Things to Consider when Selecting Advertising Agencies
Things to Consider when Selecting Advertising Agencies
When
we establish any business organization our ultimately goal would be to achieve
the main objectives of an organization. They will ultimately target to sale
their products or services and they are more aware on the marketing mix of 4Ps
such as product, place, price and promotion. Among them promotion is one of the
important element of market to known to the eyes of consumer and it is also
important to promote the product more effectively so they can increase their
customer and they trust over their products. Marketer see the advertising as a
part of a promotion strategies therefore marketers should follow some method
when selection of agency (William, Weigold, & Arens, 2013). Advertising
agencies are independent business organization composed with creative and
business people who develop and prepare and place advertising media for sellers
to find the customer for their goods and services. Here are some few to be
considered when selection of agencies and they are as follows.
There
are various types of agency. Some can be full-service agency whereas other can
be part- service agency. Each type of agency has different outlook and
advertisement activities. The selection of agency depends on the marketer wants
full service agency or part-time agency. Full service agency involves in
complete advertising functions and has large number of expert employees. It
looks upon the customers as key clients and communicates with prospective
purchasers. Where part time agency is offers services on free of cost or
project basis. They perform various outside activities and coordinate the
activities.
·
Compatibility
The
selection of advertisement agency also depends upon the compatibility of the
agency. As per the company requirement, the company hire the advertisement
agency. For that they might visit various agencies in the search of its merits
or demerits, services types. It is the method of handling the accounts and
using the available opportunities.
·
Agency Team
Under
this, the marketer might select the advertisement agencies depend on the agency
team. The Agency team includes management specialists, market researchers,
copywriters, media and design experts, production managers and directors. As
per the agency team’s experiences, thinking and attitude and their
personalities have positive effect on the selection process.
·
Services
Different
advertisement agency provide various services and the services provided by the
agency can evaluated with a view to chose the best advertisement agency. The
services such as accounting, general agreements, project estimation, selling
attitudes and other services perform by advertising agencies are considered in
evaluation on their efficiency and credibility in performing.
·
Creativity
Creativity
is an important part of advertising. When the advertisement agency are capable
to provide great effort on the creativity there will be more chance on the
selection of such advertisement agency. Many business marketers don’t want to
ignore such type of agencies and have willingness to work with such agencies.
·
Problem-solving
Approach
Advertisement
agencies which have capability on problem solving approach can be more useful
and superior for the selection of the agencies. When a business organization
has problem with the promotion of any products they might search to such agency
which have probability in solving the problems.
Some other
method in selection on agencies can be years of experiences, location of
advertising agencies, images, their past performances, attitude and approach,
skill and experiences, Cost and recognition.
References
Selection of an advertising agencies (n,d) from www.drypen.in Retrieved from http://www.drypen.in/advertising/selection-of-an-advertising-agency.html
Moriarty, S., Mitchell, N. D., Wells, W. D.,
Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising:
Principles and practice. Pearson Australia.
William, A., Weigold, M., & Arens, C. (14th-
2013).Contemporary Advertising.New York: McGraw-Hill.
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