Selection of an Advertising Agency

SELECTION OF AN AD AGENCY

An advertising agency may be a full-service agency or part-service agency. Each has a different outlook and advertising activities. The selection of advertising agencies depends on whether one wants a full-service agency or a part-time agency. The selection is also made on the basis of compatibility of the agency team, agency stability, services, credibility and the agency’s problem solving approach.

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  Full service agency or part- time agency
  The full-service agency is involved completely in the advertising functions. It has a large number of expert employees. The organization is typically useful for performing advertising agencies. It looks upon customers as key clients. It communicates with the prospective purchasers. The distinguishing characteristics of the various agencies lie in the creative skills of the personnel of each organization and in the philosophy of advertising. Larger agencies offer better services.
  
  The part-time agency offers service on free of cost or project basis. These agencies perform various outside activities and co-ordinate the activities of the advertiser and media men. Clients have greater control over advertising campaigns. Advertiser’s research agencies generally perform job of part-agencies. The selection of a particular agency depends on its size, its services, knowledge and growth
  




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  Compatibility
  the selection of an advertising agency depends on the compatibility of the agency. The needs of the company determine the fitness of the agency. The advertiser visits several agencies and chooses the best agency on the basis of its merits, demerits, accreditation, its methods of handling the accounts and using the available opportunities.
  




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  Agency Team
  This includes management specialists, market researchers, copywriters, media experts, production managers and art directors. The attitude, thinking, experience and personalities of the team members have positive effects on the selection process.
  

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  Agency Stability
  An agency, which has been long in existence generally, performs efficiently and effectively. The greater the investment in the agency, the more vital the contribution of the agency to the advertising activities. The personnel, finance, management and credit are examined before selecting a suitable advertising agency.
  




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  Services
  The services rendered by the agency are evaluated with a view to choosing the best advertising agency. Cost accounting, general agreements, project estimates, selling attitudes and other services performed by the advertising agencies are considered to evaluate their efficiency and credibility in performing advertising jobs. The greater the range of an agency’s services, the more fully it can serve the clients’ needs. The agency can serve the clients by its potential capacity for advertising, sales promotion, media placement, public relations, market research, sales training and distribution channels.
  




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  Creativity
  Creativity is the main element in advertising. If the advertising agency is capable of great creative efforts, it is selected for the purpose. Style, clarity, impact, memorability and action- these are taken into account while evaluating creativity.
  




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  Problem-solving approach
  The agency which has a problem solving approach is considered to be superior and useful. The importance of choosing the right agency cannot be ignored. Caliber, compatibility, balanced services, responsiveness, talent an equitable compensation-these are important factors in selecting an advertising agency.