Abstract:
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.
