Every business person knows that your product and the time you put into itis absolutely useless if it doesn’t reach the people who need it. And that’s why it is very vital to choose the right advertising agency to ensure that to get the right kind of promotion and sales.

Here are a few important tips on choosing the right marketing agency.

  • Common values

Every marketing agency come with their own goals, philosophy and drive and it is very important to choose one whose values align with yours.They should reflect the same state of hard work, quality, customer satisfaction etcetera that you hold in high value.If you have different views and approach, there will always be dissatisfaction at the end of the day.

  • Reports from last customers

Evaluate the work they have done for other people before you go ahead to enlist them. Was the work favorable and successful? What was the public reaction to it? Did it boost sales? You can also talk to their customers to see how they work, what they charge and so on.

  • Make comparisons

Don’t focus on just one advertising agency at a time. Evaluate a number of them at the same time and get them to make pitches. In this way you can choose the company that gives you the best pitch.

  • Be open to New ideas

Sometimes you will find marketing agencies that have done better research into your target market and have better ideas than you do. Actually such a company is the best because they are not only proactive but they are hardworking and are knowledgeable. Do not always stick to your guns on how you want your product to be managed. Allow yourself to be shown better options and if they are convincing enough go for it.

  • Get the best deal

This point does not mean to should settle for less quality in order to cut cost. It means that before signing a contract, be sure that the marketing agency has all it takes to push your product forward. They should have the right connections with the media, good brand, be versatile, have the right manpower and resources etcetera. Whatever price they give you is not the final option. There should be negotiations that both parties will be comfortable about.

If you are just a small business starting out, you might have to do your own promotion yourself or find a freelance marketing agent. Whatever you do, just make sure your work is thorough and can not only get to your target audience but also elicit the right response.


Most businesses are confused on the difference between advertising and public relations and what functions they each play in boosting their market value, sales and brand. There’s even a small percentage of people who think advertising and publicity are one and the same. However, they are two hugely contrasting concepts that we are going to try and discuss together below.

When a company pays the media to showcase their product and services it is called advertising. It is simply referred to as paid media. Your product or service gets displayed in the paid portion of the newspaper, television or online blog. Publicity on the other hand can be referred to as warned media. This is what the public says about your product and services and it appears in the editorial section of a magazine, blog or newspaper. Usually it is the work of a third party and the public believes this more than the sponsored ads. This is probably because they feel like he reviewer’s opinion is not compromised based on any fee they might have collected from you.

There’s another way to look at this. Usually your business earns good publicity if your brand is strong, consistent and unique. Because a lot of people have realised the power of publicity, they now invest well in public relations management. Your public relations agency basically does the work of making your business newsworthy. They do this by generating publicity or by managing your public image. If there’s good news out there about you, they help to blow your trumpet. They get media houses to cover your events, activities and so on. They set up press conferences, interviews, and so on. They keep you buzzing in the media. The more people hear about you or your business, it makes you something of a household name that people want to identify with.

Your publicity agency also help to manage whatever bad press there is out there about you.For example if you are a cosmetics manufacturing company, and someone sues you for skin damage, it is your PR that will help to redeem your image by flooding the media with ideas of slander or they will help to tilt the light on the good reviews you have been receiving. Or they would set up a charity function where people will see your company giving out money to help the less privileged in the society.

Both advertising and public relations has it’s place in a business and thus they achieve specific functions.