Finding the right ad agency for your business
Ideally, advertising services are able to transform your abstract ideas and marketing objectives into vibrant, fully realized campaigns that resonate with consumers. However, choosing the right advertising agency for your promotional needs is the key to success. Given the nearly endless choices available to you, it is imperative that you understand what to look for in an ad agency.
How to Choose an Advertising Company
Taking a systematic approach to evaluating different advertising firms is the easiest and most effective way to approach the question of which one to hire. The first place to start is with an evaluation of your own needs and situation. Are you looking to create an advertising campaign that will be sustained over the long term, or are you looking for a shorter-term promotion? Are you a well-established company with a loyal and dedicated consumer base, or are you new and trying to carve out your place in a competitive industry?
Once you've answered those questions, you need to set a budget for your campaign. Remember that your budget includes not only the cost of hiring an advertising business, but also of distributing the ads you're going to generate. Broadly speaking, television advertising gives you excellent visibility, but it comes at a price. Radio, print and Internet advertising tend to be cheaper; of these options, Internet campaigns have the greatest potential to reach a wide audience. The firm you choose should also be able to guide your ad buying in addition to creating your promotional materials.
Once you understand the core of your approach and have your budget set, generate a list of agencies that meet your criteria. When you communicate with them, make your objectives extremely clear so that you're operating on the same page from day one. It is very important that your relationship with your advertising company is built on trust and mutual dedication to achieving a common goal.
Finally, perform a comprehensive review of the company's past work. Ask for samples across a variety of media, and don't be afraid to contact the firm's past clients to see how happy they were with the advertising agency's performance, both during the building of the campaign and after its implementation.