Cracking the hard sell
13 September 2012
Purchasers can undoubtedly add value to advertising, but Indu Sharma warns that a tailored approach is needed if they are not to end up with egg on their face
So you think that buying an advertising campaign is no different from buying any other product or service? So you have the same approach to buying commodities as you do to buying energy, fuel or car components? Think again. Certainly, there are sound purchasing principles and procedures that can be applied to anything you buy, but these need to be adapted to the...