Advertising Principles - Evidence-based principles

How to Select an Ad Agency: An Evidence-based Approach

How to Select an Ad Agency: An Evidence-based Approach

The new software for how to select an ad agency provides (1) simplified instructions, (2) a better description of the scale, (3) space to record the reasons for each individual’s ratings, and (4) assistance for combining ratings across up to five raters. In our tests, in addition to being easier to use, the new software leads to substantially more useful ratings as to how well an advertising Glossary Link campaign proposal adheres to evidence-based procedures, and what steps can be taken to improve the proposal. It follows an Excel format, but a paper-and-pencil version can also be used.

Jessie Du


© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved.

Contact us with any suggestions here