry Gold September 1, 2009

Media planners have many tools at their disposal to research and select sites that will help clients reach their target audiences. Very often we’re targeting large audiences by demographic or region, and we can use standard syndicated data tools such…

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11 Things to Measure Besides Clicks and Conversions

by Harry Gold August 18, 2009

Here we are in the midst of a true digital revolution. Dollars are being slashed from traditional ad budgets, and anemic online ad budgets are growing in proportion with the total spend. The new media economy is turning the old…

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Create a Media Plan and an Engagement Plan

by Harry Gold August 4, 2009

While working with clients, have you observed this? Clients will call a marketing initiative a branding campaign until they take a look at their reports. Like any rational person, their eyes head to the far right-hand side of report, looking…

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