How To Evaluate An Advertising Agency?

Evaluation Advertising Agency:

The process of agency evaluation involves regular assessment of two aspects of performance area- i) Financial & ii) qualitative.

• Financial Assessment:

It focuses on how the agency conducts its business to verify costs and expense, the number of personnel hour charged to an account and what payment are made to media & other outside service suppliers.

• Qualitative Assessment:

It explores the agency’s efforts devoted in planning, developing & implementing the client company’s advertising campaign & an assessment of the achievements.

Depending on the importance of advertising in a company’s marketing programme, both informal & formal methods of assessment are used by different companies. Some companies develop a formal & systematic evaluation method that uses a ranking scale for creative & media service such as poor-average-excellent on a scale from 1 to 10. Brand or promotion managers complete the advertising agency performance evaluation, usually once a year. There reports are reviewed with the agency at each annual meeting.