factors influencing choice of advertising agency

The Advertiser looks for an advertising agency whose services and expertise meets his requirements. Following factors should be considered while selecting an advertising agency:-

Services offered by Ad-agency - There are different agencies provides different services, some provides all the services, some provide selected services, some provides only media services. It depends on the requirement of advertiser whether he need a fulls service agency, creative boutique, media buying service agency, or a sweet shop.

Experience of Agency - An experienced agency performs better then a new agency  because it is familiar with different components of marketing environment like- competitors' policies, taste of consumer, income of consumer, consumer responses, fashions and trends, reputation of different media etc.

Location - A major factor to be considered while selecting ad-agency is location of office of agency. A considerable amount of communication is required at different level of ad planning, creation and execution. So, a local or near by ad-agency should be preferred which is easily accessible.

Size of Agency - There are both large size agencies and small size agencies, both have their ownadvantages and disadvantages. Large agencies serves big clients, provides wide variety of services, and charges higher but, cannot give personal attention because of having large number of clients, also cannot give much attention to small clients because of having large number of big clients.

Competitors' Agency - Agency which is working for competitors must be avoided otherwise agency will not  prepare ads which help the advertiser to take an edge over competition.

Image of Agency - While selecting ad-agency the advertiser should enquire the image, integrity, ethical standards, and relations of agency with its clients.

Creativity and other skills - Ad-agency must be creative enough to generate new ideas to gain the attention of target audience. Creative people are a little crazy, non- conformists. Creativity does  not  follow any logical pattern. Creative people are like naughty children. The secret of creativity is simplicity.

Rates Charged by Agency - The rates of agency must suit the pocket of client. Advertiser should select agency whose rates are reasonable and within the ad-budget.

Financial Strength of Agency - A financially strong ad-agency have better turnover and better contacts with media owner, and afford better infrastructure, well-equipped-ad labs, and quality staff.

Past Records of Agency - It is necessary to know who were the past clients of agency, how long were they with agency, why they left the agency, brand image of products of clients, etc.

Media Contacts possessed by the Agency:
With the help of adequate media contacts, the agency will be able to accommodate the desired place, date and time required for the promotion of your business. Agencies that closely work with most communication channels such as radio channels, TV channels, publishers, printers and so on are the ones to consider.

Endorsement of the Agency:
Agencies that are endorsed by television, radio and newspapers are the ones that are the most recognisable and this credit is eventually passed on to the clients. These agencies have a specific code of conduct to follow and an image to portray, which makes them the most reliable in the industry.

Agency Ranking:

An agency that works hard to provide results and easy to approach, is the one to consult. Which is why, it is important to research the current market standing held by the agency. Agencies with a higher ranking are more reliable and provide better returns on investment.

 Their ability  and  presentation  may  make  you  opt  for  them.  Premier Auto  (the company that makes Fiat cars) was shopping around for an agency to launch its 118 NE. It invited presentations from various agencies and then shifted its account  from  its  old agency Sistas to Ulka. More and more clients  prefer to invite   presentations   for   campaigns   of   new   products   and   then   award   the campaign to the agency who they think has made the best presentations.