Marketing Communication Essay Example | Topics and Well Written Essays - 4000 words

Marketing Communication - Essay Example Partnership with an agency will pool resources and promote a project with more people, expertise, and capabilities working towards the same goal. As a result, an organization can produce a synergistic effect greater what it could achieve on its own. Choosing a communication agency or what some call an information agency is, therefore, a pivotal task for the success of a particular communications project. There is no standard selection process for this task since organizations follow different approaches tailored according to their requirements. However, it should be done in a systematic manner so that the organization does not lose time, effort and money. All processes in communication agency selection start with the decision to seek an agency and henceforth, a definition of exactly what the organization will require from the agency (in terms of capabilities, skills, tasks, etc.) as well as the expected nature of the client-agency relationship. In defining agency requirements, a marketing audit may be performed. Current services must be analyzed to determine who is served well and how well. Marketing audit, Greg Clarke (2000) wrote, is a systematic information gathering process that highlights clearly where an organization stands along a scale ranging from no marketing to total sophistication. (p. 184) The idea is that by employing such approach a communication agency’s niche – a portion of a market segment in which that provider can meet specialized needs that are not being met by other providers as well as the specific services, capabilities, commitment, and experience offered – will be identified. An organizati on can, hence, filter out the agencies that would not meet their requirements. The downside of this process is that it could be a daunting task when performed early in the process.