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INTRODUCTION DECISION TO MAKE A NEW AGENCY ASSIGNMENT
PREPARING THE LIST OF AGENCIES TO BE CONSIDERED
NARROWING THE CHOICE
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A.N.A. member adver advertiser-agency advertiser's advertising ___ Advertising Age Advertising Agency advertising effectiveness advertising manager agen Agency Evaluator agency performance Agency philosophy agency search agency selection agency service agency-client agency's agreement Allen & Hamilton appraisal basic capabilities changing agencies client commission Company shall pay Company's competitive considered consumer copy copy testing costs creative criteria decision define direct mail discuss Evaluation Points Examples executives Exhibit Exhibit Exhibit experience Gross Billings handled Hunt-Wesson HUNT—WESSON FOODS incumbent agency involved keting key marketing areas kind of agency market research material meet ment needs objective out-of-pocket costs packaged philosophy planning portunity Prentice present agency problems profes profit prospective agencies questions responsibility risks Sales Promotion screening questionnaire Selecting an Advertising selecting an agency selection team snow job specific speculative presentations talent termination tion tive top management vertising Vice President