The contractual arrangements and guidance detailed in Section 1 below apply to recruitment advertising. The Personnel Department also has specific, dedicated regulations and procedures for recruitment advertising - details of which can be found on the Human Resources Website.
Non-recruitment advertising, creation and placement is also covered by these contractual arrangements, however, separate guidance applies (see Section 2 below). Advertising requirements should be discussed and agreed with the contractor in advance of any project or advertising placement/campaign.
Please contact Marketing and Creative Services for advice with the process on 028 9097 2586 or e-mail Carrie Hall firstname.lastname@example.org
Section 1: Recruitment Advertising (links)
- Advertising Costs
- Additional Costs
- VAT on Advertising
- Use of Corporate Identity
- Advertising Formats
- Recruitment Advertising Copy Deadlines
- Initiating the Advertising Process
- Quotations and Proofs
- Use of Purchase Orders/Purchasing Card
- Post Publication
- Directories, Yearbooks, Guides, etc
Section 2: Non-Recruitment Advertising (links)
There would appear to be a misconception amongst University staff that using an agent means that an additional cost is charged to place ads. This is not, in fact, the case. Indeed, it is quite the opposite as, on the basis of the commission it receives from the volume of recruitment advertising it places with press publications, ASG is able to return a rebate to the University which means that its advertising costs less. This rebate effectively means that the University receives a 9% rebate on the advertising it places in all publications which offer an agency commission. This includes titles such as the Belfast Telegraph, Newsletter, Irish News, Irish Times, The Guardian, The Times and many specialist publications.
So, for example, if placing a recruitment ad directly with the Belfast Telegraph costs £1000, ASG will place that ad for £910.
Placing advertisements in some specialist journals or trade magazines may not attract the same levels of agency commission. However, using ASG to advertise in these publications will cost no more than placing an ad directly with the publication. Hence, as ASG is providing its services free of charge, the firm should be used at all times for placing recruitment advertisements. This also ensures compliance with the University's corporate identity guidelines (see 'Use of Corporate Identity' below).
The following recruitment advertising services are provided by ASG at the costs detailed:
|Service||Price Per Hour|
|Design of all conventional advertising||Free of Charge|
|Finished art production for the above||Free of Charge|
|Media Strategy and Planning||Free of Charge|
|Project management for the above||Free of Charge|
|Electronic distribution of copy to press||Free of Charge|
VAT on Advertising
Advertisements placed by the University are not subject to VAT, hence, all invoices will show VAT at 0%.
Use of Corporate Identity
The University has strict regulations on the use of its corporate identity with specific rules for the appearance of the logo in both mono and full colour advertisements. In certain circumstances, the content of the ad is such that the use of colour is more appropriate. If this is the case, then originators should be aware of the likely increase in costs due to the requirement for special processes which enhance the reproduction of the University's corporate colours.
ASG can advise on the correct use of our corporate identity.
Advertising may be placed in any format from basic semi-display (in some publications) through to full colour/full page format. As detailed above, the larger and more detailed the ad, the higher the associated media costs. ASG can advise on the most appropriate way in which to maximise the impact of an advertisement within the budget available.
|Publication [Day of Insertion]||Publication Copy Deadline||ASG Copy Deadline|
|Belfast Telegraph||Tuesday edition - Fri 4pm
Friday edition - Wed 4pm
|Tuesday edition - Thurs 10 am
Friday edition - Tues 10am
|Irish News||Thursday edition - Tues 4pm||at least two working days earlier|
|Newsletter/Belfast News||Thursday edition - Tues 5pm||at least two working days earlier|
|Derry Journal||Friday edition - Wed 5pm||at least two working days earlier|
|Londonderry Sentinel||Wednesday edition - Mon 12 noon||at least two working days earlier|
Initiating the Advertising Process
Giving consideration to the copy deadlines detailed above, ample time should be allowed for ASG to set up, price and proof the draft advertisement. Full details of the requirements should be e-mailed to ASG including the following:
- the text of the advertisement (which should be sent as an attachment and which should, at all times, be as accurate as possible)
- details of the publication(s) in which the advertisement(s) is to appear
- the section/heading (where appropriate) under which the advertisement(s) is to appear
- the date(s) on which the advertisement(s) is to appear
- the format of the advertisement
- any special instructions relating to the advertisement(s)
In most cases, the draft advertisement will be e-mailed to the originator within 1 working day.
Quotations and Proofs
The draft advertisement will detail the publication name, date of insertion and cost (discounted) together with the job number for the campaign/ad. If amendments are required, these should be clearly marked and the document e-mailed/faxed to ASG. The job will be re-proofed to the originator and so on until the final version is received which should be signed as approved and returned by fax to ASG.
Whilst the position of advertisements cannot be guaranteed - particularly in respect of the larger publications - where possible, ASG will endeavour to meet the originator's requirements in terms of where in the publication the advertisement appears.
