1. Advertising Agencies -What does an ad agency sell? _____________________________________________________________________ -Who do they sell to (target groups)? _____________________________________________________________________ -What factors would they care about when deciding which ad agency to choose? _____________________________________________________________________ Call Opening Questions: Do you offer a free consultation or an (RFP) request for proposal if asked? Do you offer examples of your work as well as well as references/testimonials? Do you specialize is specific types of businesses/industries (or are you able to work with all types of business and sizes)? If you are hired, will you conduct an in- depth interview with the key people in the company to fully understand the goals and objectives as well as the key selling points (including the unique selling proposition). Are you compensated solely by the commission you earn by the media you purchase (and does this influence the type of media you choose), and/or do you charge an hourly rate or a flat- rate? In addition to the creative forms of advertising (TV, Radio, Direct Mail, etc.) do you also offer directional advertising options (such as yellow pages and the internet)? Do your potential clients care about some of these points-if so, could we discuss in more detail? Confidential Property of Mike Centorani/Matchcraft, Inc. 2009 Notes: _________________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________

2. Advertising Agencies Needs Analysis Questions: Are there specific types of businesses/industries you specialize in? (possible headline) _________________________________________________________________________________ What % of clients do these make up? What % would you like it to be? ____________________________________________ _________________________ What other types of businesses do you work with? Would you like to work with other types? ________________________________________________________________________________________________ How many specialists do you have? What areas of expertise do each have? _____________________________________ _______________________________________ How much time does it typically take to develop an ad campaign for a new client? __________________________________________________________________________________ How many more new clients could you take on with your current workload? (capacity) __________________________________________________________________________________ I know there is probably a pretty wide range, but what is an average new client worth? (ROI) __________________________________________________________________________________ WHY is your ad agency the best choice for a new company looking for an ad agency? (subheadline) __________________________________________________________________________________ Do you offer any type of performance guarantee based on the type of ad campaign you develop? __________________________________________________________________________________ How far would you be willing to go for a new client? (other directories/reach) __________________________________________________________________________________ What other ways do you try to promote your ad agency now? (continuity of ad messages) __________________________________________________________________________________ What is the main theme of your other advertising? Do you have any copies of ads I could look at? ____________________________________________ _____________________________________ Note: Continue to ask additional follow-up questions as well as confidence and convenience factor questions