Selection of Advertising Agency – BMS Notes
If the other components of the marketing mix have been well thought out, executed, and kept in mind while maintaining a realistic understanding of the different competing factors, then advertising, when handled effectively, may be a powerful and vital component of final marketing success.
The case histories that are now accessible make it clear that, sometimes, one advertising effort may outpull and outperform another by a factor of up to five. The campaign’s innovative idea and media strategy are what really set it apart.
It goes without saying that as advertisers and/or marketers, you will want your advertising to produce the intended outcomes. Given the large financial commitment you have made to advertising, you should exercise caution when choosing a reputable full-service agency that will enable you to maximise your advertising budget. This serves as a guide for this daring endeavour.
You may encounter one of the two risks when you visit several agencies as part of your choosing process. These are: A knowledgeable customer wants more than a talkative agency. And one who listens is what he desires.
It is not a good idea to “meet some of our folks.” Too much about the risks. These creative methods can help you make more use of your agency if you already have one but aren’t getting enough use out of it.
Customer Distress
I Claim that your rivals’ advertising is much superior than yours. It’s possible that your organisation is too cautious or afraid to disclose that you rejected a comparable proposal two years before.
(ii) Express depressingly that your advertising firm never comes up with creative concepts. An concept doesn’t seem like an idea to many people until it has been around for a while.
After spending Rs. five lakhs to remind you of it, your competitor’s tagline appears much more appropriate. If you had spent a comparable amount on your rivals, how would your agency’s recommendations seem to them?
(iii) Inform your agency that you have gotten an excellent mail shot from a competitor, but you have sent it to your chairman, therefore you are unable to show it to them. That will agitate them much.
(iv) Alternatively, teasingly bring up A, B & C Associates’s novel sitting-room concept. Your creative staff may start cantering off to ABC Associates with their specimens as a result of this. Simply sitting and creating would be their dream.
(v) Talk about your close connection with an agency rival’s director. That will cause the coffee cups in their shaky palms to ring like castanets.
(vi) Watch your agency’s most recent presentation, and once it concludes, inquire eagerly, “Haven’t you got anything else? I was just beginning to get intrigued. It’s possible to jump on their layouts in dirty boots, of course, but doing it appropriately requires a vibrant personality.
(vii) Demand from the agency that you get better value for your money. They won’t care as much about your advertising in the near future since they will be too preoccupied with continuing to operate.
(viii) Insist on speaking with the agency every day. Those who are willing to participate in this kind of dancing are often best suited for the final waltz.
(ix) Make a request for further contact guys. This often implies that multiplying the messengers doesn’t always translate into a better message—rather, it only makes one man’s work easier.
(x) Request a call from the chiefs of the service departments to talk about issues. No one will be receiving any services, and you will all become close friends very quickly.
(xi) Mention to the chairman of the agency that you attempted all day to get in touch with someone in the agency who was aware of your business, but were only able to speak with the temporary typist in the account group. You should also mention that “D” Advertising Service handles twice the billing with half the staff, and that you can always get in touch with the head man right away.
All you need to do is adopt these recommendations in spirit, and your agency’s future success will provide enough justification.
But really, you can assist your agency in helping you.
Eighty percent of the misunderstandings and frustrations that often sour agency/client interactions may be eliminated by taking the following procedures.
I Establish the corporate policy. It is much simpler to understand how marketing and advertising may assist your firm in reaching its goals if you are aware of where it is striving to go.
(ii) Create your marketing strategy. In order to ensure that your agency is aware of and in agreement with the tasks they will be requested to do, you should cooperate with them on this.
(iii) Adjust your advertising guidelines. Once again, you will discuss this with your advertising agency and both of you will be clear about how this aligns with your marketing goals.
(iv) Condense your agency so you can start working.
Regarding a Business
- The firm’s objectives
The main factors in choosing a media outlet are the company’s overall goals and its advertising strategy. The media that can live up to the company’s standards will probably be chosen. Advertising goals might include educating, motivating, persuading, establishing credibility, and boosting revenue and sales. The ability of various mediums to accomplish these goals varies.
- Expenses Media and Company’s Financial Situation: The choice to choose a medium is heavily impacted by the cost of the medium and the firm’s financial capacity. The business must pay for the time or space they rent as well as the preparation of advertising material suitable for the chosen medium. When it comes to purchasing time and writing advertising content, TV, radio, and movies are expensive. Print media are comparatively less expensive in terms of advertising message preparation and space. Certain outdoor media are really inexpensive. The right media should be chosen based on the company’s financial capabilities and media expenses.
