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Money Spent: • Where will your account rank in the agency? Near the top or near the bottom? Both extremes are bad; try to be a middle account in terms of dollars spent.
• Precisely what services will you get for the money spent? Put things like this in writing to prevent misunderstandings.
• Do you feel comfortable with the principles of the agency? This is a hard quality to define, but you will recognize it after talking with the people for a little while. Do you trust them to understand your business and to do a good job?
• Where will your account rank in the agency? Near the top or near the bottom? Both extremes are bad; try to be a middle account in terms of dollars spent.
• Precisely what services will you get for the money spent? Put things like this in writing to prevent misunderstandings.
• Do you feel comfortable with the principles of the agency? This is a hard quality to define, but you will recognize it after talking with the people for a little while. Do you trust them to understand your business and to do a good job?
• Finally, check into the financial stability of the agency. The agency places the orders and pays media bills, If they should go under, it is possible you may wind up paying twice for the same space. Your bank can help you here.
GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad money drives out good." The law stems from the fact that money has a value both as money and as a commodity in the open market. The former value is set arbitrarily by law and is relatively fixed; the latter is determined by supply and demand and varies from time to time, "Good money" has a higher value as a commodity than as money and will disappear from circulation. |
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