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BUSINESS TO BUSINESS
ADVERTISING: A recent survey of
corporate executives conducted by the American
Advertising Federation found that most view
advertising as, "a long term investment that
contributes to sales, financial growth and a
competitive edge."
This is a sound
observation. But many in the industry think it
indicates a limited understanding of the tactical
impact advertising, and marketing communications in
general, can contribute to a company's immediate
marketing situation.
It is generally understood
that advertising will build awareness, create
positive image, signal position and communicate a
cluster of positive feelings and attitudes about
the corporation and its products; all of which
results, over time, in corporate "branding."
Branding in itself has
intrinsic value. It carries a real dollar value,
which can be attached to new product introductions,
mergers, acquisitions, stock offerings, as well as
that general "goodwill" factor so often helpful in
times of difficulty or transition.
But the tactical role
integrated marketing communications can play in the
"day to day" dynamics of any distribution channel
is apparently less clearly understood. Every day
professional marketers use an array of complex
communications tools from electronic product news
releases, to product information web pages, on line
customer chat centers and targeted "advertorial" ad
placements to respond to tactical shifts in the
marketplace.
Some corporate sales,
marketing and advertising executives inadvertently
exclude their advertising agency from tactical
meetings and planning sessions because they don't
view the ad agency as an "inside" source for fast
tactical reactions.
"We view the agency and
our campaigns as more of a long term strategic
asset," one ad manager said. "We hold an internal
sales meeting to respond to a price shift, or
competitive action and maybe get the agency
involved somewhere down the road." This perspective
reduces the effectiveness of the agency and
discounts the considerable experience most seasoned
Account Executives have accumulated in a variety of
marketing skirmishes across probably several
industries in their careers.
Most corporate sales and
marketing planners would greatly benefit from
including an agency account executive in the
tactical sales meetings when possible. She or he is
likely to have "been there, done that," and can at
least offer a perspective outside the box of
typical corporate problem solving.
This open communication
would improve service by assuring that the agency
is fully briefed on the current situation and ready
to respond with ideas and practical solutions.
After all, one of the most important functions a
good marketing communications account executive
provides is that "outside" perspective of the
customer in the meeting room.
The AAF is planning a
multi-year advertising campaign targeted at
corporate executives to expand their awareness of
the full potential marketing communications can
provide their corporations. Any client can get more
tactical value out of its marketing communications
investment, if they would only remember to invite
their agency AE to the meeting. (RJP)
Robert J. Philbin is a
senior partner in the marketing communications firm
Hershey Philbin Associates, Inc.
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