Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 6

You have been asked to select an advertising agency to handle an account for Red Lobster, a national restaurant chain. Your advertising budget is $30 million. Study the Web sites of the following advertising agencies. Follow the selection steps outlined in the chapter. Narrow the list down to two agencies and justify your decision. Then choose between the two agencies and justify your choice.
a. The Richards Group (www.richards.com)
b. Leo Burnett (www.leoburnett.com)
c. BBDO Worldwide (www.bbdo.com)
d. Lucas Design Advertising (www.aladv.com)
e. Grey Group (www.grey.com)
f. DDB Worldwide Communications Group (www.ddb.com)