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EXECUTIVE SUMMERY
The purpose of this report is to make a recommendation to Christine Michalas for selecting the right advertising agency for The Club. ...
The objectives in hiring an agency for The Club are: to increase market share and membership numbers, repositioning The Club to professional and familiar image, to raise awareness from non-members, and to increase the use of club during off-peak hours.
To evaluate those advertising agencies, four main areas were considered: creative strategy, media strategy, remuneration, and servicing of account. ...
INTRODUCTION
Advertising is one tool a business can use to grow and expand its profits, so choosing the right advertising agency to help do this is crucial. White (2000) claimed that it is a long-term relationship when we sign a contact with an advertising agency, which is our business partner that produces creative solutions on communication and marketing problems. Also, an advertising agency could help us develop our marketing strategy. Therefore, we need to select the right agency for our club. There are three advertising agencies that want to get involved in our case. This report will primarily evaluate the agencies by creative strategy, media strategy, remuneration, and servicing of account. Furthermore, the report will highlight any issues that need to be raised or negotiated with the agency prior to their appointment. Finally, the report recommends which Agency should be appointed by Christine and justifies this selection.
EVALUATION OF THE PITCHES
The most important part of choosing an advertising agency is to compare the agencies being considered, which involves several areas:
1. ... They provide us with many creative executions, such as Fitness Friday and Saturday Squash and those might increase customers for The Club during off-peak hours. ... Their creative strategy is to cover the central premise of The Club ‘we look after all of you’. ... Aspirational creative execution is expensive and it seems would not affect people to join The Club, because most people would not expect to meet any celebrities in The Club. ... It contrasts The Club and other health centers and sends out message that we are different from other fitness clubs. ...
HALL ANSTEY KLEIN
The Club is a chain of health clubs around Australia. ... The Hall ANSTEY KLEIN believes that television is the appropriate media for The Club. ... According to our case, the objective of the Advertising Campaign is to increase membership numbers, if there is a decrease in membership numbers, the agency will repay a proportion of the charge to us. ...
The most worthy payment approach to The Club is Payment By Result (PBR), since The Club has clear objectives because it is easy to see and measure the result. Furthermore, The Club is not on the growing stage, so PBR is more secure than the other two payment approaches.
Approximate Word count = 2235
Approximate Pages = 8.9
(250 words per page double spaced)
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