CLIENT â€“ AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY

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Advertising and Promotion (MKT621)

Lesson 32

CLIENT AGENCY RELATIONSHIP

OVERVIEW

In the last lecture essentials to manage advertising agency were explained in detail. To continue

to explain about the various aspects of advertising agency the duty as the owner / boss of the

advertising agency will be explained besides identifying Cardinal Rules for running an agency.

There may be cases where clients would like to advertise without an agency in this regard it

will be explained as how to do it and what are its different implications. Primarily such an

effort is always made to reduce the cost of advertising. Further more the word about logo and

corporate identity its usage, evaluation and the definition of corporate identity will also be

discussed.

THE DUTY OF OWNER / BOSS OF AN ADVERTISING AGENCY:

Following are basically the duties of an owner / boss of an advertising agency in fact the boss

should listen more and say less:

· Be fair to staff & be firm: A boss should always be ready to make un-popular decisions

to create an atmosphere of stability.

· Maintain forward thrust of the agency: He or she should try to get things done quickly

win more business thus maintaining its growth / forward thrust.

· Try to build agency by getting more accounts: As is necessary for different business

houses to grow the advertising agencies boss has to ensure to get more and more accounts

for improving profitability.

· Win confidence of clients at highest level: Unlike the account executive that has to keep

contact with all levels of a client, the boss should have direct repo with the client's top

executive.

· Try to make sufficient profits: The profitability means more benefits for the employees

thus creating confidence and job security.

· Plan policies far into the future are good enough to succeed them: The future growth

plan of the agency provides future vision of the company and the growth pattern shows

the futuristic trends and the growth path for the employees.

· Try to recruit highest quality of people: The selection of high quality of people will

always produce the best and productive results thereby attracting more clients.

· Try to get the best out of every staff: How to get the best out of every staff is what

should be identified and implemented. In fact the old philosophy of right person for the

right job can always help in this context.

CARDINAL RULES FOR RUNNING AN AGENCY:

Running an agency means focused effort and to face eventualities. In this the following

Cardinal Rules for running an agency are identified and explain below:

· Affection to henchmen: Basically the people who are running the agency should ensure

that their creative team is give due regards and affection.

· Tolerance to their shortcomings: It is also essential that the managers running the

advertising agency should show tolerance to the shortcomings of their employees.

· An unerring eye for main chance: Moreover the owner / boss should have the ability

and capability to grab the opportunity once it is offered to you.

· Morality of people working in agency: The people who are working in the agency have

to be very credible so that it does not reflect in any way on the company.

Advertising and Promotion (MKT621)

Head of the agency should know how to delegate powers and work in the pursuit of excellence

but more satisfying in the pursuit of beginners.

ADVERTISING WITHOUT AN AGENCY:

For whatever reason, you decide not to use an agency for your advertisement program; the most

important role is to give creative & strategic direction to your advertising program. The

question is HOW TO DO IT?

To Keep Advertising Program on Track:

As you will be working without an advertising agency you have to ensure to devise a program

and implement it by keeping it on tract such as written below:

1. Do it yourself.

2. Stay focused on your positioning.

3. Have a written strategy.

4. Adopt brainstorming strategy.

5. Let someone else handle day to day advertising.

6. Hire freelancers.

Copywriter.

Graphic Designer.

Desk top publisher.

Photographer.

Other Specialists.

7. Take care about copyrights: As the world is growing there are stringent regulations of

copyrights act. So the copyrights should be taken into consideration before using idea etc.

8. Taming media reps.

Media plan & budget for campaigns.

Copywriting & ad production skills.

Audience surveys.

9. Trade directories.

Effective Use of Money Saving Resources:

While doing your own publicity and effort to save money and yet remain effective following

inexpensive methods are explained.

Co-Op: In this case generally the sharing of the media cost can be done with other advertisers

such as combined advertising effort or various similar products.

Trade outs: Another effective and money saving method of advertising is trade outs in which

advertising is done in exchange of the products of the companies desiring to advertise them.

Free Expertise: You can also use the free expertise by attending seminars and talking to

government agencies and delegates of chamber of commerce's.

LOGO AND CORPORATE IDENTITY:

Almost all businesses have a logo, logotype or both for distinct identity. A Logo is generally a

symbol which identifies your company, while the logo type is the distinctive way of presenting

the company name.

What makes a good Logo Design?

A logo is a symbol it stands for your company but it need not and should not be a picture of

everything you do. The ideal logo gives in a single glance a sense of your positioning. The

good logo design should have following components:

Focus on one image & one concept.

Should evoke a feeling or create an image of the business or event.

Advertising and Promotion (MKT621)

Following are few illustrations of logos for

you to understand the importance of logos:

The illustrations given above are

regarding logo types.

Logos or Logotype

Whether you use a logo, logotype or combination of both you want to ensure that logos or

logotypes should:

a) Convey instantly a feeling about your company.

b) Be distinctively recognizable as yours.

c) Be versatile enough to be used in every application.

DEVELOPING A NEW LOGO:

In order to develop a new logo or modify an existing one there are various questions which

need to be answered before doing so.

1. What is the single thing I most want my logo to convey about my company?

2. Are their any particular colors I feel drawn to using in my logo? If so, what colors?

3. What do these colors say about my business, and do they enhance the concepts out of

above?

4. If I want my logo to contain a pictorial image of my company?

EVALUATING PRESENT LOGO:

In order to evaluate the present logo besides answering the questions written above following

positive and negative concepts expressed with regard to the logo have to be evaluated.

Positive Concepts Expressed: Professional Friendly Bold Expensive Exciting Caring

Creative Powerful Fast Intelligent For adults Loving Loving Spiritual Trendy

Affordable.

Negative Concepts Expressed: Sloppy Unfriendly Cheap Confused Vague Dishonest

Boring Aggressive.

Advertising and Promotion (MKT621)

In the above perspective of evaluating of present logo to make up ones mind it will be helpful if

the following appraisal questionnaire is filled which will help in taking and appropriate

decision.

What is the single thing I least like about my present logo?

Should I keep using my old logo-

Yes

Should I use a modified version-

Yes

Should I do a new design -

Yes

Why: __________________________________________________________

DEFINING YOUR CORPORATE IDENTITY:

In the world of design and advertising corporate identity refers to your logo and all related

items identifying your company such as Letter Heads, Business Cards, Vehicles and Store

Signs etc.

Corporate identity is not advertising yet as it is a highly visible expression of your positioning,

it greatly affects the impact of your advertising.

A corporate identity program is a set of standards established to govern the look of all identity

items and such identity programs covers, logo design, colors, typefaces, placement of graphics

and size relationships between your logo and other graphic or copy elements.

Having a corporate identity program and spelling out your standards determines the way you

want to identify your product or company.

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