In terms of selecting an advertising agency, company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired. This situation occurred because the company failed to:

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Setting goals before starting the search for an advertising agency is crucial. Without clear goals, company leaders are likely to disagree on what type of agency to hire, leading to confusion and potential wasted resources. Developing selection criteria and soliciting client references are also important steps in the selection process, but they should come after the company has established its goals. Asking for a creative pitch can also be helpful but is not as important as setting clear goals from the outset.

In Terms of Selecting an Advertising Agency, Company Leaders at Atco