12/5/2019 0 Comments
Marketing Communication - Essay Example
Partnership with an agency will pool resources and promote a project with more people, expertise, and capabilities working towards the same goal. As a result, an organization can produce a synergistic effect greater what it could achieve on its own. Choosing a communication agency or what some call an information agency is, therefore, a pivotal task for the success of a particular communications project.
There is no standard selection process for this task since organizations follow different approaches tailored according to their requirements. However, it should be done in a systematic manner so that the organization does not lose time, effort and money.
All processes in communication agency selection start with the decision to seek an agency and henceforth, a definition of exactly what the organization will require from the agency (in terms of capabilities, skills, tasks, etc.) as well as the expected nature of the client-agency relationship. In defining agency requirements, a marketing audit may be performed. Current services must be analyzed to determine who is served well and how well. Marketing audit, Greg Clarke (2000) wrote, is a systematic information gathering process that highlights clearly where an organization stands along a scale ranging from no marketing to total sophistication. (p. 184) The idea is that by employing such approach a communication agencyâ€™s niche â€“ a portion of a market segment in which that provider can meet specialized needs that are not being met by other providers as well as the specific services, capabilities, commitment, and experience offered â€“ will be identified. An organization can, hence, filter out the agencies that would not meet their requirements. The downside of this process is that it could be a daunting task when performed early in the process.Â
Write something about yourself. No need to be fancy, just an overview.