Buying Services and the Media Marketplace
Leo Bogart
The advertising business and advertising research have been transformed by recent developments in media planning and buying. The rise of independent buying services is just one element in a fast-changing environment. Consider these trends:
- The huge expansion of advertising budgets
- The globalization of marketing and brands
- Corporate mergers that concentrate market power among clients, media, and agencies
- An explosion of media channels and voices, fractionating the audience and complicating the task...