The role of commercial media is to entice you to spend your media budget and spend it all with them. However rarely if ever does the media or the media agency ever say STOP spending your money or simply STOP for a period of time.
A wise media specialist will be across 2 sets of business conditions, firstly what's happening in your business on a daily basis and secondly what's happening in the media market. Often there comes a time when the media specialist needs to advise you to STOP media spending because your business does not need media at that point of time, there are issues within your organisation that no amount of media will fix, your future business conditions are mapped out well enough to have a clear picture of the road ahead or that the media market is not right; IE it is not the right time to invest your media budget.
In other terms knowing the right time to STOP and advise you, the client, clearly why their media budget should be held back and conserved for a concerted effort at a later date.
If your media specialist has not got the guts to advise you when to STOP spending in the media then it's time your media policy, media strategy, media planning, media buying and media audit are due for a re think.
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