A make-good policy describes how a publication would compensate an advertiser for a technical error or a failure to run an ad by providing a replacement "make-good" advertisement at no additional cost. For example, If the Daily Campus accidentally prints a local bookstore's full-page coupon in black and white instead of the requested full color, the paper will issue a make-good by running the corrected color ad in the next issue for free.
A make-good policy is crucial for your organization. Here are six key reasons why:
It helps maintain the customer's trust
Upholds your organization's reputation
Ensures fairness and accountability in advertising practices
Promotes transparency
Proactively resolves issues
Fosters positive relationships
Note: We expect EVERY ad we book with your organization to run. However, we understand that mistakes happen. A clear make-good policy provides a source of accountability that helps us help you when things don't go as planned.
What should I include in my organization's make-good policy?
We have seven tips to help you create your make-good policy. However, it is vital to remember that customization is key. Take these elements and adapt them to your organization's requirements and standards. Keep your make-good policy updated and review it frequently to ensure it remains relevant and practical.
Scope and Purpose: Clearly define the purpose of the make-good policy and specify the circumstances under which it applies where there is a failure to meet agreed-upon expectations or deliverables.
Eligibility Criteria: Outline the criteria determining when a client is eligible for a make-good. This may include specific conditions such as failure to run an ad, creative or link errors, and scheduling mishaps.
Resolution Process: Describe the step-by-step process followed when a make-good is required.
Remedies or Compensation Options: Clearly outline the remedies or compensation options offered as part of the make-good. This can include options such as a replacement, credit, rescheduling, or additional services to rectify the situation.
Timeframe and Deadlines: Set realistic timeframes and deadlines for resolving make-good requests. Communicate the expected timeframe for decision-making and provide transparency regarding the timeline for implementing the agreed-upon remedy.
Transparency and Accessibility: Make the policy accessible through various channels, such as your website. Ensure that it is written in clear and understandable language.
Review and Continuous Improvement: Establish a process for periodically reviewing and refining the make-good policy. This ensures that it remains effective, aligned with business objectives, and responsive to changing customer needs.
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