Newspaper Advertising Agencies Should Guard Against Five Major Business Misunderstandings

China's newspaper advertising agency system has been formed along with the establishment and perfection of the socialist market economic system.

As the inevitable product of the development of modern market economy, the scientific operation mechanism, which is deeply rooted in the economic field and is based on the full development of the advertising industry, has been gradually recognized, understood and grasped by people engaged in newspaper advertising.

However, due to the constraints of objective conditions, the frequent changes of personnel and the degree of openness of regional economy, many people will understand the development of advertising agency system from various angles and viewpoints, and easily lead to various misunderstandings of advertising agency.

For this reason, it is necessary to carry out scientific analysis and understand the causes of these problems in essence, change concepts, actively explore, and pay attention to preventing the following business misunderstandings: first, to replace the general advertising agency by advertising total package operation; some newspapers have simply contracted advertising operations to designated advertising companies in order to implement the advertising agency system, so as to carry out the so-called advertising agency.

In essence, this is just the contracted management of newspaper advertising, rather than the real agent management.

The biggest feature of this kind of advertising business mode is that the newspaper gives the advertising management right to the general contract advertising agency, and delivers the full responsibility of expanding the newspaper advertising market and increasing advertising revenue to the general contractor. In practice, the newspaper can not effectively grasp the initiative of advertising management, and can not adjust the advertising fee system according to the changes of the advertising market at different stages, and it is even impossible to adjust the advertising strategy of the newspaper competition media, adopt flexible and responsive measures in time, and at the same time, it is not conducive to the quality of the newspaper editing staff to improve the quality of running newspapers.

To implement newspaper advertising agency system, newspaper companies must authorize advertising companies with strong management strength to directly and conveniently advertise brand advertisements for newspapers, and pay attention to constructing an open and fair media agency platform for the development of newspaper advertising. Based on the full investigation and study of the advertising market, the advertising fee system and business strategy should be formulated to effectively regulate and guide advertising agencies to advertise different industries, regions and different categories.

When the newspaper agency implements the advertising agency system, it can also allow and advocate advertising agencies to carry out sub type agency contract management for advertising in some social service industries, areas not yet covered by advertising companies, and some potential advertising resources.

This way of agency contract will not only cause the disorderly competition and impact of the advertising agency market, but will be more conducive to the expansion of newspaper advertising market.

Two, in order to promote the advertising agency system, the newspaper industry, in line with the contract management of the industry advertising, instead of the standardized customer agency, is also very simple to divide newspaper advertising into several industries, and determine the contract management of the advertising industry through a certain form in order to obtain more newspaper advertising revenue.

The biggest feature of this kind of advertising business is that the newspaper failed to discriminate according to the advertisers' advertising planning and marketing characteristics, especially pferring the advertising management rights that should have been controlled by newspapers, such as automobile industry, real estate industry, health care industry and so on, so as to set up market barriers for advertising companies who want to do advertising agency for brand products.

From the current practice and development trend of the international advertising industry, the common form of advertising agency in Europe and America is the "exclusive agency mode" gradually replacing the typical "multi client agency mode".

The so-called "exclusive agency mode" in the advertising industry means that every advertising agency can only provide a full range of advertising agency services for every customer in each product type.

If an advertising company implements a multi client agency mode at the same time, it may cause the marketing secrets of similar products in the same industry to be known by competitors, and cause serious conflicts between advertisers' advertising agency planning business.

At present, some large scale and powerful advertisers in China, in the fierce market competition, emphasize that the agency advertising is directly hosted by the media. It is impossible to repeat the advertising agency entrusted to the contract agency industry to take charge of advertising agency planning and media release, basically adopt the internationally accepted "exclusive agency mode". Even the same business customer owns several advertising companies to provide advertising agency services for different series of products.

Three, self employed advertising is the main form of advertising, supplemented by agency advertising. Many newspapers believe that newspaper advertising operations that are not part of the central big city should be organized by themselves. The advertising salesmen who are recruited are obedient and well deployed. The traditional concept of "fat water does not flow out of the field" restricts the implementation of advertising agency system.

In the practice of advertising operation, the advertising salesman gives the advantage of flexible and preferential advertising price by newspaper, in fact, it competes directly with advertising agency's advertising business.

Some even include the agency amount of advertising agency as the advertising task index of the advertising salesmen in the industry, and the responsibility of whether or not to fulfill the objectives and tasks of the advertising business is attributed to the quality and ability level of the business personnel.

This is very unscientific.

