Advertising Agency Activities Used to Attract New Clients in Australia

MCB University Press
Publication Type:
Journal Article
Journal of Business & Industrial Marketing, 2001, 16 (2), pp. 129 - 140
Issue Date:
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Advertising agencies, as communication professionals, should use ``best practice'' activities for promoting themselves to attract new clients. Presents the results of a survey of executives from the top advertising agencies in Australia to determine the activities the agencies use to promote themselves. Overall, it was indicated that ``personal contact'' and ``positive recommendations of satisfied clients'' were perceived to be the most effective for winning new clients. Other activities perceived to be effective were: responding to requests for new business presentations, publicity on recent successful campaigns and winning industry awards.
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