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TRANSPARENCY WITHIN MEDIA: THROUGH A GLASS DARKLY
Advertisers hire media agencies primarily because of their specialist ability to use data and research to select the most appropriate channels for the job in hand, and then to negotiate the best prices from those channels. The combination of these two skills ensure the best possible value for their clients’ budgets. True value is made up of two elements. The first involves understanding which media channels are best suited to meet the client’s objectives. The second is securing those placements at the best possible price.
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