1.) Location
2.) Size
3.) Agency working for Competitors
4.) Image of Agency
5.) Services offered by Agency
6.) Rates Charged
7.) Financial Sounds
8.) Agency Experience
1.) Location
The advertiser will prefer that they get the best agency at the near location. Companies have to make meetings at some interval. If the agency is far from the company, then the company have to bear extra expense plus it will create a communication barrier. Companies can make good relations if they choose the nearly located agency.
2.) Size
Both large and small-sized agencies have their merit and demerit. Like large-sized agencies provide a wide range of services with experienced staff, but these agencies are costly and give less personal attention to all clients. In the case of small size agency, they cost less and provide personal attention because of less no. of clients but, they have failed to provide services like the large-sized agency.
3.) Agency working for Competitors
Advertisers should not choose an agency that is working for their competitors. For an advertising agency, both companies are clients to the agency. Agency will not prepare ads that can go against advertiser competitors because that company is also a client of the agency so, it can create conflict between agency and company.
4.) Image of Agency
Image of the company matter a lot. Advertising is like the face of the company, which represents the company brand image and products. Before selecting an agency, the advertiser should check its image, integrity, relation with the client, etc. It can be done, through the agency's past and present work, its clients, its employee, etc.
5.) Services offered by Agency
In recent times the agency provides a wide range of services which reduce the company's work. It includes Planning, market research, preparation of ads, execution of ads, selection of right media with reasonable price, follow up, public relation, etc. If the agency does not serve the services that the company required, then it should not be selected by the company.
6.) Rates Charged
The price of the services rendered by the agency should be reasonable. The advertiser should compare the rate charged by the agency and then compare it with the benefits excepted by the company. Rates also vary from agency to agency as per their services and brand images that also affect selection decisions.
7.) Financial Sounds
The agency with financial sound can work effectively. The agency with financial sound can go with good types of equipment, hire expert professionals, can afford better infrastructure, etc. They also have a good relationship with the media owner that benefits the client to get media at an affordable price.
8.) Agency Experience
Commonly, an experienced person can do better than a layman or inexperienced. In the same case, an experienced agency can work better than a new or less no. of experience agency. Experience agency is familiar with the political environment, competitor policy, taste of consumer, fashion, and trend, selection of best design, planning, preparation, execution, etc.
It is difficult to find all these key points in one advertising agency. So, firstly the advertiser has to plan that what are its requirements or the benefits he wants for his advertising then, he should select the advertising agency.
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