1. Selecting an Ad Agency
Adapted from J. Scott Armstrong for use in lectures related to Persuasive Advertising
Select Agency 13
February 22, 2015-R

2. Traditional “Pitch” or Advertising Proposal
To get started, do the Bell Communications exercise. As you watch this video, list the procedures that see useful and also those that could be improved.
Full Video Link

3. Overview of the process
Develop objectives for the campaign
Develop formal evaluation process
Use the two-stage selection
Adprin.com

4. Set Objectives Net benefits
• ROI on campaign (or similar) with explicit attention paid to objectives of stakeholders.
• Propose a contract with common objectives (e.g., both parties benefit from profits on the advertisement)
For details on setting objectives, see Persuasive Advertising, pp
Low risks
• Financial
• Legal & ethical (incl. treatment of stakeholders)
Adprin.com

5. Applications
Set a goal on how many techniques you can apply to your project. Assume that you were making a proposal to a client to convince them that this is a worthwhile proposal.

6. Develop formal evaluation process
Use a multi-skilled group
Domain experts in the product area
Advertising experts
Legal experts
Pre-specified rating sheets
Adprin.com

7. 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?
Adprin.com

8. Select agency based on processes
(Do not use image, awards, or claimed success.)
Request samples of proposals
Avoid face-to-face meetings until you decide which agencies would be acceptable.
Use multi-skilled group to evaluate the proposal
Independently complete criteria rating sheets (Delphi)
Use Multiple Anonymous Authentic Dissent
Adprin.com

9. Selection of an agency
Request written proposals from a few of the advertisers.
Use independent ratings of process from the members of the selection committee.
Negotiate with top two or more bidders. (Face-to-face meetings OK here)
Adprin.com

10. Checklist for Proposals
Examine the proposals to check for:
• objectivity
• full disclosure
• reliability
• validity
Use the checklist on the next slide to analyze the Subaru case from the article “Seducing these men”
Better, use the Excel version of this checklist.
It is up to the agency to prove that they covered each point. If not, then give your lowest rating.
Adprin.com

11. Your Group Rating Summary
Proposal Rating
Rating System: 1 is poor, 10 is excellent. Agency must convince you. If no information give lowest rating.
Your Group
Rating Summary
Planning Techniques
Objectives
Target Market Research
Creativity Techniques
Persuasion Research
Copy Alternatives
Copy Testing
Media Alternatives _____
Media Testing
Capabilities of the Team ___ _____
11.Taste/legal/ethical
Rater Percentages on average
Adprin.com

12. Now compare this approach with theAmerican Bell proposal.
“How Should Firms Select Advertising Agencies?” J. S. Armstrong, J. of Marketing, July 1996, in full text
Provides an application of the “Structured guide for evaluating an agency's proposal.”
Now compare this approach with theAmerican Bell proposal.
Adprin.com

13. Application of the Checklist
1. Obtain at least three, but preferably five independent ratings of an advertising proposal for your project Given that you will be using novice judges, you will have to use the the Excel version of this checklist. 2. Use the results of this “audit” to improve the proposal for your project.