Media
Fulfillment
Our
business philosophy supports a unique barter approach
to media fulfillment. Here, a portion of the proceeds
IMS receives from the sale of the product, coupled with
our ability to use certain goods and services allows
us to purchase media in a manner favorable to the client.
Further, our bottom line profit is a result of the effectiveness
of our re-marketing efforts of the client's product,
and does not rely on unreasonable cash blends to work
down the trade credits established from the sale of
said inventory. While advantageous "blending"
scenarios are attractive, they nevertheless must be
accompanied with a media fulfillment process that is
designed to maintain the integrity of the ingoing media
plan. Here is how the IMS process works:
Review
of Media Guidelines
Upon
agreement of the transaction, media plan guidelines
should be forwarded to IMS. These guidelines should
include target audience definitions, geographic considerations,
flighting and scheduling concerns and creative definitions.
Broadcast requirements would also include daypart
distributions and programming guidelines; positioning
guidelines and merchandising requirements would be
applicable to consumer print plans and geographic
adjacencies would apply to out of home programs. In
all cases, media pricing as established within the
media plan is required as part of the ingoing guidelines.
Working within the confines of this established pricing
structure, IMS can best illustrate how the trade credits
are used to offset the overall media expenditures.
Establishing
a Timetable
Based
on media and agency directed requirements, timetables
are established for the presentation of each media
buy recommendation, offered in the form of a paper
buy.
Buy
Presentation and Approvals
Both
the agency and client are afforded an opportunity
to review each media buy recommendation. It is suggested
that a meeting and/or conference call be established
to discuss the recommendation. Modifications are accommodated
as required. Final recommendations are forwarded for
approvals. All activity is placed only when the agency
and/or client grant(s) approval.
Stewardship
The
stewardship of approved activity remains ongoing for
the duration of the campaign to ensure approved activity
is delivered as purchased.
Post Buy Analysis
All
media activity will be followed by the appropriate
post buys and proof of performance documentation.
Conclusion
The
delivery of media in line with approved activity and
specifications are of paramount importance to IMS.
We have developed these procedures to ensure fulfillment
is commensurate with ingoing requirements, while maintaining
the turn-key nature of the entire transaction.
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