○1 The types of media: TV and radio commercial, newspapers and magazine, poster and bill board, direct mail, the Internet, etc
○2 Advantages and disadvantages of the major types
TV: high attention, combination of sight, sound and motion; high cost and less audience selectivity.
Newspaper: flexibility, good local market coverage, broad acceptance; short life, poor reproduction quality.
Magazine: high geographic and demographic selectivity, credibility, long life, good pass-along readership; having rivals in the same magazine.
Direct mail: audience selectivity, flexibility, no ad competition within the same medium; relatively high cost, junk mail image.
Internet: high reach of international audience, similar effect as TV commercial, interactive; the users of Internet are limited, compared with TV.
○3 Consider your target audience and your budget to make a wise decision.
○1 Select a suitable agency
A. Consider the reputation and past performances of the agency. Agencies provide the client with the services of highly skilled individuals who are specialists in their chosen field.
B. Same compensation philosophies. Different compensation systems may result in disagreement.
C. Stability in agency’s policies. Mergers and acquisitions may lead to policy changes. This will have negative effect on the performance of the agency.
○2 Ensure that agencies maintain a high level of effectiveness.
A. Regular reviews: financial and qualitative assessments.
B. Financial audit: It is designed to verify costs and expenses, salaries for the employees, and payments to the media and outside suppliers.
C. Give detailed instructions or certain trainings to the agencies about how to represent a company.
D. Make full disclosure of any potential and existing conflict of interest. One agency cannot run two accounts which are indirect competition with each other. In some cases, even indirect competition will not be tolerated.
3. Trade fair and exhibition
○1 Types of exhibition. What are exhibited? Whether it is related to your field? Whether you can find potential customers, suppliers, or partners?
○2 Scale of exhibition. How many participants are listed? Whether it is local or national or international?
○3 Publicity of exhibition. How far is the organizer willing to increase public awareness? Whether they are able to attract public attention and the leading companies of the field?
○4 Cost of admission. Some of the exhibitions are relatively high, because they wish to attract only the professionals of their own field. Some are admission free, because their target market is the entire population.
○5 Other points: Location, transportation, accommodation and time.
Ex: The importance of selecting appropriate members of staff to attend exhibitions.
○1 The exhibition is a stage for a company to exhibit its product, capacity and credibility.
○2 The members need to know every aspect of the product and the company, and what the company wants in the exhibition.
○3 They should have eloquence to promote the product and the flexibility to adapt to the changes.
○4 Because they represent the image of the company, they should also have a good physical appearance.