The media representative assigned to your account is an important element in the success of your advertising campaign. If possible, try to deal with senior account executives. They can make decisions and get things done, usually without the approval of the sales manager. A good sales rep does more than just sell you time or space. They provide extra value by getting better scheduled times for your radio spots, right-side read and good placement for your print ads, and looking for promotional opportunities to enhance your buy.

A good representative will want to get inside your business, not just ask "What is your budget?" They will provide research to back up their recommendations and suggest combined media buys and strategies to make your advertising more effective.

Interview the possible candidate. Remember, you are essentially "hiring" this person to work for your company. Ask about their background, their experience. Are they familiar with your industry? Who do they currently work with - what other accounts do they represent?