But i need a ppc spend placeholder in my media plan
Media plans won't disappear any time soon. The VP of marketing and the CEO still want a media plan for most ad spending. Allocations must drill down to media type, even the media vendor in most cases. In 2007, your media plan should have more flexible insertion order terms than ever before. Negotiate the most liberal out-clauses you can get. Offline media in particular are hungry for dollars as their viewership/readership drops.
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