Marketing Communications

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Marketing Communications

Organizination And Management Of Advertising

Agencies And Advertising Departments

MAJOR FUNCTIONS OF COMPANY’S ADVERTISING DEPARTMENT

1. Setting annual advertising objectives.


2. Setting and securing the annual advertising budget and campaign implementation.


3. Coordinating advertising activities with the other department of the company.


4. Selecting and working with the advertising agency.


5. Controlling the advertising budget and monitoring advertising budget expenditures.

SELECTING AN ADVERTISING AGENCY

Management should decide the nature of service that is required by the firm and determine which
agency or agencies can meet their advertising needs. Client and agency relationship is very important
thus agency selection must be preceded by self-analysis and readiness by the client. These guidelines
can help select a good agency:

1. Determine the type of services you need from the agency such as research, public relations,
   creativity and others.


2. Create a 5-point scale to rate each agency’s attributes in relation to your needs.


3. Research into published sources and select a number of agencies that appear to fit your
   requirement.


4. Check for proper agency fitness to your needs


5. Start a preliminary discussion with the agencies that score best on your preliminary
   evaluation.


6. Reduce your original list of potentials after first contact, to a manageable number of
   about three.


7. Re-evaluate the three shortlisted agencies, using your 5-point scale and in-depth re-evaluation.


8. Discuss financial implications such as, type of billing, straight 15% commission or fee and
   other charges.


9. After gathering details, determine if your firm’s need is comfortable with the first rated agency.


10. Multinationals should assess and determine if the agency can handle International Market
    advertising.

BRIEFING THE SELECTED AGENCY

BRIEF: A brief provides a distinct picture of the marketing situation and defines the agency’s responsibility.

Brief normally provides a guide to the agency, the content of a good brief should include information about:

1. Product or product group to be advertised, such details as brand names, product attributes,
   uses, characteristics and competitive advantage.


2. Distribution method and scope of product.