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| Author: | Henke, L. |
| Title: | A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch |
| Journal: | Journal of Advertising Research
1995 : MAR/APR, VOL. 35:2, p. 24-30 |
| Index terms: | PREDICTION THEORY AGENCIES STATUTORY SICK PAY |
| Language: | eng |
| Abstract: | The present study is a longitudinal study of advertising decision-makers designed to identify key predictors of an agency switch. Discriminant analysis revealed a key set of six predictor variables which discriminate between advertising decision-makers who change agencies and advertising decision-makers who do not. Unlike previous studies, the present study finds that higher satisfaction with creative skills is a significant predictor of agency change. |
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