FACTORS FACTORS INFLUENCING INFLUENCING

SELECTION OF SELECTION OF MEDIAMEDIA

All advertisers do not use all available All advertisers do not use all available media at the same time.media at the same time.

1. The number of people 1. The number of people influenced / Media circulation.influenced / Media circulation. Every medium has a general circulation. Every medium has a general circulation.

Media must be selected keeping in view Media must be selected keeping in view the desired market so that waste in the desired market so that waste in circulation is minimized. circulation is minimized.

2. Objective of Advertisement.2. Objective of Advertisement.Each product or service is

meant to reach a specific market or the general public at large.

3. Requirement of message.3. Requirement of message.The management should consider

the mediums which are most suitable for the presentation of the message to the market. If a product needs a lengthy message, out door advertisement cant be a good media.  

4. Time and location of buyers.4. Time and location of buyers.The advertiser should select the medium which will reach the prospective customers at or near the point of purchase, where he buys it or makes the buying decision.

5. Cost of Media.5. Cost of Media.The most important criterion of selecting a particular advertising media is the cost. The cost of advertising media should be considered in relation to

The amount of fund available.Circulation of the media. If small amounts of funds are available, costly media like TV, feature film etc can ruled out. Companies having limited funds can go for press and displays.

6. Extent of Competition.6. Extent of Competition.Competition in the field is another consideration in selecting the media. Generally the medias used by the Competitors are preferred so as to make an impressive appeal for the product.

7.Size and Nature of the business.7.Size and Nature of the business.This also plays an important role. A big unit having chains may7 make use of TV, Radio, or News papers having national network, where as small unit will prefer local paper or display.

ADVERTISING ADVERTISING AGENCIESAGENCIES

what agencies do.what agencies do.

structure & organizationstructure & organization

and how they’re organizedand how they’re organizedto do it.to do it.

Advertising AgencyAdvertising Agency

An advertising agency is an independent An advertising agency is an independent professional organization of specialists to professional organization of specialists to offers services in advertising.offers services in advertising.

Top 10 Advertising Agencies in the Philippines

The best in advertising agencies continue to generate interest with all the positive revenues they are bringing to many high profile businesses. These are the top 10

Philippine advertising agencies that have dominated the Philippine advertising

industry. 

McCann World Group has a prestigious client list (L’Oreal, Sony Ericsson, Siemens, Microsoft and Coca-Cola, just to name a few) and they are on top of their game for good reason. Excellent work ethic and significant positioning of brands in the consumer market make McCann one of the best in their field.

Ogilvy and Mather

This global group of companies also made it in the top 10 advertising agencies in the Philippines. Consumers may remember this company to be the advertising agency that did the catch Siren advertisement for Unilever Pond’s company, DHL and Nagaraya crackers. They were also involved in major tie-ups such as the Manny Pacquiao-Nike campaign in 2008 that gave them the Anvils Award.

TBWA Santiago-Mangada-Puno

On defying conventions and consistent reinventions, TBWA Santiago Mangada Puno advertising agency has gained the thumbs up and won the Agency of the Year award in the 21st Philippines Advertising Congress held on November 21, 2009. Their most famous work to date is the Boysen “Flowers” commercial which bagged majority of the awards from the same event. 

BBDO Guerrero

BBDO Guerrero has brought home the advertising bacon with their recent Lola Techie commercial for BayanTel Communications. They also have Krispy Kreme as part of their acquisition this February. They are part of the Omnicom Global Group. The Gunn Report also declares them the most awarded agency network in the world. 

Ace Saatchi and Saatchi

Creating “lovemarks” from client to consumer is the main spiel of Ace Saatchi and Saatchi. In the recent Advertising Congress in the Philippines, their most notable contribution is the “Bai Buy” commercial. 

Publicis Jimenez-Basic

Previously named Jimenez-Basic prior to adapting the Publicis network name, this company has been established as on of the largest creative network agencies in the country. 

Lowe Lintas

Lowe is the advertising agency responsible for the Axe spray adverts and the Victoria Court Drive in hotel billboards along key locations in Manila. Their most successful ad to date is the Wais si Lumen advertisement. Other prominent clients include Nokia, Unilever and Johnson & Johnson. 

dentsuIndio

HSBC, Canon, Unicef and Western Union are just some of the big names of clients that DentsuIndio has under their care. They are also responsible for the Honda Jazz website which got awarded in the 21st Advertising Congress.

DM9 Jayme SyFu

They claim to be small but credible. But they are at least big enough to make it to the top 10 agencies in the Philippines in advertising. Cannes 2008 attests that they are the top Philippine agency. Part of the DBB Communications World Group, they are heavily focused on inter-disciplinary creative collaborations. Satisfied clients include Max’s, SMART Communications, Crossings, John Robert Powers, PLDT, Vicky Belo and Music One. 

Leo Burnett Manila

For one, they have the Philippine Airlines under their wing for exemplary creative services. They were also responsible for the airing of the TV commercial urging people to do online voting for the Earth Hour.

