The Media Strategy

The Media Strategy

All considerations, which determine the make-up of a copy strategy, also define the media focus of any advertising campaign. In addition, the Media Strategy considers

(a) Where the advertiser wants to say what he wants to say, regional, national or international?

(b) For how long? [Read more…]

Advertising Development

Advertising Development

Advertising development involves five essential stages, which include Planning, Preparation, Placement, Monitoring and Evaluation.

Planning

Advertising is not the result of haphazard creativity. Rather, it is the product of careful thought planning. Consequently, [Read more…]

Effective Advert Account Management

Effective Advert Account Management

Advertising agencies must plan, prune costs and make income from billing more efficient and profitable. Emphasis in this regard should be in the efficient and careful in the selection of quality rather than quantity in their clients’ lists. Early invoicing, efficient control manpower and effective control of operating costs must be strictly adhered. [Read more…]

Costs Control

Costs Control

This is the hub of agency business. If costs can be kept under control particularly at a time of real inflation, then profitability can be improved to offset income limitation. Generally, costs can be classified into two broad categories;

a) Direct Costs – Premises; salaries, pension and other remuneration; taxation, public, service and transport costs, rates on property, furniture and equipment. [Read more…]

Retaining Advertising Accounts

Retaining Advertising Accounts

To retain an advertising account which has taken so much effort to win, an agency must make conscious effort to offer dedicated creative services to the client. Service is the name of the game agency should never tire of giving to its clients at all times. In this regard let’s look at the following guidelines.

1. Contact meeting with client should be regular and agency [Read more…]

Human Resources Development

Human Resources Development

The recruitment of staff for an advertising agency presents the organization with one of its biggest challenges. While some agencies prefer to attract trained and experienced people from other agencies, others recruit fresh people who they train in the agency’s best tradition.

The recruitment process varies from one agency to another. [Read more…]

Structure and Organization of an Agency

Structure and Organization of an Agency

There are some difficulty precisely defining department and personnel in advertising agencies. Not only is the function and form of various staff titles constantly changing from one agency to another, but even the man behind the title is changing constantly too.

Distinctions are extremely blurred often quite intentionally depending on the size, need and orientation of the leadership of the agency. [Read more…]

How To Write a Business Plan in Nigeria

How To Write a Business Plan in Nigeria

Writing a business plan in Nigeria is an important aspect for all business man or woman. To be successful in your line of business a well detailed business plan must be put together whether the business is about to start or its already running or you want to expand a good and detailed business plan will guide you and give you the insight you need to succeed in that business. [Read more…]

Organization and Management

Organization and Management

Big budget advertising is a relative new industry. The developed commercial economy that supports advertising on a large scale was only established in most Western countries in the 19th century. The advertiser of that period had little need for agents.

The publisher of magazines and newspapers, however, often found it difficult to sell space in their pages to advertisers and therefore began to commission brokers to go out and sell advertising space. [Read more…]

Advertising in the Marketing Mix

Advertising in the Marketing Mix

Basically, marketing is the business process of managing the flow of goods, services or processes form the producer to the user or customer, involving assessment of sales of the product, etc, and responsibility for its promotion, distribution and development (The Chambers Dictionary, 1999). Implicit in this definition is that marketing involves the offer of goods, [Read more…]

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