Choosing
an Agency
Companies
can elaborate the adverts themselves or contract a specialized company.
It is advisable to contract an Advertising Agency.
It
is usually cheaper to contract an Advertising Agency than to
have your own advertising department. If someone or a company wants
to buy an advertising space, in principal it will cost the same
if they buy directly from the newspaper. In some cases, the Advertising
Agencies make the advertst for free.
This
is possible because traditionally the newspapers and televisions
charge the Agencies 15% less than the offical tariff. The 15% discount
is the tradition way to charge. Advertising agencies historically
started as intermediaries that sold spots in different newspapers.
The newspapers sold the spots to the intermediaries for 15% cheaper
The
majority of the time it is more effective to get an Agency
to do your publicity than for your company to do it.
To select
an Advertising Agency
you need to bear in mind the following:
Some
agencies specialize in advertising certain products or services.
Certain
companies are better or specialise in some aspect of advertising
management. In this sense some companies are better at research,
others in launching products and others in brand creation.
If
our company is small then it is better to go to a small agency where
you can be an important client than to go to a big agency where
you will be their smallest.
Analyze
a list of agencies looking at their last advertising jobs and the
real results. Doing this will let you choose the best advertising
agency for your product.
Sometimes
it is possible to ask for projects from various agencies and contract
the most promising one. .
Therefore,
I advise you to dedicate time when choosing
the best Advertising Agency for your company. Looking at the
exact needs of your company, the product and the market, and then
choosing an Agency that offers the biggest guarantee of success.
Once
you have choosen an Advertising Agency for your company you will
need to interchange information and keep them under constant
supervision. The understanding and coordination between the
advertising company and its Agency is a fundamental aspect if you
want success.
You have
to choose some responsable executives to maintain contact with the
Agencies. You should clearly divide the responsibilites up from
the beginning.
You
should establish the proceedures on how to interchange information
and how to co-ordinate.
Using an
Advertising Agency doesn't mean that the company stops having to deal
with the advertising process.
On the contrary, the success, depends on the company's wide colaboration
and supervision. It is therefore very important that the marking executives
are good advertising specialists.
