Many small businesses lack the expertise, time, and resources to create an effective professional ad campaign. Rather than randomly or blindly selecting an ad agency, choose an agency that can provide your business with a strong advertising strategy, an evolving creative development, and a fitting media selection. Your search strategy should include research, an evaluation of qualifications, and interview components.

Research. Compile a short list of agencies that might be right for you.

1. Consult a directory to find information on advertising agencies, public-relations firms, media-buying services, and specialty ad shops. Popular directories include Advertiser & Agency Redbooks from National Register Publishing and Adweek Directories Online.
2. Request referrals from colleagues in business organizations, industry associations, and professional groups.
3. Screen effective advertising by your competitors and other similar-sized businesses. If you see something you like, call the company to inquire which agency produced the work.