SELECTING AN ADVERTISING AGENCY REQUIRES NOT ONLY A KNOWLEDGE OF THE STRUCTURE AND POLICIES OF THE INTERNATIONAL ADVERTISING AGENCY BUSINESS BUT ALSO CAREFUL ASSESSMENT OF ADVERTISER'S SPECIFIC NEEDS FOR SERVICE.
THE PROCESS OF SELECTING AN AGENCY TO PROVIDE INTERNATIONAL SERVICE IS ESSENTIALLY THE SAME AS THE PROCESS OF SELECTING ONE TO PROVIDE DOMESTIC SERVICE. HOWEVER, THE RELATIVE IMPORTANCE OF CERTAIN CONSIDERATIONS IS DIFFERENT. FAR GREATER ATTENTION MUST BE GIVEN TO THE AGENCY'S ORGANIZATIONAL STRUCTURE, LOCATION OF OFFICES, AND RELATIONSHIPS WITH OTHER AGENCIES OR SUPPLIERS IN THE REGIONS WHERE SERVICES WILL BE REQUIRED.
ADVERTISERS WHO DO PREFER THE SAME AGENCY THROUGHOUT THE WORLD GIVE THE FOLLOWING REASONS:
1, THE AGENCY CAN COORDINATE THE PLANNING AND PREPRATION OF ADVERTISING
2. THE AGENCY CAN TRANSFER CREATIVE MATERIALS FROM ONE LOCATION TO OTHR
3. SMALL ACCOUNTS IN SOME COUNTRIES RECEIVE SERVICES THAT, ON AN INDIVIDUAL BASIS, MIGHT NOT BE PROFITABLE FOR ANOTHER AGENCY
4. THE AGENCY CAN FURNISH PERIODIC REPORTS ON THE SERVICES IT HAS PERFORMED FOR SUBSIDIARIES.
THE PROCESS OF SELECTING AN AGENCY TO PROVIDE INTERNATIONAL SERVICE IS ESSENTIALLY THE SAME AS THE PROCESS OF SELECTING ONE TO PROVIDE DOMESTIC SERVICE. HOWEVER, THE RELATIVE IMPORTANCE OF CERTAIN CONSIDERATIONS IS DIFFERENT. FAR GREATER ATTENTION MUST BE GIVEN TO THE AGENCY'S ORGANIZATIONAL STRUCTURE, LOCATION OF OFFICES, AND RELATIONSHIPS WITH OTHER AGENCIES OR SUPPLIERS IN THE REGIONS WHERE SERVICES WILL BE REQUIRED.
ADVERTISERS WHO DO PREFER THE SAME AGENCY THROUGHOUT THE WORLD GIVE THE FOLLOWING REASONS:
1, THE AGENCY CAN COORDINATE THE PLANNING AND PREPRATION OF ADVERTISING
2. THE AGENCY CAN TRANSFER CREATIVE MATERIALS FROM ONE LOCATION TO OTHR
3. SMALL ACCOUNTS IN SOME COUNTRIES RECEIVE SERVICES THAT, ON AN INDIVIDUAL BASIS, MIGHT NOT BE PROFITABLE FOR ANOTHER AGENCY
4. THE AGENCY CAN FURNISH PERIODIC REPORTS ON THE SERVICES IT HAS PERFORMED FOR SUBSIDIARIES.
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