Obtaining proof of performance

After you’ve made the manufacturer’s requested changes to your ads (if there were any), you need to make sure to get what’s called proof of performance from the media, which is really just verification that you ran the ads as you said you would. 

To return to the paint store example from the preceding section, when you buy your ads from the radio station, advise them that you’re using co-op funds (they usually know precisely what information you need). Make sure you receive the following verifications and co-op information with the station’s invoices:

• A notarized copy of your finished script listing the number of spots run and the total dollar amount those spots represented in your total media buy. If you’re using more than one script, each script needs to be notarized with the above information.
• A notarized or certified invoice listing the run times of each spot, the title of the script for each spot, and the total dollar amount of the buy. Advise the newspaper how many tear sheets you need to provide for the manufacturer (tear sheets are copies of the actual printed page on which your ad appeared — the manufacturer lets you know how many you need to provide as proof of performance). The newspaper provides those tear sheets along with its notarized total invoice. (For more on newspaper ads, check out Using Print Ads.)

The media you’re working with should know what your manufacturer needs as proof, but if not, be sure to ask the manufacturer. The proof of performance looks different for every medium.