Briefing the Agency

Briefing the Agency

Briefing the Agency

The agency personnel should be given as much information as possible about the company, its products and its ONLINE MARKETING objectives. In the early days of the association, it is important that the agency people should get the 'feel' of their new client and form an accurate appreciation of his outlook, both with regard to his product and his market. The copy-writers and designers need to understand the kind of 'image' they are being asked to establish for the firm and the product.

If he is to get the best results from the agency, the ONLINE MARKETING Manager should present a lucid exposition of his aims and requirements. Before briefing the agency personnel he should prepare a statement, setting out the product details, his ONLINE MARKETING objectives and the general policy he wishes to see adopted for advertising and promotion, on the following lines:

A. The Product

(1) The production processes employed in the manufacture of the product and any specific technical requirements.

(2) The history of the product's conception, screening and initial testing.

(3) Its current 'life-cycle' stage.

(4) Its pack sizes.

(5) The packaging, transportation and physical distribution arrangements.

(6) The product's shelf-life.

(7) The after-sales service which is provided.

B. The Market

(1) Who uses the product; how they use it; when they use it and why they use it?

(2) The company's distribution policy: via wholesaler; direct to retailer; or direct to consumer via mail order or via door-to-door salesmen.

(3) The market share currently held by the product.

(4) The proposed market share.

(5) The company's pricing policy for the product, including distributor's discounts.

(6) The scope of the company's sales effort allocated to the product.

C. Previous Advertising Policy

(1) The amount of the previous advertising appropriation.

(2) The amount spent by competitors on advertising.

(3) The percentage of previous advertising budgets spent on conventional advertisements (press, radio, TV, etc.).

(4) The percentage of previous advertising budgets spent on special promotions (premiums offers, competitions, sales aids and other merchandising activities).

D. Proposed Advertising Policy

(1) The amount of the current advertising appropriation.

(2) The desired 'image' for the company.

(3) The desired 'image' for the product.


More - The Meaning of Marketing



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