Marketing Communications

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Marketing Communications

128

Organizination And Management Of Advertising

Agencies And Advertising Departments

FACTORS RELATING TO INTERNAL SITUATION

SELECTING THE AGENCY: agency selection is the first advertising decision the marketer must take
and he has two choices of selection

1. DOMESTIC AGENCY – with offices abroad.


2. FOREIGN AGENCY – in each national market.

The international marketing manager must identify agency alternatives available to his company and
situation. He can also evaluate each agency, using these criteria:

1. Market coverage of the agency.


2. Quality of coverage, including the agency package for the market.


3. Market research, public relations and other marketing services offered by the agency.


4. Relative roles of company advertising department and agency e.g. the international
   marketer’s need for an average or strong agency.


5. Communication and control – the international marketers wish to establish regular contact
   and control with the agency.


6. International coordination in relation to the firm’s usage of tailor made advertising for
   various markets or national advertising.