This technical note delves into advertising as a communication tool. It stresses how—in contrast to what many sales managers may think—advertising does not generate sales immediately. The case explores basic reasons for advertising, such as to encourage consumers to try out a product for the first time, to boost loyalty, and to encourage consumers to repurchase products.

The case discusses aspects such as calls for tender, different types of agencies (large multinationals versus boutique agencies), who works at an agency and their tasks, how to calculate what a project will cost (agency fee, production expenses, etc.), and how to select the best candidate for a job.

Students are given a step-by-step guide on how to properly select and work with an advertising agency.