What are the criteria for selecting an international agency for an international advertising?

International advertising is  the advertising of goods, services and ideas across boundaries, that is advertising globally or internationally.

The company orientation, growth of global tourism, existence of large group of people across national boundaries who are potential consumers and the availability of international media that could be used for advertising are some of the reasons organizations advertise globally.

When advertising globally, the language, culture and tradition, illiteracy level of the people in the particular country an organisation wants to advertise in should be taken into consideration.

In advertising globally, you need to select an international agency to handle your publicity campaign. It is important to take into consideration certain factors. Some of which are as follows;

The budget of the organisation: it is important for the organisation to know the fee charged by international agencies to compare it to the budget allotted for the campaign. The organisation must make sure that it doesn’t exceed its budget.

The reputation of the international agency is another important criterion for selecting a particular advertising agency. The ad agency must be noted for its good works; this is to ensure reliability and quality of service.

The size of the ad agency is another important factor; The ad agency must have the required number of branches that has the ability to reach the organization’s market of target audience. This is called agency market coverage.

International coordination or the international ad agency is crucial to the selection of an ad agency. The agency must have the ability to coordinate internationally when it comes to campaigning in local countries.

Also, an organisation can research into the background of a particular ad agency to find out how familiar the ad agency is with the product or service it is to publicize. This is to help measure how effective the agency would carry out the campaign.

Other criteria include; language that is the ability of the ad agency to use and understand different languages. And the ability of the ad agency to have some expertise and level of professionalism.

Beryl Adom

Level 300 (weekend)