It’s amazing to consider how many different ways there are for you to advertise your product or service. Most organizations need to have access to external graphic resources. A logo is critical, most need stationery, some will use collateral, and others will need to have a Web page. Advertising agencies offer a variety of services. Most agencies offer a source for your “creative” work, including the graphics associated with your ad, letterhead, collateral or website. Agencies also offer additional services, including the option to place your ad with the media source, and some also offer public relations work.
It is important to determine what you need from the agency before they attempt to make that choice for you. In most cases, the agency will be excited to do everything they can for your business, and you may not be able to afford their level of enthusiasm. Here are some questions that you may want to consider regarding the aspects of dealing with an advertising agency:
- How much will it cost?
- Who owns the creative?
- Who is going to be the point of contact?
- Are you using the best skills for the task?
- Who should place your ad?
- How do you assess their performance?
The goal of using those kinds of questions is to identify and leverage the creative resources you need to complement your business and produce high quality promotional experiences. Advertising agencies can account for a significant percent of your marketing budget. Make sure you are using them wisely.