Stephen Nartey
Top-up Level 300 (weekend)
ADVERTISING ASSIGNMENT
Question: What are the criteria for selecting international agency for international advertising of your product? Six things you need to look at and give examples.
International advertising generally refers to advertising that is carried out in several countries around the world. International advertising is considered not only a communication process, but a business activity, an industry and a reflection of society as a whole.
On the other hand, International advertising agency can also be considered a business practice by which an advertising firm attempts to influence audiences in other countries about itself, and its products and services.
In a scenario, where my firm, Innovative Marketing Consult, intends to advertise our premier product Fama Nyame Moringa Soap in another country- Nigeria, we would be looking at the various factors before selecting an ad agency for advertising the product in Nigeria.
Criteria for screening international ad agencies: – - Market coverage
- Quality of coverage
3. Market research, public relations, and other marketing services
4. Scope and quality of support services
5. Size of the firms international business
6. Desirable image (“global” versus “local”)
Market coverage
1. The firm must determine whether the agency under consideration provides coverage for all relevant markets. If an agency have a very reputable cliental it stands the chance of projecting your product to make a lot of impact in the other frontiers. Therefore, there is the need to chose an agency that has both international and local market space so as to increase the market share of the product the organisation intends to advertise within the international market and also compete favorably with the other alternative products in the country targeted.
Quality of coverage
The firm must assess the agency’s or network reputation in each market. The agency must have an international network to show that at the end of the day it will increase the market share of the company and consolidate the dominance of the product internationally.
Market research, public relations, and other marketing services
If the firm needs market research, public relations, or other marketing services in addition to advertising, it must compare what the different agencies offer. This gives such an agency added edge. It makes it appear more lucrative and attractive for a firm to ignore and for that matter, this service are expected to propel speedy sale of the product when chosen for international advertising.
Scope and quality of support services
Some firms have a large in-house staff that takes on significant portions of advertising campaign development. These firms require fewer services from an advertising agency than some companies that rely on an agency for almost everything relating to advertising.
Size of the firm’s international business
The smaller the firm’s internal advertising expenditures, the less likely it will be to divide up its expenditures among numerous agencies. A firm’s advertising volume may determine agency choice in any one market. In this instance, the bigger the firm’s budget, the number of agencies it gets to do its work.
Desirable Image
The firm must decide whether it wishes to project a national or international agency. Desire for local identification and good local citizenship might indicate that the firm should select a number of national agencies rather than one international one. Basically when it comes to the image of the agency it must command a lot of respect globally. The agency must maintain high standard with regard to management of its clients.
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