It should be noted that in the process of advertising industry, self employed advertising salesmen usually undertake advertising business on the basis of giving full play to their individual expertise. The social advertising agency is based on the specialization of the advertising industry, and based on the strength of the group and the integration of resources and co ordination capabilities, it focuses on planning services to win advertisers.

The advertising agency system provides advertisers with a wider range of advertisers' resources and media resources.

Newspapers should attach great importance to the development and utilization of the social resources and actively build a new business model for the development of newspaper advertising market.

As long as every advertising agency in the whole society can be treated as a salesman in the self-service team, the newspaper can truly have the strongest market competitiveness of advertising operation.

Four, it is the most common phenomenon in most city newspapers' advertising management that they can not find advertising agency agents and find advertising companies.

With the increasingly fierce competition in the market economy and the continuous exploration of newspaper advertising management behavior mode, many newspapers began to re understand and practice the advertising agency system, and indeed did a lot of market research work to promote the advertising agency of the newspaper to go on the right track, but they were not as satisfactory as others.

Often, it is impossible to find a strong advertising agency to participate in the agency, or to find an agent advertising agency to operate for a period of time, and the other side loses interest in the agency advertisement.

Advertising agency system is still very difficult in many places.

In fact, with the rapid development of social productivity, enterprise production, commodity promotion, industry service and so on are increasing day by day, and the pace of market development is accelerating. Many enterprises are relying on the survival, development and growth, and gradually rely on and entrust the competent advertising companies to provide professional advertising planning and marketing services.

The direct expectation of companies seeking help from advertising agencies is to rely on the strength of advertising companies to plan strategies and expand the market.

Social advertising companies have already started planning activities for corporate customer agency advertising, but they can not effectively communicate with other newspaper media and establish agency cooperation relationship. The key is that some newspapers have weak awareness of advertising agency market and lack of supporting measures.

In the process of advertising agency, advertising companies are in charge of abundant advertisers' resources and the right to speak in the market. The newspaper media controls the initiative of media advertising price adjustment and management activities, and advertisers are grasping the pursuit of market value orientation and the decision power of advertising.

If the operation mechanism of any party can not adapt to the market rules, it will be directly restricted by the ruthless elimination and development of the market.

The prerequisite for the full implementation of newspaper advertising agency system is to strictly enforce the open, fair and fair market competition rules. At the same time, we must adopt strict advertising fee pricing system regulation system, reasonable and fair advertising agency rate standard, effective and strict control of paid new information management measures, and consciously cultivate the advertising agency market to form a benign circular development mechanism, so as to truly fully implement the advertising agency system.

Five, to perfect the newspaper advertising management system and the advertising agency system are opposed to many newspapers. In order to expand newspaper advertising, many newspapers have been reforming and exploring the advertising management mode for many years, and gradually realized the shift from the traditional contracting mode to the objective management responsibility system.

However, some newspaper advertising departments often fail to attach importance to the sustainable development mechanism of newspaper advertising in order to win the expected advertising business during the tenure of office. They can not grasp the essential function and operation mode of the advertising agency system. They often adopt a short-term attack, that is, organizing a large number of advertising salesmen to directly undertake various advertisements, which results in the difficulty in implementing the advertising agency system.

The fundamental problem of this misunderstanding lies in the frequent changes in the management and management of newspaper advertising departments and the serious dislocation of the functions and responsibilities of the advertising departments.

It must be pointed out that the implementation of advertising agency system is a major measure for the standardization and institutionalization of the advertising operation mechanism and management system of newspaper industry in China.

In the implementation of agency system, newspaper advertising departments no longer directly undertake business, such as contract, design, creativity, production and so on, but focus on the value-added services, market research, publication price system, industry classification, promotion and guidance for newspaper advertising market, aiming at maximizing the marketing interests of newspaper advertising.

The basic function of advertising management in newspaper advertising departments is not to directly participate in the competition of advertising agency business for social advertising agencies, nor to strive for the planning competition among advertisers. Instead, it should always carry out active communication, friendly cooperation, equality and mutual development and mutual cooperation with advertising companies.

Improving newspaper advertising management system and insisting on the full implementation of advertising agency system do not completely exclude the expansion of newspaper advertising itself.

The key is that the field and mode of newspaper advertising must be strictly defined, that is, the advertising content of newspaper industry with unique advantages, such as text information, image publicity, government department announcement, etc. advertising companies are obviously lack of the advantages and means of these special forms of advertising agency services. They should be held responsible by newspaper advertising departments, and other advertising contents can be implemented by agents.