Index

Awareness

     Top of mind

     Total unprompted recall

     Prompted recognition

Preference. Most liked ...

     Most creative agency

     Most strategic oriented agency

     Most desired agency

Usage. Used agencies

     Ags used for creative / comm. strtg.

Usage. General usage behavior

     Number of employed agencies

     Preffered way of allocating activities

Usage. Specialized agencies

     Number of specialized agencies used

     Fields of specialization

Usage. Selection of agencies

     Habits for the selection of the agency

     The basis of the call to pitch

Usage. Camp. effic. measurement

     Habit of measuring the efficiency

     Who measures the eficiency

     How is the measurement done

Usage. Payment elements

     Payment by objectives

Satisfaction

     Level of satisfaction.

     Possible ways of improving satisf.

Loyalty

     Ceasing the collab. with an agency

     Reasons for renouncing collaboration

     Intention to switch agency

     Number of ags. changed, last 3 years