Would I still use broadcast media plans or media estimates even if we e using a media buying system like SmartPlus, Strata, or TAPSCAN?
Probably not, but it depends on your client mix. The media estimating functions in Clients & Profits are designed for low-volume business-to-business media clients. They’re ideal for clients that don’t require detailed media analysis (i.e. reach/frequency, demographic, qualitative, etc.) It does a fine job of providing a client with a descriptive list of the planned media buys, which they can sign-off as an approval. The broadcast planning functions in Clients & Profits Pro provide a more detailed way to create media plans for clients, but are still designed for low-volume clients. Media buying systems like TAPSCAN, SmartPLUS, and Strata excel in providing pre-buy and post-buy analysis, as well as providing on-line access to research, unlike Clients & Profits. You can continue generating media estimates, media plans, and media orders in TAPSCAN, SmartPLUS, and Strata — then use the standard media interface developed for Clients & Profits to import the media buys for job costing and bi
