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Index

Usage

General usage behavior

Specialized agencies

Selection of agencies

Campaign efficiency measurement

Miscellaneous other elements

Miscellaneous

1. the most important way to asses an advertising agency is through the campaigns that it conducted in the past

2. changing the advertising agency induces so much trouble that I will do it only if I would be extremely unhappy with their work

3. agencies often focus too much on creation while loosing focus on the client’s objectives

4. an aggressive or shocking manner of making advertising induces more damage than benefits for the client

5. small agencies are generally more client oriented and more flexible in terms of cooperation than big agencies

6. generally I place more trust into an agency that is dynamically self-promoting then into an agency that does not advertise for itself

7. the significantly increased coherence offered by the advertising campaigns conducted by full service agencies is justified by the higher prices that have to be paid

8. usually big agencies are more flexible than the smaller ones

9. specialized agencies are generally offering better services than full service agencies

10. generally the internationally affiliated agencies are less adapted to the Romanian market

11. the creativity of an agency is more important than its media power

12. bigger agencies offer me more trust and security than the smaller agencies

13. agencies generally tend to assess correctly the brand position within the market and propose directions and messages that are correct from a strategic point of view in respect with the client’s needs

14. agencies use specific criteria of assessing the match between a creative concept and a specific brand (product) problem

15. an agency specialized in BTL is more efficient than a full service agency in terms of conducting BTL campaigns