William M. Weilbacher - Choosing & Working With Your Advertising Agency
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NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page ii
This edition first published in 1991 by NTC Business Books, a division of NTC Publishing Group, 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. 1991, 1983 by William M. Weilbacher. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America. Library of Congress Catalog Card Number 90-060619 0 1 2 3 4 5 6 7 8 9 BC 9 8 7 6 5 4 3 2 1
Page iii
CONTENTS
Foreword by Louis Hagopian
ix
Introduction
xi
Part 1 When to Find an Agency
Chapter 1 Do You Really Need an Advertising Agency?
2
What Does an Advertising Agency Do?
3
Other Sources of Advertising Services
8
Advertising Accounts That Advertising Agencies Don't Want
10
Chapter 2 Should You Change Your Advertising Agency?
13
Sources of Advertiser Dissatisfaction That Necessitate Agency Change
13
Agency Problems That May Be Resolved
17
Caution in Changing Agencies
27
Part 2 The Advertising Agency Search
Chapter 3 Beginning to Look for an Advertising Agency
30
Identifying the Agency Search Group
41
The Advertising Account Profile
43
The Minimum Criteria for Candidate Agencies
46
The Account Solicitation Fact Sheet
53
Chapter 4 The Long List of Advertising Agencies
55
Developing Positive Criteria for Agency Selection
55
Identifying Potential Candidates
60
Finalizing the Long List
64
Page iv
Chapter 5 Making Contact with Prospective Advertising Agencies: The Agency Questionnaire
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