Articles & Reports
WFA guide to choosing and using a media auditor
Tue, 01 Jun, 2010
While many advertisers may now employ auditors, the need has arisen for a comprehensive guide, international in its perspective, describing and defining the advertisers’ needs and objectives, the auditors’ working methods and operating principles, and making recommendations on how they should work together.
This paper is designed to address this, and is intended to help the client – and also its agency partners – to obtain optimum value from the audit process. It is intended to apply to assignments where an independent media auditor is analyzing media performance data. It doesn’t pretend to be prescriptive and refers to best practice principles, which should be borne in mind by all parties involved in a media audit.
Similar documents, more or less detailed, exist in some countries (see: Bibliography). In case of conflicts or discrepancies, the existing national codes – if published with the participation or the official agreement of the local advertiser association – shall prevail over this international guide.
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