How to Buy Advertising Successfully

1. Determine the best publications for reaching your customers.

2. Find the best sales reps who work for those publications.

3. Uncover every available rate and hidden discount.

4. Complain quickly and firmly

4.1. and demand make-goods when mistakes are made.

5. Make your ad dollars go further than your competition's.

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7. Overview

7.1. When it comes to spending your hard-earned advertising budget, you want to get the best possible coverage for the best price.

7.2. To maximize your ad budget, use this map of buying tips to reinforce points you need to cover and get the best advertising deal

8. Be tough, firm, and fair.

9. Never stop negotiating.

10. Use reluctant-buying and competitive posturing techniques.

11. Don't be afraid to use the "This isn't working" speech.