Media buying: Barter

 

In the 1980s and 1990s, the media barter business was viewed with scepticism by many marketing executives, but since then the industry has undergone a transformation, and is now valued at over $1.5 bi ...

Barter has often been regarded as a questionable tool by marketers, but trading products or services for media can be a very useful marketing tool. This paper outlines how to identify if barter is a v ...

Programme barter, the exchange of programmes for advertising airtime, is growing in step with TV's fragmentation and cost pressures to broadcasters. The players now include advertisers and agencies, a ...

A discussion of TV buying and selling by barter. History and legislative background summarised, and why this makes barter attractive. Describes a research study among US TV stations to examine: whethe ...

This article deals with the work of the Advertising Liaison Committee, set up in 1980, under four heads: why it was set up, how it works, what it has discussed and the outcome, and where it goes from ...

This article, prepared in the context of submissions to the Peacock Committee, assesses the prospects for television advertising expenditure during the next 15 years. First, various interpretations of ...