Co-ordination of advertising agency

Advertising efforts represent only one spoke in the wheel of the marketing mix. It is one of the four Ps of marketing mix namely, product, price, place and promotion. That is why, advertising coordination implies establishing unity of thought, purpose and action between the advertising efforts and those of others having bearing on his efforts.

It is building of internal and external relations to his department and vertical and horizontal within the organisational set-up.

Advertising agency brings a good coordination between the advertiser, itself, media and distributors. This is a very important function. If coordination is proper, it will increase the sales of the product.