What are the factors affecting selection of advertising agency?
Selection of a suitable advertising agency in not an easy task. For instance, there are around 360 recognised advertising agencies currently operating in India. All of these may not be suitable for all products.
According to Prof. J. E. Littlefield and Prof. C.A. Kirkpatrick, “the relationship between the advertiser and the agency is one of wedding for life time. Like a selection of life partner, selection of agency should be done with much exploration and through investigation so that both will not repent at leisure. Each must know the idea, the philosophy, the beliefs and the principles of other. Each must be willing to compromise up to a point because partnership is a matter of give and take to guarantee long standing relations based on tolerance and better understanding”. Therefore, while making choice of the advertising agency the advertiser should keep certain factors into consideration.
The following are main factors which should be kept in mind while selecting an advertising agency:
- Suitability – The agency should be suitable enough to satisfy the needs of the client. It must be able to create attractive, convincing, interesting, effective and result-oriented sales message.
- Agency Infrastructure – The agency should have sound and established infrastructure to suit the advertiser.
- Previous Track Record – The agency should have successful performance record. The previous record must be of completing work of clients well in time with full satisfaction.
- Image of Agency – Another factor determining selection of agency is its image. The agency should command good public image along with good reputation in the field.
- Size and Adequacy of Staff – Another factor which must be taken into consideration while selecting an agency is the size and adequacy of the staff in it. The size of the agency should be large enough to handle the work promptly and effectively. The agency must have the team of experts in different fields such as copywriters, artists, photographers, etc.
- Rate charged – Rate charged by the agency from its client for its services also determines the choice of agency. The rate charged by the agency should be reasonable to suit the pocket of the clients.
