BY WHAT CRITERIA WOULD YOU SELCT MEDIA FOR ADVERTISING

Advertising is a paid mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. (Shimp A.)The mediated expresses an advertising tool which is designed to convey a message in print, television, radio, electronic sources or person to person.

         Saettler defines the media as all the means –all f the devices, technologies, etc. utilized for acquiring, storing, transporting or displaying messages. The media we know can be divided into a lot of categories i.e.)radio, television ,print ,electronic media.However,to advertise using the media one has to take into consideration some factors such as total circulation, total readership, standard sales, editorial excellence.

     Radio: is one of the most used forms of media. A lot of people have access to the radio and thus advertising via the radio will create some sort of awareness in the minds of the consumers

      Television: Another means of sending out advertising messages. It is usually the most effective means of advertising since it comes with visuals and attracts the attention of people. Outdoor advertising, window display are all means of creating awareness for a product or service. Criteria has to be followed in order to select the right media for advertising.

       Nature of the product: According to Maheshwan, Capital goods should be advertised through speeded trade/professional Journals, whiles consumer goods should be advertised through the newspaper, radio and television. I think there are some goods that attract specific kind of people. Such goods can best be advertised in journals and magazines.

       Nature and size of the market: This criterion should identify the type of customer whether male, female, literate or illiterate before selecting the type of media to use, depending on the purchasing power of the consumer too, the marketer would need to evaluate and select the right type of media.

         Objective of Advertising,, whiles selecting a particular media for advertising, the aim of the advert should not be forgotten. Whether you are advertising an existing product or introducing a new product, the reason behind why you have decided to advertising should reflect the type of media you want to select.

        Cost of advertising: The type of media you want to advertise with must be economical. The cost once is very low should call for alarm in terms of its final quality; I also believe it shouldn’t be too high thus cost should be reasonable to meet the standards of the company and advertising agency.

             Media used by the competition everywhere in the society. One would have to bear in mind the existence of competitors and would also have to check the media tactics they used and lastly if it yielded results.

Lastly I think in selecting the media , research has to be conducted  to know what type f media reaches the targeted audience and if it yields results and influences consumer buying decisions in other to know if people buy the product after hearing,seeing or reading about the product or service.

REFRENCE:

Maheshwari R.P, A Complete Course in ISC Commerce. Pitambar Publishing(1997).

Saettler P.L, The Evolution of American Educational Technology(2004).
Sahaf,Strategic Marketing Decisions For Strategic Advantage.

BY WHAT CRITERIA WOULD YOU SELECT A PARTICULAR ADVERTISING AGENCY FOR INTERNATIONAL ADVERTISING?

           Advertising is a non-personal communication of information usually paid for and persuasive in nature about products services or ideas by an identifiable sponsor through the various media.(Bovee,1992). I would however want to explain some concepts in this definition. Non personal communication here means that the advert has no direct with anyone and usually involves a message-sender-receiver-feedback. Advertisements send out information or knowledge about a product or service which is usually paid for and financed by an identified sponsor.

            Yadin L.D defines an advertising agency as a specialist business dedicated t researching, planning, producing; placing advertising campaigns and material for its clients personally think an advertising agency is an agency that is able to handle advertising services of clients in other to help create awareness of a product or service.  According to him, Services provided by an advertising agency include copywriting for press, media design, direct marketing sales, photography amongst others.

             International advertising is a paid message usually used to promote a product or service across borders or countries. The communication process involves various factors which can be classified under culture, language barrier, social morays, religion etc.for example a television commercial which may showcase a woman revealing some parts of her body wearing a bikini will be acceptable in the United States but may not be acceptable in the Asian countries. It has thus become a duty of the advertising agencies to ensure that their advertising campaign satisfies these factors depending on the country or continent they choose to advertise in. International advertising has thus become a huge business venture as a lot of capital goes into its creative process. Advertising agencies therefore should be able to have some qualities before being assigned the role of spearheading an international advertising campaign. This is why care should be taken when selecting an agency for an international advert. From my research I have come out with six criteria for selecting an agency to handle an international advertisement.

              To start with, According to Armstrong J.Scot, one must fist know the planning technique of the particular agency they want to hire. The following questions must be asked: does the agency know how to plan a campaign? Do they have alternative strategies towards achieving the aim of the campaign? Now I am not just talking about any campaign but a good and effective campaign which will stay on the minds of their clients and publics for years to come. Some international commercials we see on our television, billboards have really left a lasting message on the minds of their consumers and customers. Such powerful brands with splendid commercials include Coca Cola, Nokia etc. I believe that   their advertising agencies had brilliant planning techniques which have accounted for their success so far

              To add to it, Armstrong j.Scot also pointed out the advertising agency should be objective. That is they must be determined towards achieving a goal and must focus on both their primary and secondary goals. The advertising agency shouldn’t be one that procrastinates because, the popular saying “time is money” is real and very true. However, I would have to ensure that they are able to measure their effectiveness too. Thus be able to know if the agency have achieved their objective at the end of the campaign or not.

              Furthermore the advertising agency should be very creative and their ideas must reflect in their previous campaigns. This means that the advertising agency must be able to come up with different, refreshing and equally competitive ideas which will be extremely difficult to choose from. Their attitude towards the campaign too will need to be taken into consideration. Once there won’t be any chemistry between the agency and the client, it will be best if advertising is chosen for the international campaign.

               Also, you will have to check the reliability of the company, That is, if they always deliver on their promises, the client will also have to ensure that the advertising agency can be confidential. Will they be able to keep all the ideas they come up with to themselves or would just go out to tell other agencies or clients before it come out.

              To continue with it, clients must access the agency’s network, image or reputation. Thus is the agency a respected and well known for what they do.? Have they handled such a campaign before and are they fit to handle a campaign of this nature? And how was the outcome? These questions ought to be answered before selecting an agency to handle an international campaign. Image of the company is very important. The company must decide whether it wants to project a national image or international image first before it’s given the job.

            Lastly, a proper research will need to be conducted to shortlist a number of advertising agency; this is done in order to know which of the agencies can handle an international advertisement since not every agency is up for the task. This research is also important to know the type of advertising campaigns the agency has handled and their creative mind it will also help to know a rough expenditure that will be going into the advertisement.

            In conclusion, a lot would need to be taken into consideration before choosing an advertising agency to handle an international advertisement since a lot of factors would have to be considered. These factors have been stated above and even though that’s not all the account I think they are also important and need to be addressed.

References

Armstrong J.scot,Wharton school, University of pennyslvia(pdf)

Yadin l. D, (2002).The international dictionary of marketing. Kogan page publishers.

Muller B, Dynamics of international advertising: Theoretical &Practical perpectives.Peter Lang Dee,(2010).