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Internal Preparation: appointment of the selection team consisting of people who are credible / seniors in this company for direct involvement in business processes. The involvement of the senior team is important to help understand the needs and direction of the company’s business. This team will also give companies the vision and mission, business and marketing plans and communications budget of a product / service will be advertised to the ad agency that will make a pitch.

After the team was appointed, the team will define what is expected of an advertising agency to support the activities of their marketing plans. From this definition picture will emerge about what the agency needed. How far the campaign should be prepared? Short-term or long term? How big is the ad agency needed? How complete the service? Whatever service are you looking for?

After the internal affairs ready, next is to invite the appropriate agency agreed criteria. To select an ad agency, there are several important elements that should be taken into consideration:

1. Ad agency should have a good understanding of your business. For example the product you are selling technology products, look for an advertising agency that can move the language into the language of technology customers well, and this is not a simple case, because in order to move the language into the language of technology consumers who need an understanding of technology as good as the understanding of science communication .

2. Make sure the size of the agency that you need. Agency bigger is not necessarily better. It all depends on how much budget communications (billing) you. Usually brand with a small communications budget received less attention when they are on a big advertising agency because their attention is sucked into the brand with a large communication budget.

3. If your brand has a smaller budget, better to be a big fish on small pond. In addition to your brand will get great attention, you can also get direct access to the owner of the company. A privilege can be difficult if you are in a big advertising agency.

4. Make sure the agency has the best team to handle your product. Do not let your product be handled by a junior team. Seniority should be applied on all sides of the Accounts team Planning, Account Service, Creative and Media.

5. If you invite an advertising agency that was new, make sure the owner of the advertising agency are credible people in the field, not opportunists who are only able to open the company but have no knowledge in the accessible. Vision, mission and knowledge of the owners will affect the work of a company.

6. Make sure you like the team that will work with you, because after all, business is business communications that involve chemistry.
7. Do not invite too many ad agencies because this will only spend your energy. Select a maximum of 4 the most appropriate agency with the criteria specified to present their ideas.

8. If you fall in love with a presentation, make sure the team is a team presentation that will handle your brand will be.

9. Make sure that the selected advertising agency does not handle similar products because it would cause conflict of interest.

Once we decide our advertiser agency. Furthermore, we must measure the effectiveness of our advertising

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Measuring the effectiveness of advertising should be returned back to what made the original purpose of these ads. There are stages Attention, Interest, Desire and Action as a hierarchy of communication effects, as well as TV ads.

Until now, it’s a lot that measures ad effectiveness of the advertised product sales alone. It is true that a long-term goal should be increased ad sales, but it does not mean that in the short term, direct communication will boost sales figures. Sometimes an advertising communication is made to extend or improve Attention awareness of the product. Alternatively, in another ad, the ad was made to increase the Interest and Desire. Besides, there are special ads created to promote action, well this one can directly measure the effectiveness of sales or sales of short-term products.

Before the ad aired should have known the performance of a brand (through research) – What percentage of brand awareness? Are consumers already understand the attributes you want displayed and how much a consumer preference toward the brand compared to competitors, and so on. With this record of performance brand, a brand manager can easily measure the success of advertising or communications products. In general, the performance brand research will be repeated after 3 – 6 months commercials, because the effects of communication take time. Checking the benchmarks will be performed, specifically, what has generated this communication? Is it consistent with the objectives previously set?
For the percentage increase in performance varies widely, depending on the purpose of communication and the situation being faced by the product. For example for the product of an entirely new, increased awareness by 25% alone is an achievement. For established products and is known by many people, probably have more communication goals towards increasing preference than the competition, and this is a heavier duty, because it is generally a percentage of the increase is not too ambitious.

The percentage can also be measured by the achievement of ‘Reach’ or audience reach, but once again the success or failure also depends on advertising goals. For example, in the early campaign, set to reach 60% of the target audience, then after the campaign finished, feedback from the research illustrates that the ad was watched by more or equal to 60% of the target audience, means the goal has been reached.

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