Читать книгу Media Selling - Warner Charles Dudley - Страница 74

Advertising agencies are service businesses and their expenses are mostly for people: copywriters, designers, art directors, media buyers, media planners, account management people, and so forth. The fees ad agencies charge are typically based on the following: (1) a monthly retainer fee against which media commissions are credited, (2) an agreed‐upon charge per hour for work performed, or (3) a complex formula related to the amount of work the agency performs for a client as a percentage of the agency's total overhead. One reason that the fee arrangement is preferred by many advertisers is that they do not want their agency’s income to depend on how much money they invest in the media. Advertisers want to make sure the agencies place their ad dollars as efficiently as possible and that the agencies buy the most effective, not necessarily the most expensive, media.