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ABM, Four A’s create standardized RFP for media advertising

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New York—American Business Media and the American Association of Advertising Agencies on Monday introduced a standardized form for requests for proposals (RFP) that can be used by media buyers and sales teams to built marketing partnerships more effectively.

ABM’s Media Advisory Board Committee, which consists of leaders from media companies and marketing agencies, has been developing the standardized RFP for months.

“The adoption of this process by both the Four A’s and ABM marks a critical change in the way in which business-to-business media are evaluated, bought and sold,” said Jeff Reinhardt, senior VP of Prism Business Media and a committee member, in a news release.

The guidelines detail how media planners can obtain information on a client, including an assessment of a client’s marketing goals, key factors regarding competitors and metrics.

The Four A’s 1,175 member agencies place 80% of all national advertising. The RFP is downloadable from www.americanbusinessmedia.com .

—Matthew Schwartz

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