Abstract
This paper proposes a framework for advertising agencies to use in an examination of their business. The Advertising Agency Audit was developed to provide (a) a framework for comprehensive analysis of an agency's strengths and weaknesses, and (b) a diagnostic tool for evaluation an agency's effectiveness. The audit consists of a series of questions which become the focus of an independent analysis conducted by a designated auditor. A written assessment of the agency and plan for improvement is the result of a completed audit. The Advertising Agency Audit is offered as an application of a useful marketing evaluation and control mechanism for advertising agencies.
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© 2015 Academy of Marketing Science
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Frontczak, N.T., Hartley, S.W. (2015). The Advertising Agency Audit. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_65
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DOI: https://doi.org/10.1007/978-3-319-17049-7_65
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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