Selecting an Advertising Agency: Factors to Consider ... Steps to Take |
Common terms and phrases
A.N.A. member adver advertiser-agency advertiser's Advertising Age Advertising Agency advertising effectiveness advertising manager agen agency evaluation agency performance Agency philosophy agency search agency selection agency service 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 experience Gross Billings handled HUNT-WESSON FOODS incumbent agency involved keting key marketing areas kind of agency lems market research material meet ment National Advertisers 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 Vice President-Marketing