How to select an Advertising Agency ?
Selecting the right type of advertising agency is a very difficult choice The advertiser should make a list of all possible agencies that can serve his purpose and the agency best qualified to provide the required and effective services is selected. Some advertisers may seleact more than one agency to handle separately its various product lines. Following are the factors that should be considered while selecting an advertising agency:
1. Services Offered: The very important consideration in the choice of the advertising agency is the requirements of the advertiser as to the services in respect of advertising and non-advertising. If the agency is well equipped to meet the requirements of the advertiser, then sue agency can be selected. Some agencies may provide only a few services, others package of services.
2. Location: The location of the advertising agency is of prime importance; preferably the office of the agency should be located within the same city where the head office of the client is located. Quite often the client has to consult and communicate on various advertising problems and this can be done quickly and economically, if the office of the agency is within easy reach of the advertiser.
3. Compensation: Now-a-days agencies charge for entire services. There is hardly anything free. The advertiser has to pay for the copy writing, art work and other services. The rates of various agencies are not standard and they differ from agency to agency. The advertiser must check on the rates before finalizing the choice of the agency. However, it does not mean that the advertiser will select an agency whose charges are less, other factors often come into picture such as experience and quality of services offered.
4.  Personnel: The creative personnel of the agency such as the copy writers, art directors and others must be looked into before contracting the agency. The success of the advertiser’s campaign largely depends on the services of the creative department.
5. Size of the Agency: The size of the advertising agency must be considered. The larger the size, the more it is preferred, however, at times, small is beautiful because a small-agency may give more attention to its client’s work, in such cases; the small agency can be considered.
6. Records and Reputation: The past record and reputation of the  advertising agency in the field of advertising must be studied. The agency-client relationship, the client turnover, the success of other clients’ campaigns, the implementation of the schedule, the follow up and such other factors must be looked into.
7. Other Accounts: The advertiser should also find out the other accounts that are handled by the agency. In no case, the advertiser must select that agency which handles competitor’s advertising, because there will always be suspicion of getting poor facilities and second hand treatment and it will be wise to discard the choice of such agency.
8. Media Connections: Some agencies do have better contacts with  various media ‘owners, such as the newspaper and magazine publishers, Doordarshan, Radio, etc. For instance, in a MARG survey many firms perceive that Mudra has better connections with Doordarshan than other agencies. Such agencies may be able to influence upon the media owners and can book prime time and space for their clients. Other agencies may lack far behind in such connections. Therefore, the agency with better media connection be selected.
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Tags: Advertiser, Art Work, Client, Compensation, Competitors, Copywriting, Doordarshan, Experience, How to select an Advertising Agency ?, Location, Magazine, MARC, Media Connection, Mudra, Office, Personnel, Publisher, Quality, Radio, Records and Reputation, Relationship, Services, Size, Turnover
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