Give the things to be kept in view while selecting an advertising agency.

Ans.

Selection of an Advertising Agency

The advertising agency plays a significant role in advertising. While selecting an advertising agency, the following things should be kept in mind.

1. Suitability of the Agency: The advertiser should see whether the agency is suitable or not. He should see the location, policies, competing accounts, size etc. Following things should be considered-

(i) Agencies which are preparing advertisements for competing firm, should be avoided.

(ii) Such agency should be preferred whose office is located where the advertiser’s marketing executives execute the business.

(iii) Policies of the agency should be suitable for the advertiser.

(iv) The size of the advertising agency should also be considered.

2. Good Experience: The advertising agency should have good experience in the area of advertising. It should be able in convincing, creating interest. It should be result-oriented.

3. Able to think Independently: The advertising agency should be able to think independently on some problems.

4. Reputations: Reputation of the agency should be a reputed organization. It should be able in creating the advertising for the advertiser. Financial reputation of the agency should be taken in view. Strength and stability should also be considered.

5. Market Research: The advertising agency should be able to undertake the market research. It should be capable to use the results of research to solve the problems of advertiser.

6. Financially Sound and Good Contact : The financial positions of the agency should be sound. It should have good contacts with media houses. It should also be able to advertising campaigns at local, regional and national level.

7. Profit on the Account : The agency should make a profit on the account rather than no loss, no profit basis.

The advertising agency should follow the advertising firm in every case. It should not hesitate in correcting the advertiser.

The size of the agency should not be taken seriously.