Buying Advertising

Chartered Institute of Purchasing and Supply
London, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' Highlights at a Glance
• learn the value of involvement by purchasers in the whole advertising process
• identify the stages of agency selection
• understand the briefing process
• examine four common types of payment for agencies

Aims
An advertising campaign should not just involve the marketing department and the ad agency. As well as the all-important creative element surrounding the promotion of a brand, there are the many commercial and business issues to resolve to put the deal in place and then maintain the relationship.

Procurement professionals are increasingly viewed as a dedicated added value resource to their organisation. With 10% or more of an organisation¡¯s total revenue often set aside to promote their products or services, there is a lot of money at stake!

With their business and financial acumen, purchasers need to be involved in buying advertising, for example by setting a realistic budget, formulating payment terms, managing a contract. They can obtain marketplace knowledge, advise marketing colleagues on the management of process, as well as critically and dispassionately analyse and evaluate agency credentials, documentation and proposals. In other words, they should work strategically with their marketing department, working closely in order to maximise the success of any promotion and achieve value-for-money.
...''

Phone:44 (0)1780 756777

School Address:

The Chartered Institute of Purchasing & Supply
Easton House,
Easton on the Hill,
Stamford,
Lincolnshire,
PE9 3NZ

United Kingdom


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