The Media Buying Process: Perceptions of Media Sales Representatives.

This three-wave e-mail/Web-based survey examined current perceptions of media sales representatives. Media departments from small, medium, and large advertising agencies across the United States answered questions related to the general perception, influence, and role of media sales representatives across media types. Overall, the findings suggested a favorable opinion about media sales representatives with magazine representatives rated as most influential. Trust emerged as a critical component in the buyer—seller relationship. In addition, providers of reliable knowledge and information were found to be critical roles of media sales representatives. The findings are noteworthy and emphasize the importance of educating industry sales representatives regarding the value of relationship building in the media sales process. [ABSTRACT FROM AUTHOR]