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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Agency Selection Criteria (Strategic)

The three, seven-point items are used to measure the degree of importance a person believes should be placed on an advertising agency's ability to provide assistance in developing business strategy when making a choice among agencies. As written, the scale does not measure a person's attitude toward a specific agency's ability but rather the role this criterion should play in general when making a selection among agencies.