Media buying efficiency preferred over media planning or strategy
Normally in a media pitch presentation we come up with various strategies or beautiful slides in the name of strategies. We assume POV (Point of View-- what management has to select when deciding on strategy) on behalf of our esteemed would be client and stretch strategy to the limit. Only condition is that it should look and sound vague. If it is simple it can not be strategy and obviously we are considered specialist and so anything from a horse's mouth has to sound as foreign language, it should generate awe in the audience. And, at times we do come up with good solutions or say nice strategies that really have the potential to shape up the business. And, then after rounds of applause and amused looks, clients especially with smaller pockets come up with this one liner i.e., but, those are all gyaan (theoretical knowledge) what matters is how much value you bring to the table say if I give you Rs. 10 crs. if you make it Rs. 25 crs. through buying, I'm on. ...