With no exceptions, all enterprises face the task of presenting their activity to the outside world. In cases where marketing is not a company’s specialization, thoughtfully and accurately transferring this activity to contracting organizations is not just the best, but the only reasonable solution.
Advertising (in the broadest sense of this word) is a tough and voluminous work. Doing it all alone is the same as distilling oil for corporate transport or producing copiers for own corporate needs. It will all turn out to be bad, long, insanely expensive, and most importantly—the amount of work will be so huge that the main thing—the purpose—will be forgotten on the way. There will remain no strength, no time and no money for the main work.
this is easy to prove “on the fingers”, arithmetically.
Dramatis Personae of Marketing Activities
So, if a company needs in parallel with its core business to simultaneously develop its brands, to design and apply logos, to brand vehicles and uniforms, to invent, create and place advertisements, it has, as a first approximation, three options:
- to invite marketers into its own staff;
- to apply to an “advertising” agency, asking them not to just sell their products but to become friends, to delve, to think, to do;
- to find a company that would provide your marketing with due attention, and at the same time in the most convenient way for you: minimally distracting your resources, not trying to just sit on the budget and to avoid work.
In the first case, you must pay primarily for time spent, not things done. Marketing allows no setting of plans or volumes (either in pixels or in characters per month), which means the company will have to pay a person and government just for he comes to their office. Further, one person, even if he is very fond of the employer, cannot himself replace the company. Even if you find an honest, creative, hardworking and competent marketer in one person, when it comes to analysis and ideas, you will need organizational and production work to be done. And this array—the main one—will be occupied either by people random for you, which means they will not do it well, or the marketing department will be bloated and you will pay their time as well, or ... Or even if you have the expensive marketing specialist, all the work will be assigned to an “advertising agency”.
So. As already mentioned, in reality an “advertising agency” is the sellers of either things or space. It’s impossible to instill them the need to work in your interests: they will probably have a person engaged in development, but at best his job will be ... to sell you the same items and services, but which you will like. That's the purpose of his existence, he gets his salary for sales. Of course, you will finally buy the circulation and you will like it, but in the end it will remain in the dusty warehouse: you will see that the ads must also be placed somehow, but it'll be pointless: being attractive to you is not the goal of marketing, its goals are different.