Selecting the right advertising agency is a challenging process. Chapter 5 describes important issues to consider when making the choice. The marketplace of agencies is as cluttered as advertising itself.


Discussion Questions:

  1. Watch the Agency Promo video. What type of company does this promotion target? Is it effective?
  2. Review the 5 criteria suggested by Forbes magazine regarding agency selection. Do the 5 items apply equally well to companies of all sizes? Explain your answer.
  3. Watch the Facebook ad agency video. Are there differences in choosing an agency for digital media versus traditional media? If so, what are the differences?
  4. Watch the Agency Selection Tool video. How might it help a small business choose an agency?
  5. Explain how the environment for ad agency selection might be different now that 15 or 20 years ago. How might it continue to evolve in the future?

About Dr. Donald Baack

Co-author of textbook.

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