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And, yes, he needs the media to buy into that assumption.

"I'm surprised that the media bought into such a weak bill," he said.

For a modest media buy, that spot caused a lot of attention.

"With the response he is coming up with, the national media isn't buying it."

They may also be managed by media buying agencies who specialize in direct response.

It was only discussed with media buying agencies afterwards.

"It's an example of a highly targeted, small, low-out-of-pocket media buy that you can have fun with."

The media would buy it, grudgingly at first, but with renewed enthusiasm once the Agency produced some solid "evidence."

Which would explain why, recently, the British media has enthusiastically bought into the idea of international train travel as a realistic and relaxing alternative.

In the traditional business, services are usually supplied by infomercial producers or by media buying companies.