- 20 Marks
MFS – APR 2024 – L4 – Q6 – Criteria for Selecting Advertising Agency in Banking
As a Marketing Consultant, write a report explaining six criteria to guide the selection of the right Advertising Agency for the bank.
Question
Selection of the right media and sending right messages are the means by which Advertising objectives are achieved. It involves the need for expertise which is normally provided by Advertising Agencies. In your role of a Marketing Consultant of a bank, the Head of Marketing and Corporate Affairs of the Bank has asked you to write a report explaining six (6) criteria that will guide them in the selection of a right Advertising Agency.
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