How_To_Select_And_Advertising_Agency

How To Select And Advertising Agency How to Select an Advertising Agency: A Structured Approach Below, I suggest a structured procedure for evaluating an advertising proposal or “pitch.” If you would like to see an example of the use of this procedure, see Armstrong (1996). To apply this procedure, use the Proposal Evaluation Sheet, available on the Advertising Principles homepage. This application relates to a bidding of the Subaru account. Ideal Selection Criteria: What the Clients Should Get I suggest an examination of 11 criteria when selecting an agency. To determine whether my list is comprehensive, I reviewed it with five experts. In all, they represent over 120 years of experience in advertising. One of these expert is currently a director of a large New York advertising agency, one had been the head of advertising research for a large consumer products company, one is the founder and head of a moderate-sized Philadelphia agency, and two are marketing professors who have worked for ad agencies. I asked them what is missing from the list and how would they weight these factors in the evaluation of an agency. Interestingly, the experts did not think anything was missing from the list. Also interesting was that they thought that each of the elements was of research, advertising, campaign, procedures, agency, important, example, agencies, whether, techniques, provide, proposal, people, one, list, idea, experts, effectively, creativity, copy, alternatives, 9%, success, product, procedure, much, might, media, market, know, judge, criteria, clients, able, testing, target