Adapting to new world

Just like consumers, advertisers are demanding more value for their money. And their demands are going to be met.In the last 10 years, we have watched corporations change from sales-oriented concerns to more consumer-oriented outfits.This change in attitude is now occurring...

Just like consumers, advertisers are demanding more value for their money. And their demands are going to be met.

In the last 10 years, we have watched corporations change from sales-oriented concerns to more consumer-oriented outfits.

This change in attitude is now occurring in the advertising industry.

The media and ad agencies understand they must look beyond the straight buying and selling of the numbers.

Now, there are greater pressures to maintain annual levels of advertising expenditures. In addition, there is the growing need for measuring the effectiveness of these expenditures.

The mass media – tv, radio, magazines and newspapers – have responded well to the changing demands and needs of the advertisers.

Television is becoming more involved in sponsorship, providing image enhancement through association with a particular program or event, and added-value promotions have introduced the industry to the power of creative tv marketing.

Promotional extensions can provide the advertiser with more tangible benefits.

Furthermore, if the program is leveraged through the media supplier, the added-value exposure can be tremendous for the client.

The media also appreciate the value of these opportunities, especially if their objectives are being met.

A partnership with a particular advertiser is a way for them to increase their exposure and audience.

An advertiser, by integrating advertising and promotions strategies, can create an effect greater than if the two were planned and executed separately.

This synergistic effect can be extended with the leverage negotiations between the agency and the media.

It is our job, as agency to our clients, to provide the most effective use of our advertisers’ expenditures.

We understand the importance of capturing the existing opportunities, developing new initiatives, and providing value to clients.

That is why we have created the position of manager, merchandising and promotions.

Now, we can identify those media opportunities which meet the specific needs of our clients, and help our clients take advantage of the opportunities available.

Frequent contact with the media allows us to remain abreast of the added-value opportunities available at any time.

Furthermore, our special relationships with the media allow us to develop client-specific programs.

We can match up the most valuable and intelligent opportunities to the client’s plan. The key word here is ‘intelligent.’

Just as you would put intelligent thinking into the buying decision as a consumer, and not just settle for the cheapest product, we advocate the same type of intelligent thinking when allocating the advertising and promotion budget.

To make the most effective media decisions for our clients, we would argue that the agency structure must specialize in media first.

Then, to take it one step further, enhance it by specializing in sponsorships and promotions.

Melissa Gall is manager, merchandising and promotions at Toronto-based Media Buying Services.