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媒介购买公司,正规叫法是“媒介专业代理商”(Media Specialist),兴起于欧洲。由于欧洲国家之间的经济交往频繁,大量广告在投放过程中不限于本国,一些广告公司将不同客户的广告在媒体上进行集中投放.产生高额利润,以此吸引客户。为了进一步满足客户,这些广告公司又利用代理费购买数据以及研究工具,提供更完善的售前售后服务给客户,渐渐形成稳定客户群。在此基础之上,媒介购买公司形成“媒介计划”环节,帮助客户制订长期或短期的媒体投放计划,成为客户的重要合作伙伴。媒介购买公司可以说是传统意义上的4A广告公司在业务细分后形成的公司种类。1997年11月,由上海奥美广告有限公司和智威汤逊中乔广告有限公司的媒介购买部门合并而成的传立媒体成立,并分别在上海、北京、广州、深圳和福州设立分公司,提供全面的媒介服务,包括媒介策划、购买、调研、电视制作包装,数字化媒体咨询。
Media buying companies, formally known as “Media Specialist” (Media Specialist), was born in Europe. Due to the frequent economic exchanges among European countries, a large number of advertisements are not limited to their own country during the delivery process, and some advertising companies focus their advertising on different clients in the media to generate high profits to attract customers. In order to further satisfy customers, these advertising agencies also use agency fees to purchase data and research tools to provide better after-sales service to customers, and gradually form a stable customer base. On this basis, the media buying company formed a “media plan” session to help clients formulate long-term or short-term media release plans and become an important client for their clients. A media buying company can be said to be the type of company that traditional 4A advertising companies formed after business segmentation. In 1997 November, by the Shanghai Ogilvy & Mather Advertising Co., Ltd. and JWT Advertising Co., Ltd. Zhong Qiao media merged the merger of the media was established, and respectively in Shanghai, Beijing, Guangzhou, Shenzhen and Fuzhou set up branch offices, Provide a full range of media services, including media planning, purchasing, research, television production and packaging, digital media consulting.