Choose and manage an advertising agency

Introduction

Advertising can increase sales and raise brand awareness for your business as part of your marketing strategy. You can develop and book your own advertising directly with media owners, eg newspapers, trade magazines and radio stations, but you may find it helpful to use an advertising agency if you feel you lack the knowledge or time.

Advertising agencies can help you devise an advertising strategy. They can then create the media campaigns that will best promote your business. Remember that although agencies will generally receive discounts from media owners as they book regularly, the charge for their media-booking service may mean it is still cheaper for you to approach the media owner directly.

It's important that you choose and effectively manage an agency that understands the needs of your business and is not tied to any media owner.

This guide helps you select the right agency for your business. It outlines what you should put into an agreement with an agency and how, once you have struck a deal, you can best work together. It also advises you on ending the relationship with an agency.

Subjects covered in this guide

• Introduction
• Find an agency
• Choose an agency
• Set a budget
• Strike an agreement with the agency
• Manage the relationship with the agency
• End the relationship
• Checklist: choosing an advertising agency
• Checklist: ten things to watch during an advertising campaign
• Here's how I managed my advertising agency to produce an effective campaign

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