ABM/AAAA Create Standardized RFP for Media Advertising; Guidelines Will Help Marketers and Media Work In Concert
Posted on: Monday, 27 March 2006, 18:00 CST
American Business Media and the American Association of Advertising Agencies have prepared a standardized form for requests for proposals (RFP) that can be used by media buyers and sales teams to efficiently build marketing partnerships. American Business Media's Media Advisory Board Committee, made of leaders from media companies and marketing agencies, has been developing the standardized RFP for months.
"I am very happy that we were able to work together to provide the industry a new tool to further enhance communication between agencies, the media community and clients and produce the best results for our clients," said Vickie Szombathy, VP media director, Starlink Worldwide and chair of ABM's Media Advisory Board Committee, and chair of AAAA's Business to Business Media Committee.
"The adoption of this process by both the AAAA and ABM marks a critical change in the way in which business-to-business media is evaluated, bought and sold," said Jeff Reinhardt, senior vice president, Prism Business Media and committee member. Having media departments provide information about their clients' needs, goals and measurement criteria will most certainly lead to smarter media buying and selling. Ultimately the client, the agency and media companies benefit from this.
The guidelines detail the best way for media planners to obtain the best information on a client. This information includes assessment of a client's marketing goals, key factors in the competitive environment and metrics. The RFP is downloadable from www.americanbusinessmedia.com
About American Business Media
Founded in 1906, American Business Media is the association for business-to-business information providers representing producers of more than 2,000 print publications, 2,500 Web sites, 1000 trade shows, and other media. Its 280-plus member companies reach an audience of more than 90 million professionals and represent more than $20 billion in industry revenues. www.americanbusinessmedia.com.
About the AAAA
The AMERICAN ASSOCIATION of ADVERTISING AGENCIES is the national trade association of the advertising agency business. The 1,175 member agency offices it serves in the U.S. employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising.
The management-oriented association helps its members build their businesses, and acts as the industry's spokesman with government, media, and the public sector. For more information visit our Web site at www.aaaa.org.
Source: Business Wire
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