| This Review is Reprinted With Permission From the (2007) | |||||||||||||
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| (how should firms advertise), not descriptive (how they advertise). Rothenberg's account implies that the industry is out of touch with its clients' needs. The major problem is that some agencies view advertising as art, whereas their clients view it as a way of selling products. It is not clear these views are even related. Indeed, according to Polonsky and Waller (1995), it is not even clear that award-winning advertisements increase an agency's billings. Selecting a New Agency Typically, large accounts are decided by screening a large set of agencies down to a manageable set, conducting initial interviews to further narrow the field, and inviting formal proposals from few finalists. The process of selecting a new advertising agency at Subaru began in April 1991 with a scan list of 150 large agencies (out of the 5000 agencies in the Red Book). Some of these 150 were immediately eliminated because they already had car accounts or because | |||||||||||||
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