Transcript Select Agency - Advertising Principles

Selecting an Ad Agency
Adapted from J. Scott Armstrong for use in lectures related to
Persuasive Advertising
Select Agency 10
Overview of the process
Objectives
Develop formal evaluation process
Two-stage selection
Objectives
Net benefits
• ROI on campaign (or similar; use stakeholder
analysis
• Contract uses common objectives (e.g., both
benefit from profit on the advertisement
investment)
Low risks
Financial
Legal & ethical (incl. treatment of stakeholders)
Develop formal evaluation process
Multi-skilled group
Domain experts in the product area
Advertising experts
Pre-specified objective rating sheets
(Delphi)
Screening
Is the agency interested?
List of prior clients & contact information?
Conflict of interests?
Can they submit a copy of a proposal or a
general outline of how they do a proposal?
Later: Would they be willing to follow your
format for a proposal?
Select agency based on processes
Do not rely on image, awards, or claimed
success. Request samples of proposals
Avoid face-to-face meetings
Multi-skilled group to evaluate
Objective rating sheets (Delphi)
Use Multiple Anonymous Authentic Dissent
Selection
Request written proposals from a few of the
advertisers.
Use independent codings of process from the
members of the selection committee.
Negotiate with top 2 or more bidders. (Face-toface OK here)
Applied to Subaru case and
demonstrate
• objectivity
• full disclosure
• reliability
• validity
Then apply to your project proposal
Proposal Rating
Rating System: 1 is poor, 10 is
excellent
1. Planning Techniques
2. Objectives
3. Target Market Research
4. Creativity Techniques
5. Persuasion Research
6. Copy Alternatives
7. Copy Testing
8. Media Alternatives
9. Media Testing
10. Capabilities of the Team
11.Taste/legal/ethical
Rater Totals
Rater
Group
Summary
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“How Should Firms Select Advertising Agencies?”
J. S. Armstrong, J. of Marketing, July 1996, 131-133
in full text
Provides an application of the “Structured guide
for evaluating an agency's proposal.”
Compare this approach with Ogilvy’s American
Bell proposal from the first week of the class.