In new media planning, there is no point in concentrating solely on TV advertising; it has to be a totally integrated campaign across all media, from the start. Within a media environment that should solicit more experimentation, the advertiser community is relatively unprepared to change their approach. Pre- testing for media other than TV is still the exception, with measurement of effectiveness after the event similarly far more common for TV than other media. Many advertisers feel that their agencies do not always provide best advice. These same advertisers rank better targeting (through fragmented media), cost effectiveness and the development of new media as their priorities for the next five years. So the challenge is laid for advertising agencies to prove their worth,
In addition, advertisers are calling for greater transparency of agency margins, with performance-related pay and for agencies to learn more about their clients' businesses. Only 44% per cent of clients in research conducted by De Saulles Associates said that the service they received from advertising agencies was "OK". At the same time, eight out of ten believe that service was an important differentiator. Finally, only 17% believe that current fee practices are satisfactory. Is it any wonder that clients change their agencies so regularly? The challenge for the media marketer is to measure both the effectiveness of the creative element and the efficiency of the media campaign prepared by agencies. Agencies will measure TVR (TV Ratings Point)'s impacts, gross rating points, opportunities to see, and so on.