Use of Purchase Orders/Purchasing Card
ASG must have an official order once the proof(s) has been accepted and the decision to proceed with the advertisement has been made. The order should therefore be raised by the originating unit and processed in the normal way. It is imperative that ASG is given full and accurate invoicing details (including telephone, fax, department's address and contact name).
The order form should include a brief description of the advertisement, its cost, the publication(s) in which it is to appear and on which dates. Several advertisements may be aggregated on a single order for convenience.
Alternatively, ASG can accept payment by Purchasing Card. The originator should ask his/her unit's cardholder (or nominee) to advise the card details to ASG by phone after confirming the requirements for the advertisement with ASG.
If the advertisement is not being paid for by Purchasing Card, and the originating unit neglects to provide ASG with an official order, ASG will contact the Procurement team who will take the necessary action. In such instances, failure to raise an official order will be recorded as a contravention of the University's procurement regulations.
Every advertisement should be checked in the publication(s) in which it appears. In the rare event of anything having gone wrong, the originator should contact ASG who will make every effort to rectify the situation.
In the event of any difficulties having occured with the publication of a colour advertisement, depending upon the severity, ASG may seek compensation from the publication either in the form of a refund or, where possible/appropriate, a repeat advertisement.
All invoices will show the cost of the advertisement (based on the publication's rack rate) less the commission rebate of 9%. Should any additional costs have been incurred (such as transmission charges), these will be shown separately. In the event that there is an unexplained discrepancy between the quotation for the advertisement and the actual cost, this should be taken up with ASG.
In respect of payments by Purchasing Card, less detail will be provided on the Card statement, hence, the originator should provide the cardholder/nominee with a copy of ASG's quotation, for reconciliation purposes. If there is an issue with any charge applied to the card, ASG will credit that charge until the issue is resolved.
Directories, Yearbooks, Guides, etc
Recent years have seen a proliferation of directories whose effectiveness and methods are often open to question. Many of these directories use high-pressure sales techniques and it is all too easy for members of staff to find that they have committed themselves to expensive advertising which they may later regret. Staff should therefore be vigilant and should look out also for firms which may send an invoice for an advertisement which has not actually been placed.
In the event of any approaches by telephone, e-mail or snail mail from such publications, contact ASG or the Procurement Office.
Section 2: Non-Recruitment Advertising
Selecting the right medium (or the correct blend of media) is essential in determining the most effective advertising. The following variables need to be considered:-
- target audience - age, class, etc
- available budget - if sufficient funds aren't available, a media strategy can be devised to deliver optimum impact based on the available resource
- the reason for the advert or campaign
After these variables have been determined, ASG should be provided with a brief which focuses on all the key variables mentioned above. They will then advise on the most appropriate media and creative solutions (where applicable). To assist the creative process, consideration needs to be given carefully to:-
- nature of message
- required action from / response to advertising
- other competitive activity
- other relevant influencing factors
For specific advertising in press/specialist publications, it is important that the right publications are selected to ensure a proper campaign response and avoid unwanted and wasted expenditure. Some key variables would be:-
- who does the publication target and is it appropriate for the campaign?
- what pages/sections would be most suitable for the campaign?
- what is the circulation ('paid for' copies) of the publication? (be aware that some publications may rely on their own statements for their circulation which are difficult to scrutinise and authenticate)
- for Northern Ireland press planning, certain consideration must be given to proper coverage of both sides of the community (this is especially relevant in the local press)
- what format should the advertisement appear in and are the premiums worth it? Often, when targeting certain sectors, there are frequently two or three titles being circulated to the same core people. In these instances, it is worthwhile asking ASG which is the most appropriate.
- what other media might be appropriate within the budget - eg television, cinema, radio, outdoor, web, etc.
When utilising web-based platforms, a similar list of criteria to the above should be scrutinised to ensure that the appropriate websites have been selected.
1. agree objectives
2. define target/audiences
3. determine available budget
4. complete marketing and creative services brief (also available from Carrie Hall extn 2586) and send to ASG
5. ASG will explore the brief and revert with:-
suggested creative solution (if required)
breakdown of budget including media, production and project management
6. refine proposal
7. agree costs
9. monitor and review
For all ads formatted in agreed templates, there would be no studio production charges incurred (similar to recruitment advertising).
Agency Charge Out Rates
Agency charges would only take effect when the requirements move into full campaign briefs or larger one-off excerises.
|Account Director||£70 per hour|
|Account Manager||£60 per hour|
|Creative Director||£80 per hour|
|Art Director||£60 per hour|
|Finished Artist||£50 per hour|
Online Admin Fees
Online admin fees have been recently introduced due to the level of work involved in the planning and posting of courses/job vacancies online. The fee is £30 per posting, which covers the following:
- studio time setting up proof and associated costs for client approval
- client amends
- account executive formatting
- uploading copy onto website
Feedback on this Contract
The Procurement Office is keen to receive feedback (positive and negative) from users of this contract. Should you have any queries, suggestions or comments, please e-mail these to us by completing our feedback form, ensuring that you include 'advertising' in the message title.