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.
Resources:
Discussion Questions:
- Watch the Agency Promo video. What type of company does this promotion target? Is it effective?
- 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.
- 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?
- Watch the Agency Selection Tool video. How might it help a small business choose an agency?
- 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?
Clow/Baack 