A study of the decision processes in the selection of an advertising agency

Date of publication: June 15, 1971

Abstract:

Lintas London has collaborated with MIL Research in a study among leading British advertisers as a guide to the Advertising Agency on how best to promote itself and gain new clients. The two main areas of research were: - Decision processes in the selection of an agency; - Images of a number of leading agencies. The first stage in the decision process is almost invariably to draw up a short list of agencies for investigation. It is rare for a client to negotiate with one agency alone. On the other hand the short list is generally confined to agencies already known to the client. Little effort is made to seek out unknown agencies. The overall purpose of the study was to give Lintas guidance in how best to promote itself and gain new clients.

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