ADVERTISING AGENCY

Evaluate The Factors And Process For Choosing An Advertising Agency

Abstract

The purpose of this study will be to evaluate the factors and process for choosing an advertising agency. Whatever their size and experience, advertisers strive for quality, performance and productivity in all disciplines; and media strategy/media buying are no exception. In any discipline, questioning its process may happen at certain times in the life cycle of an organization, and this may lead to a media pitch. Over the past years, media planning and buying have gone through many changes.

 

 

Table Of Content

Abstract2

Chapter I4

Introduction4

Purpose of Study5

Rationale5

Chapter II6

Literature Review6

Internal review8

Well Thought-Through Brief9

Some Key Principles For An Productive Throw Process10

The Role Of The Media Agency11

Selecting A Media Agency13

Asking media agencies to pitch13

The Internal Review13

Selecting A Shortlist14

The Throw Process15

Best Practice In Managing A Media Pitch16

Define The Objectives Of The Pitch16

General Principles Of The Pitch18

The Brief And Selection Criteria18

A Short In Three Parts18

The Advertise19

Presentation Of The Business19

Activity/Brands And Products20

Advertising And Communication20

The Throw In Context21

Selection Criteria22

Chapter III23

Proposed Methodology23

Chapter III27

Analysis27

UK Advertising Industry61

Chapter IV75

Results75

Conclusion91

References93

Chapter I

Introduction

Communication groups have turned their media departments into specialized companies and unaligned media buying shops have strengthened their skills and strategic capabilities. The companies are no longer meager buying points but real media agencies: their competencies have broadened to better rendezvous advertisers' needs. Today, advertisers face a highly concentrated and sophisticated media agency market; whose players have a high stage of professionalism. Selecting a business partner in this area is thus a critical step for both the advertiser and the agency, and from both a strategic and financial perspective. In this context, this direct aims at assisting advertisers and agencies to work simultaneously in an acquainted manner, focusing on quality and performance in their relationships. We propose methods, from characterizing the objectives to fine-tuning the contractual arrangements, which will allow the advertiser and its media agency to construct a new relationship on solid grounds. Rather than recognizing the “best” media agency, the advertiser should seek to find the one which will best understand its needs and convey appropriate answers to its questions. From the next pages, the advertiser will be able to select from all the criteria listed those which are of key main concern to its own company.

 

Purpose of Study

 The purpose of this study will be to evaluate the factors and process for choosing an advertising agency.

 

Rationale

Selecting an advertising agency to support a business can be fraught with problems. Here is a straightforward and productive way to approach and manage the process. Businesses get bombarded with telephone calls, letters and mail shots from numerous advertising agencies. This data can be a useful starting issue for the output of a long list of candidates. Other sources are trade media and directories like the Advertiser's Annual. Also a marketing manager can mention to his or her gaze assembly both inside and outside of marketing. Agency register organizations such as the Recommended Agency Register also are consulted. A combination of these sources will make a long list, which should consist of a maximum of ...