Buying advertising is tough. Whether it’s online or offline, if you’re not familiar with basic terms, then you’re starting the process behind the 8-ball.
This person is a sales person. He/she has a quota to meet and a boss to answer to if that quota isn’t met.
If you’re lucky, you’ll find one who understands that the more effective your advertising is, the more money you’ll make, and the more money you make, the more money you’ll spend with him/her.
If you’re lucky.
More often than not, you’ll be interacting with the “sales pro” whose only goal is to hit the dollar figure set by the sales manager of the media you are considering.
If that means selling you into a program that doesn’t reach your target market, well, if you’re willing to buy it, this A/E (account executive) is willing to sell it to you.
That’s not to say this A/E is evil; on the contrary. He/she is doing his/her job, admittedly with a very short term focus, but is still performing the duties of the position.
That’s why it’s up to YOU to know who your target market is and to evaluate the offers that an A/E presents to you. If you know your customer well, then you’ll be able to spot the offers various media A/E bring for your consideration.
If your target market is comprised of avid Colts Football Fans, then the Wedding Spectacular isn’t the place for your message. Because there really is no way for the most persuasive sales person to get around the objection, “This isn’t reaching my target market.”
On the other hand, I always admired the A/E at a local radio station who sold a tire store a booth in that station’s “Bridal Spectacular.” I wonder if the tires store owner ever questioned whether or not his target market was brides to be?