- Reach or Number of People Exposed to the Message: When selecting an advertising medium, this is a crucial factor to consider. Reach is the total number of distinct individuals who are exposed to a certain medium at least once in a given amount of time. Millions of individuals can be reached by mass media with only one exposure. When it comes to exposure capacity, television outperforms outdoor media within a certain period.
The message might reach a restricted audience via local media. Similarly, impact (the effect that an exposure via a certain medium has on the audience) and frequency (the average person’s exposure to the message over a specific period of time) are important factors to consider when selecting an advertising medium. The impact, frequency, and reach of different media all play a significant role in determining their cost-effectiveness.
- Company’s Advertising Strategy and Approach: The medium to be chosen is determined by the company’s advertising policy and approach. For instance, a corporation may use less expensive media if its goal is to deliver the product at a reasonable cost and to not spend more money on advertising.
- Type of Buyers: When choosing the medium, consideration should be given to the people who will be impacted. As was said in the market segmentation section, buyers may be divided into several types. Every media has a unique audience, readership, or viewership. Knowing if the target groups may be exposed via the specific media is crucial for the company.
The most popular media is television, which may be tailored by choosing a certain show. Magazines have the power to appeal to certain age groups, sexes, or professions. Again, daily publications have a very broad focus.
- Situation in which Consumers Are Persuaded:
Receptivity of communication depends on mood and interest of readers/viewers. The ideal time to correlate an advertisement with television viewing is when viewers are engaged in relevant programming. For instance, promoting the TVS Victor motorcycle live during the TVS Cup One-day Series broadcast.
For daily publications, it is challenging to gauge the interest or mood of readers. Determining people’s mood during a particular radio or television broadcast is rather simple. When it comes to outdoor media, the location is crucial in determining people’s moods. For instance, hoardings, banners, or posters next to picnic areas or gardens tend to draw attention.
- Circulation/Coverage: One crucial factor to consider is the region that the medium covers or the total number of individuals exposed to it. While some media outlets can cover the whole world, others are confined to a small geographic area. While national newspapers like The Time of India and The Economic Times cover the whole country, local newspapers, for instance, only cover small regions.
In a similar vein, certain periodicals are distributed both nationally and internationally. The same holds true for outdoor and audiovisual media. The appropriate medium should be chosen based on the regional concentration of clients.
- Repetition or Frequency: This refers to how many times an average individual is exposed to a message via a certain media over the course of a given time period. The majority of outdoor media keeps the message in place for a fair amount of time. Periodicals, such as magazines, publish articles on a monthly or quarterly basis; typically, they only run ads in certain editions.
The more an advertisement is repeated, the more of an impact the media has on individuals. Obviously, people are more inclined to read or attend an advertising that appears regularly than one that does not. Repetition, however, is contingent upon the company’s financial capacity in the case of newspapers, TV, radio, etc.
- Credibility and Image of Media: This is a crucial issue when it comes to newspapers and magazines. Advertising messages that appear in reputable newspapers or magazines, of course, have a greater impact and influence than do inferior media. The appeal released in the lower-quality media is not trusted by the public. Advertiser prestige is derived from media prestige. Businesses use reputable or respectable media to spread their advertising message.
- Prior Experience: The company’s prior experience may be crucial in selecting the medium for advertising. For instance, there are more opportunities for a corporation to utilise a certain medium if it has had positive experience doing so, and vice versa.
- Experience of Other Firms: One of the key factors in choosing a media outlet is the experience of other companies. The business could look into what other businesses have to say regarding the suitability and usefulness of different media. It is important to follow other firms’ opinions with caution and consideration.
- Expert Opinion: Professional marketing consultants or experts might be approached to recommend a suitable method for disseminating the message. These specialists may suggest the appropriate media based on their research of market conditions concerning the goods that need to be marketed. They are more qualified to assess the appropriateness of each media outlet in respect to the product and the company’s financial situation since they have experience and knowledge in the industry. For their consultation services, they demand a fee.
- Kind of Advertising Message: A certain advertising vehicle is required for each type of advertising message. Print medium will suffice if the message is straightforward. Audiovisual materials are appropriate when a business needs to illustrate and clarify a complex message.
- Additional:
In addition to the previously listed elements, there are other aspects that influence the choice of medium.
They are as follows on the list:
- Media’s efficaciousness
- Availability of Government Regulations and Rules for the Media
- Time, location, product kind, etc.
Choosing the media is an important choice. It establishes the media’s cost-effectiveness. The use of improper media is often blamed for the failure of advertising campaigns. The advertiser should carefully weigh each of these considerations before choosing the most appropriate or preferred channel.