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Make an appointment with the person responsible for purchasing advertising at a large advertiser in your market (not at an advertising agency). This person might be the sales manager of a large automobile dealer or the head of marketing at a large hospital. Interview this person and ask him or her what they expect of media salespeople, what attributes they would like to see, and what kind of service they expect. Make a list of these answers and compare them to the answers that professional media buyers gave in the IRTS survey in this chapter. Are there any differences? What are they? What did you learn from this exercise?