Are You Over-Paying?

How to Know in 60-Seconds or Less If You Are Overpaying and By How Much

Instructions: Choose the television/video media buys or the radio/audio media buys section below. Add up the number of questions to which you answer “No”  or “Don’t Know” for either section. If you answer “No” or “Don’t Know”…

5 or more times means you are overpaying by at least 50%.
4 or more times means you are overpaying by at least 40%.
3 or more times means you are overpaying by at least 30%.
2 or more times means you are overpaying by at least 20%.
1 time or less means you may not need a media negotiator.

For your television/video media buys: Are you…

1. Buying program averages?
2. Paying based on HH (Household) ratings?
3. Adjusting ratings using qualitative data?
4. Being sold projected ratings?
5. Posting your buys to ensure you got what you bought?
6. Certain the psychographic target is correct for your business?
7. Buying cost per point?
8. Buying proper reach & frequency?
9. Using the proper sweep and HUT/PUT levels to adjust the ratings that are being quoted?
10. Using IOLU elements (Intrusiveness to get the buyer’s attention, Offer that is spectacular compared to the competition, Logic for the offer to convince the consumer that it is real, Urgency to close the opportunity now rather than later)?
11. Subscribing to research & ratings and paying thousands of dollars each year to know how and where to negotiate lower prices?

For your radio or audio media buys: Are you…

1. Buying pre-emptible spots?
2. Buying inventory dumps?
3. Buying the ratings book average that is closest to the month in which you are running for cost advantage?
4. Asking for value-added inventory and getting it?
5. Adjusting ratings and audience delivery for your specific customer trading zone?
6. Inserting guaranteed-to-run buy orders for a lower price than the “best offer” rate given by the media?
7. Buying on a cost-per-point basis?
8. Posting your buys to ensure you got what you bought?
9. Buying on a gross rating points basis?
10. Are you adjusting rates based on qualitative data?
11. Does your advertising contain the IOLU elements (Intrusiveness to get the buyer’s attention, Offer that is spectacular compared to the competition, Logic for the offer to convince the consumer that it is real, Urgency to close your prospect now rather than later)?
12. Subscribing to research & ratings, paying thousands of dollars each year, to negotiate how and where to lower prices?

Watch this 2-minute video here to see how much you are probably over-paying.