SIX CRITERIA IN SELECTING AN INTERNATIONAL ADVERTISING AGENCY

         

I will be dealing with the above question with regards to Allan Hayes help papers, #2, the Hayes company.
International advertising is can be seen as advertising your goods and services across borders.
The short answer to the question is, if you’re big, you need a big agency. If you’re small, you need a small agency. If you’re really small, you don’t need an agency - Hayes, A. how to pick an advertising agency, #2. The hayes company.

However, the product, target market research, planning techniques, ethical issues, objectives and persuasion research can aid in the choice.

 PRODUCT: This will determine which agency to choose that is to say that, the agency should be able to cater for your product’s image being a broadcast advertising, print or internet. It should have a good public relation or direct marketing technique. An agency’s capacity to handle greater number of work at the same time. It is also important to know if the agency has a permanent structure to ensure smooth operations. If the agency knows your product category, it shortens
the learning curve, and you gain time and save money

PLANNING TECHNIQUES: The agency you employ should know how to plan effective campaign. Considering the time limit and language barrier. For instance, an interpretation of a word in one jurisdiction will be different in another jurisdiction. Therefore the plan should meet international needs of the product you are advertising. Your campaign should be meaningful to your target audience.

TARGET MARKET RESEARCH: Not knowing your target market is like receiving a woman in the dark. You realize that your product might not do well just because it has no target group. Knowing your target will influence your campaign in a way that will be acceptable to all, hence seeking for the right respondent research techniques..


OBJECTIVES: the advertising agency should focus your primary objectives as a dint to effectively develop an advertising campaign to meet the companies objective. They should also factor their objectives to create profit for the camp any. Here a review of the agencies history will be necessary.

PERSUASION RESEARCH: The agency should define clearly how they are going to persuade people to buy the idea of the company, hence the use of some persuading techniques. They should be able to define clearly their research methodology to get people imbibe into the ideas of the company studying phenomenon and consumer behavior will ensure the right marketing technique to sell the company’ product.

ETHICAL ISSUES: it is also important to know if the agency understands ethical issues, that is, international rules and regulations that can affect the company or cause the company crises.
What are the procedures the agency will take to defend the company should any such arise? Another issue is whether they have legal boards that will can recognize and shape the various interest of groups that might be affected during their campaign.

In choosing international advertising agency for effective advertisement one would have to acquire new customers while retaining the old customers across borders.

REFERENCES

a) Hayes, A. how to pick an advertising agency, #2. The hayes company.
Available at www.thehayescompany.com

b) Grein, A. and Ducoffe, R. (1998).Strategic Response to Market Globalization among Advertising Agencies. International Journal of Advertising, 17, 301-319.

c) Hall, Edward T. 1976, Beyond Culture. Anchor Press, Garden City, NY.

d) Bediako, K.A.(2001).foundatiions of advertising and promotion.

e) Stone, n. (1995) the management and practice of public relations: macmillan London. (As cited in foundations of advertising and promotion , 2001, p. 221).

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