LA Fitness (a fitness club company) wants to develop a new advertising campaign.
ID: 452352 • Letter: L
Question
LA Fitness (a fitness club company) wants to develop a new advertising campaign. In order to ensure they get fresh ideas, they want to replace their current advertising agency. (10 pts total)
A. List 2 specific criteria they should use in selecting agencies to invite to “pitch” them a new campaign. (4 points)
B. Using Redbooks.com as a resource, provide 3 examples of specific ADVERTISING AGENCIES you would recommend that they invite to pitch campaigns to them. Explain clearly, in a couple of sentences for each, why you are recommending each one. You must have clear, logical reasons or you will not receive full points. Provide contact information for each agency. (6 points)
• For reference: Redbooks (here is the link) http://xerxes.calstate.edu/pomona/databases/database/201
Explanation / Answer
Hi,
A- For this you should at least 3 criteria:
1- CONSIDER VERY CAREFULLY WHAT YOU WANT: Know exatly what you want. If you do want to look for a new agency, you should know exactly what it is that you are looking for, this regarding the style and public to can be direct your campaign.
2- CREATING A SHORT LIST: You should ask the agencies to provide you with information about themselves. Tell them what you want and ask them to give you quotes and ideas of what they could do for you. This list should ideally be no more than 8 agencies, you have to considerer their reputation, scale, latest works, etc.
3- USE “CHEMISTRY” MEETINGS AND CHOSE AN ADVERTISING AGENCY: Finally, use a chemistry session, on this you will requirer make panel’s time, and is what it sounds like: an opportunity for both (you and teh company), to gauge the level of successful chemistry between yourselves. After that, take a desicion.
B- I can't open the REDBOOKS data base, so i got this for you. This are:
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