BY WHAT CRITERIA WOULD YOU SELECT A PARTICULAR INTERNATIONAL ADVERTISING AGENCY

BARBARA AKUFFO      1/11 /2011

BY WHAT CRITERIA WOULD YOU SELECT A PARTICULAR INTERNATIONAL ADVERTISING AGENCY

International advertising is seen as a communication process that takes place in multiple cultures that differ in terms of values, communication style, and different consuming patterns. If u wants your product out there in different countries you need to advertise your product out there for the world to be aware of your product. The communication process involves multiple aspects which are affected by media, culture, literacy and languge.Here advertising agency comes in with creativity, planning and handling the adverts and sometimes promotions for its clients with the effort of helping the client to promote its products in the world. In this, to select an international advertising company you must have these criteria to help you get the best agency for the promotions of your products.

First and foremost you need to look at the adverting agencies’ portfolio. To know what they have done in the past here their portfolio gives you the main idea of that with pictures with their creative work from the scratch. Here you will get to know the agencies line of work, their experience in your type of business. Hiring an agency whose portfolio is all about beverage products and your organization is a real estate company, this means you are not at the right place. In other words when going through their portfolio and you realize that they have done something similar you want, it will raise your confidence level which will help you consider such an agency.

Secondly traffic tracking and references (testimonials).Here the agency should be able to give you list of reference of company they have worked for. Even though you have looked at their portfolio and seen the work from scratch. You still need testimonials from companies the agency had worked with in the past; this is done to know if they were able to deliver the exact thing their clients were looking for. How they managed their time and the budget. Even better you can receive recommendation by word of mouth, knowing from another company by mouth about that particular agency will help you make a good choice.

Thirdly the organization need to consider pricing, here what I mean is if your company has a fixed budget to work with then the organization need to look for an agency that will fall within their budget. In this case the company needs to find an agency who will offer a fixed fee pricing structure, if it is structured hourly, prices might go as the job get under way. If the agency has never handled a big budget before and giving them so huge budget they might not be able to handle it, in simple facts they don’t have the experience. So you must look for the agency who can work within your budget.

The forth criteria to consider is competence. An agency that is very good in what they do. Advertising agencies vary from one to the other. If an agency is good in one particular service,it does not mean they are good at another. Agency that is good in graphic advertising does not mean they will be good in TV adverts that are why the agency that you chose should be good at what you seek in other to get your message across.

The fifth to consider is the large and small agency. A huge agency may not give you the personnel attention that you want, especially if you are a small business, they may have the resources and the personnel that cannot be found in the small agency, the big agency can also offer discounts for client which can go a long way to help the company. In other words small agencies may be eager for your business and may offer competitive rates and personnel attention.

The last criteria to consider is understanding of your business, the agency that you have to chose must understand your business. With that the agency can help you make a good advert .they need to know much about your sector or your organization and they need to take an interest in what you do if they don’t it may show that you are not at the right agency.

However to make your business successful in the international front you need a good advertising agency to help handle all aspect of advertising. If  an organization chooses the advertizing agency wisely keeping in mind the above points then the company will be highly visible in a short period in the international world.