Advertising Principles - Evidence-based principles

Software revision for “How to Select an Advertising Agency”

Improvements were made on the software for " How to Select an Advertising Agency”: (1) One-click access to descriptions for each criterion; (2) The software assists in summarizing ratings, (3) Default weights are provided for each criterion, but users can use equal weights or otherwise vary weights, (4) an Internet Excel sheet is used so it is more widely available (can also be used on tablets) and does not require user to have an Excel program. Please offer suggestions for this Beta version.

Rui (Jessie) Du and Scott Armstrong


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