Agencies: client market data deemed cardinal

Article Abstract:

Client market information is the key to success for advertising agencies with high technology accounts. Agencies with the most information have the best chances of generating creative ideas. They also increase their chances of finding the most suitable prospects, packaging their products to meet the requirements of the target market and making a stronger sale. Agencies have various sources of customer information, including the clients themselves, the clients' competitors and third-party market research firms.

Research, Usage, Evaluation, Marketing research, Market research, Information management

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Blame the advertiser for vindictive agency

Article Abstract:

Corporate advertisers should adopt reasonable processes to avoid conflict with advertising agencies and the media. Aside from providing adequate agency compensation, advertisers have to decentralize their advertising and promotion functions. Creation of a group of in-house experts who will approve all media plans and creative methods, assures quality work. Good advertising demands cooperation among agencies, advertisers and the media.

Advertising Agency Relations, Media Relations, Social aspects, Methods, Customer relations, Mass media, Press relations, Cooperative advertising

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ISO approval elevates Rainier

Article Abstract:

Princeton, MA-based Rainier Corp was granted an ISO 9002 certification to become the first full-service public relations and advertising agency to be certified under the ISO 9000 standards. The company had to undergo rigorous audits to prove that it was in compliance with the ISO 9000 standards. The certification has elicited positive reaction from Rainier's major clients such as Texas Instruments Inc and Sprint Business.

Public Relations Agencies, Public Relations, Quality Control Management, Public relations services, Standards, Management, Quality control, ISO 9000 (Standard), Public relations firms, Rainier Corp.

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