Norris Portfolio
Design – Development – Marrketing – Consulting

Effective media plans don’t happen by accident. The best media plans come from employing a disciplined approach to the entire media placement process. This process includes exhaustive media planning, negotiating low rates and “added-value”, thoroughly auditing both the plans’ execution and results and then reevaluating the media strategy to address opportunities for improvement. We refer to that process as Media Management. While it includes “media buying”, Media Management is a far more comprehensive approach to placing client advertising.

Unfortunately, not all advertising agencies are equipped to provide this type of Media Management. While some ad agencies might produce great ads, they are limited in the experience or resources they have to commit to developing media plans that can maximize ROI. Moreover, while in-house media buyers may do an adequate job of negotiating rates and placing a schedule, they often have neither the planning experience nor the analytic tools necessary to be truly effective at measuring and optimizing the buys. As such, the media placement doesn’t deliver the results it should. That’s where Norris Portfolio can help!

Media Management, as practiced at Norris Portfolio, involves four distinct steps.

• Plan
• Buy
• Analyze
• Adjust

Norris Portfolio’s experience over the past 25 years is that employing this type of comprehensive approach lowers media costs and improves media results. Placing a media buy might sound simple, but creating and executing a media plan that will reach the greatest number of target consumers… in the most effective way… and generating the most effective response… at the lowest possible cost takes hard work… much of which comes well after the media runs.