Factors affecting the selection of advertising agency : Case study: Spark Insight Advertising & Marketing Pvt. Ltd.
Aryal, Pawan (2012)
Aryal, Pawan
Laurea-ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012091913737
https://urn.fi/URN:NBN:fi:amk-2012091913737
Tiivistelmä
The advertising sector is one of the most fast-developing business sectors in Nepal. The de-velopment and welfare of the sector has been monitored by the Advertising Association of Nepal. During the past decade, there has been significant growth in the number of agencies. However, the business volume has remained at the similar level. This situation has made the advertising market vulnerable, and competition between the agencies has become unethical.
Spark Insight Advertising & Marketing Pvt. Ltd. is a small sized advertising agency operating in the capital city of the country since 2008. The company provides various advertising services, such as printing, designing, and marketing. Since business customers are the major source of revenue, the company needed to ascertain the demand of the business firms and their perception towards advertising services. During February 2012, this research was initiated to determine the main factors affecting the selection of advertising agency.
The research was conducted using both quantitative and qualitative analysis. Structured questionnaires were distributed among selective business firms in the capital city, Kathmandu. The author discusses the opinions in regard to the importance of the different advertising factors in the empirical section. Qualitative method was applied to analyze interview questions and to present a hypothetical analysis.
Understanding the nature and characteristics of organizational customers was important to meet the requirements of this thesis. Therefore, such areas as organizational buying behavior, marketing communication, organizational decision making process, and b2b markets are considered in the theoretical section.
The results of this thesis imply that the quality of advertising services, such as design quality, print quality, as well as delivery time, are vital for business customers regardless of the pricing factor. Brochure publishing is an important service for the business firms, and the advertising company’s website is the preferred communication channel to acquire the company’s information.
Spark Insight Advertising & Marketing Pvt. Ltd. is a small sized advertising agency operating in the capital city of the country since 2008. The company provides various advertising services, such as printing, designing, and marketing. Since business customers are the major source of revenue, the company needed to ascertain the demand of the business firms and their perception towards advertising services. During February 2012, this research was initiated to determine the main factors affecting the selection of advertising agency.
The research was conducted using both quantitative and qualitative analysis. Structured questionnaires were distributed among selective business firms in the capital city, Kathmandu. The author discusses the opinions in regard to the importance of the different advertising factors in the empirical section. Qualitative method was applied to analyze interview questions and to present a hypothetical analysis.
Understanding the nature and characteristics of organizational customers was important to meet the requirements of this thesis. Therefore, such areas as organizational buying behavior, marketing communication, organizational decision making process, and b2b markets are considered in the theoretical section.
The results of this thesis imply that the quality of advertising services, such as design quality, print quality, as well as delivery time, are vital for business customers regardless of the pricing factor. Brochure publishing is an important service for the business firms, and the advertising company’s website is the preferred communication channel to acquire the company’s information.