Media Barter and Brand Marketing

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.

Media Barter and Brand Marketing

Leslie StubinArgent Trading LLC

There is little doubt that the word “barter” makes some brand marketers' heads spin. For some people, corporate barter remains a bit mysterious. It need not be. The barter process is simpler than ever and has proven to be a valuable tool for corporations. In particular, trading merchandise for media is an important marketing tool for many companies. Barter was, after all, the original form of trade, pre-dating currency and serving as the building block for what evolved into today's economic system.

Nonetheless, marketers often have many questions about barter....

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