The American Association of Advertising defines an Advertising Agency as an independent organization composed of creative people and business people who develop, prepare and plan advertisement for sellers seeking to find customers for their goods and services.
An advertising agency is generally made of several departments which work cooperatively to carry out each ad. campaign from inception to execution. Generally these departments include the account management, research, creative, and media department. (wisegeek.com)
Advertising in this context by the American Marketing Association made up of Americans and Canadians is the paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.
In selecting the best Advertising Agency for International Advertising, i would look out for an advertising agency that would best understand my needs and bring me the best possible service and output. In looking out for an agency there are certain questions you need to ask yourself, amongst them:
J.S Armstrong, from the Wharton School University of Pennsylvania, first looks out for their Planning Technique, and would ask "If they know how to plan a campaign?" based on this i would go in for an agency that plays both the marketing and public relations role on my products behalf, and research into the public's i would be penetrating into. I would select an agency that understands that understands and can work smoothly around, across board advertising such as language barrier, culture, for example in colour combinations, colours have symbolic values in domestic markets, black is considered a colour for mourning in the U.S and Europe, whereas white is considered a colour for mourning in Japan and Asia.
I would first look out for an agency that can research and study their potential market, predict my products success, select distribution channels and likely advertising media, which i would want to relay.
The next question i would ask based on J.S Armstrong criteria is "What technique and procedure do they use to enhance creativity?" for example do they have brainstorming sections in developing their ideas, etc. looking at previous works done by the agency, i would be lured/drawn by their consistent output of fresh, new exciting ideas and their creative way of relaying them, based on this i would select an agency that can take my concept and turn it into "a billion dollar concept", combining all the elements and techniques in advertising such as humour, animation etc. to adequately relay my messages aimed at achieving our objective.
The next criteria by J.S Armstrong is the media testing criteria, which would question "How they would determine the amount to spend on an advertising campaign? and What criteria they would recommend in selecting the most effective media?", relating to this I would look out for an agency whose price rates would fall within my budget, a venture or agency whose services would be cost effective and duely achieve the desired impact in covering a broad spectrum, within a short period of time.
On Taste/Legal/Ethical Guidelines, J.S Armstrong questions: What procedure does the agency take to protect your company? Do they have a written code of ethics they formally apply to each campaign?" based on this, i would go in for an agency that is non-biased in their policies, and can put out quality standard adverts that would not spark any political, racial, social, legal and religious conflicts that would bring negative implications on the company. An agency that can understand and evaluate the long term implications of their actions and protect the interests of the company and my product.
Another outstanding quality and criteria i would look out for, would be the Competitive Nature of the agency, i would select an agency that can develop a unique business strategy, that would allow them to maneuver their competitors, and strongly position my product and brand in the minds and hearts of the international community.
The last and final criteria I would use in selecting an advertising agency for international advertising is Reputation, I would look out for a reputable and credible agency that has expertise and a strong brand name, that can be easily recognized, i would select an internationally acclaimed agency, that would adequately sell my company and brand as 'credible'. An agency that is also affiliated and associated to other big names.
To appeal to a new target market and audience, and sell internationally i would base my findings and selection on these six factors to name a few.
REFERENCE
Armstrong J.Scott(1996) How should Advertisers select Agencies? Journal of Marketing, 60.(131-134)
Wisegeek.com
DCSM 201006
Written by: Daphne Addison
An advertising agency is generally made of several departments which work cooperatively to carry out each ad. campaign from inception to execution. Generally these departments include the account management, research, creative, and media department. (wisegeek.com)
Advertising in this context by the American Marketing Association made up of Americans and Canadians is the paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.
In selecting the best Advertising Agency for International Advertising, i would look out for an advertising agency that would best understand my needs and bring me the best possible service and output. In looking out for an agency there are certain questions you need to ask yourself, amongst them:
J.S Armstrong, from the Wharton School University of Pennsylvania, first looks out for their Planning Technique, and would ask "If they know how to plan a campaign?" based on this i would go in for an agency that plays both the marketing and public relations role on my products behalf, and research into the public's i would be penetrating into. I would select an agency that understands that understands and can work smoothly around, across board advertising such as language barrier, culture, for example in colour combinations, colours have symbolic values in domestic markets, black is considered a colour for mourning in the U.S and Europe, whereas white is considered a colour for mourning in Japan and Asia.
I would first look out for an agency that can research and study their potential market, predict my products success, select distribution channels and likely advertising media, which i would want to relay.
The next question i would ask based on J.S Armstrong criteria is "What technique and procedure do they use to enhance creativity?" for example do they have brainstorming sections in developing their ideas, etc. looking at previous works done by the agency, i would be lured/drawn by their consistent output of fresh, new exciting ideas and their creative way of relaying them, based on this i would select an agency that can take my concept and turn it into "a billion dollar concept", combining all the elements and techniques in advertising such as humour, animation etc. to adequately relay my messages aimed at achieving our objective.
The next criteria by J.S Armstrong is the media testing criteria, which would question "How they would determine the amount to spend on an advertising campaign? and What criteria they would recommend in selecting the most effective media?", relating to this I would look out for an agency whose price rates would fall within my budget, a venture or agency whose services would be cost effective and duely achieve the desired impact in covering a broad spectrum, within a short period of time.
On Taste/Legal/Ethical Guidelines, J.S Armstrong questions: What procedure does the agency take to protect your company? Do they have a written code of ethics they formally apply to each campaign?" based on this, i would go in for an agency that is non-biased in their policies, and can put out quality standard adverts that would not spark any political, racial, social, legal and religious conflicts that would bring negative implications on the company. An agency that can understand and evaluate the long term implications of their actions and protect the interests of the company and my product.
Another outstanding quality and criteria i would look out for, would be the Competitive Nature of the agency, i would select an agency that can develop a unique business strategy, that would allow them to maneuver their competitors, and strongly position my product and brand in the minds and hearts of the international community.
The last and final criteria I would use in selecting an advertising agency for international advertising is Reputation, I would look out for a reputable and credible agency that has expertise and a strong brand name, that can be easily recognized, i would select an internationally acclaimed agency, that would adequately sell my company and brand as 'credible'. An agency that is also affiliated and associated to other big names.
To appeal to a new target market and audience, and sell internationally i would base my findings and selection on these six factors to name a few.
REFERENCE
Armstrong J.Scott(1996) How should Advertisers select Agencies? Journal of Marketing, 60.(131-134)
Wisegeek.com
DCSM 201006
Written by: Daphne Addison
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