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Deciding on an advertising agency for your enterprise can be among the most difficult choices you make. The correct way to choose an advertising agency is to choose an agency that focuses on increasing your sales and providing a return on investment from your advertising spend. Many advertising agencies focus a lot more on branding and developing “mind share” due to the fact these folks see themselves as creative artists and not as salespeople. Make no mistake, the job of advertising is to produce sales and supply you with a positive return on your investment. When you are interviewing advertising companies, ask them for how they determine results, particularly sales and return on investment. If these folks shy aside from answering that and say they are a branding agency, you should remove them from your consideration and go on your search for an advertising agency that focuses on yielding sales and a return on investment.