SELECTION OF AN AGENCYSELECTION OF AN AGENCY Suitability Facilities Imagination Records Reputation ManagementManagement TimelinessTimeliness

4 basic factors are to be taken in to account4 basic factors are to be taken in to account Competing Accounts- Competing Accounts- Those agencies, which are Those agencies, which are

working for competitors are generally avoided.working for competitors are generally avoided. Location-Location- As for location, most advertisers want an As for location, most advertisers want an

agency whose office is located where the advertisers agency whose office is located where the advertisers are. This preference is chiefly for convenience.are. This preference is chiefly for convenience.

Policies-Policies- Policies of the agency should be suitable for Policies of the agency should be suitable for the advertiser..the advertiser..

Size- Size- The size of agency is also important. Usually, The size of agency is also important. Usually, larger Co’s are able to provide numerous facilities larger Co’s are able to provide numerous facilities along with wide range of skills.along with wide range of skills.

Suitability

FacilitiesFacilities

Before choosing an agency, the Before choosing an agency, the advertiser has to look into his advertiser has to look into his requirements and see that requirements and see that whether a particular agency is in whether a particular agency is in a position to offer the required a position to offer the required service satisfactorily. service satisfactorily.

ImaginationImagination

The agency must possess The agency must possess profound knowledge and rich profound knowledge and rich and meaningful imagination in and meaningful imagination in order to take up the campaign. order to take up the campaign. Imagination enables to develop Imagination enables to develop the right campaign for clients to the right campaign for clients to solve their problems.solve their problems.

RecordsRecords

Much is revealed about an Much is revealed about an agency, by its records. If an agency, by its records. If an agency is really popular and agency is really popular and reliable, it will have maximum reliable, it will have maximum number of clients. The accounts number of clients. The accounts indicate their past performance, indicate their past performance, and experience.and experience.

ReputationReputation

Usually an advertiser is Usually an advertiser is concerned with the reputation of concerned with the reputation of the organization, which will be the organization, which will be creating his advertising. The creating his advertising. The information relating to reputation information relating to reputation can be collected from various can be collected from various sources like media, clients etc.sources like media, clients etc.

ManagementManagement

Another important consideration Another important consideration is the management of the agency. is the management of the agency. Here the concern about Here the concern about management centers around the management centers around the caliber, quality, stability and caliber, quality, stability and background. The experience of background. The experience of top executives is also of top executives is also of considerable importance. considerable importance.

TimelinessTimeliness

The success of every campaign The success of every campaign depends to a considerable extent depends to a considerable extent on its presentation at an on its presentation at an appropriate time. In fact much time, appropriate time. In fact much time, effort and money will go waste, if effort and money will go waste, if the advertisements fail to appear at the advertisements fail to appear at the right time. the right time.

ADVERTISING BUDGETADVERTISING BUDGET

An advertising budget is a functional An advertising budget is a functional budget setting the goals and objectives budget setting the goals and objectives in terms of income and expenditure on in terms of income and expenditure on advertising during a specified period. It advertising during a specified period. It states the proposed advertising states the proposed advertising expenditure and informs and suggests expenditure and informs and suggests the Co’s management of the anticipated the Co’s management of the anticipated cost of executing the advertising plan. cost of executing the advertising plan.

Factors are to be considered in Factors are to be considered in determining the budget size.determining the budget size.

1.Size and Extent of Market.1.Size and Extent of Market.The size of the budget depends on The size of the budget depends on the decision “how many people are the decision “how many people are to be reached”. It costs more to to be reached”. It costs more to reach large, widely dispersed reach large, widely dispersed national market, than small, highly national market, than small, highly concentrated local market. concentrated local market.

2. Stage in product Life cycle.2. Stage in product Life cycle.

The introduction of a new product The introduction of a new product generally requires heavier generally requires heavier advertising. Building brand advertising. Building brand awareness, introducing trial, and awareness, introducing trial, and gaining retail distribution require gaining retail distribution require heavy initial advertising and heavy initial advertising and promotion expenditure. promotion expenditure.

3. 3. Product DifferentiationProduct Differentiation

When the product offers a unique When the product offers a unique benefit that the buyer can readily benefit that the buyer can readily perceive when using it, the amount perceive when using it, the amount of advertising tends to be less; than of advertising tends to be less; than when no such clear differentiation when no such clear differentiation exists.exists.

4. 4. Profit and Margin volumeProfit and Margin volume

Profit margin per unit and volume of Profit margin per unit and volume of sales are inseparable considerations. sales are inseparable considerations. If the margin is high, then there will If the margin is high, then there will be considerable money for be considerable money for establishing a huge size advertising establishing a huge size advertising campaign. campaign.

5. 5. Competitive Spending.Competitive Spending.

Generally a brands share of Generally a brands share of advertising is likely to be close with advertising is likely to be close with the competitors advertising. the competitors advertising. Spending sometimes affect the Spending sometimes affect the advertising success, and how much advertising success, and how much competitors spend; should competitors spend; should sometimes affect a Co’s budget.sometimes affect a Co’s budget.

6. 6. Financial ResourcesFinancial Resources

This is the most important factor which This is the most important factor which affects an advertising budget. The affects an advertising budget. The advertising cost to maintain a national advertising cost to maintain a national market can be afforded by only a few market can be afforded by only a few firms, who have tremendous financial firms, who have tremendous financial resources. The scale of advertising, resources. The scale of advertising, like the scale of manufacturing, must like the scale of manufacturing, must be adapted to the funds available.be adapted to the funds available.