What would you call our esteemed media buyers today ?? I am sure at some point, each on of us, especially who are part of the advertising sales, might have faced their wrath and would have been at the receiving end of their strong arm tactics.
I always thought media buying is both, a science as well as an art.With due respect to some, and unfortunately this breed is fast disappearing, most of them believe in wielding the sword and hammering the daylights out of poor media representatives.
I completely understand that the buyers today want to get the best deals for their clients. And why shouldn't they. After all ,getting more bang for the clients investment is the primary objective of all the media agencies.
But the point I am trying to make here is, about the faulty process, the error prone approach when it comes to negotiations. Firstly, every offering, be it a broadsheet, a magazine, a channel, or the new media (on-line) should be treated on merit. To put everything in one basket, and demand rates, which make a mockery of the card rate and challenge the very wisdom behind the offering, is sheer stupidity.
It's time they should realize that, it is very important to evaluate the medium from every aspect. There are so many serious launches happening today, and unless the buyers understand the medium, asks the relevant questions and gives that extra bit of weight age, negotiations will continue to be nothing more than a " Pahalwaan show" .
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