The 48 statements included in the "Expectations" sections of the questionnaire have been factor-analysed in order to establish if there is any statistically regularity that could enable us to group them in fewer headings.

The 8 headings are folowings:

1. Client Service (5 statements):

  • to have experience in my domain of activity

  • to have excellent communication with its clients

  • to understand the needs of its clients

  • to be flexible in its relation to the client

  • to have a very good client service

  • to have good presentation skills

2. Power (7 statements):

  • to be a big agency

  • to be multinationally affiliated

  • to be full service agency

  • to have important clients

  • to have strong providers

  • to be on an increasing trend

  • to be on a decreasing trend

3. Strategy, Market knowledge, Consumer knowledge (5 statements):

  • to offer very good communication strategies

  • has experience in my domain of activity

  • to have a very good understanding of the customer

  • to offer its clients extensive data about the market / product

  • to show interest in the products / services of its clients

4. BTL and BTL related (6 statements):

  • to be a very good event organizer

  • to offer excellent direct marketing services

  • to develop efficient promotions

  • to offer excellent merchandising services

  • to have acquired national coverage of its field infrastructure

  • to help me develop trade marketing programs

5. Responsiveness and Reaction speed (4 statements):

  • to cope easily with all the appearing problems

  • to meet the deadlines

  • to be proactive / to anticipate the client's needs

  • to have a high reaction speed

6. Media and Price (5 statements):

  • to have good pricing

  • to offer good media pricing

  • to offer high quality production

  • to develop very good media strategies

  • to have detailed inf. about the media (audiences / habits)

7. Internal organization (3 statements):

  • to have state of the art technology / methodology

  • to have a very good internal organization

  • to have a very good internal communication

8. Personality characteristics (12 statements):

  • to be dynamic

  • to be highly creative

  • to be aggressive

  • to be honest

  • to have good taste

  • to be superficial

  • to be realistic

  • to be intelligent

  • to be friendly

  • to be cold / to keep the distance

  • to be more on the intuitive side

  • to be more on the analytic side

 

The 48 statements discussed before have been included as well in the "Preference" section of the questionnaire, enabling every respondent to evaluate on them up to three advertising agencies.

We have scored every agency on these statements, on the 8 headings presented before (and included too a "creativity" heading as the ninth - because of its obvious importance), and have obtained continuous scores for every agency, for every heading. 

The score shows how much the respective agency is perceived by those clients who have evaluated it, as having the characteristics prescribed by that heading.

The perceptual maps presented here are the two-dimensional visualisation of these scores.

 

ATTENTION!

Please note that the perceptual maps differ from those in the last study, by the fact that the methodology has been seriously simplified. The factor analytical approach has been dropped, agency scores are computed by averaging evaluations gathered by that agency. In paranthesis one may observe the total number of evaluations averaged.