Perspective of marketing executive

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Reference no: EM133653187

To begin your analysis, read the article, Selecting an Advertising Agency: A multi-criteria decision-making approach. (Faisal, M.N., & Khan, B.M., 2008) Vision, 12(4),13-22.

1. From the perspective of a marketing executive, describe the process needed to evaluate various advertising agencies bidding for your business.

2. What other factors should be considered in this process that the author failed to account for?

3. The author provides different weights for each factor based on expert evaluations. Explain whether you agree or disagree with the importance of these weights. How would you modify them?

4. How practical is it to apply the structured process suggested by the author? Would it differ for international versus domestic agencies.

Reference no: EM133653187

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