search query: @indexterm CONFIDENTIALITY / total: 16
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| Author: | LaBahn, D. |
| Title: | Advertiser perceptions of fair compensation, confidentiality, and rapport |
| Journal: | Journal of Advertising Research
1996 : MAR-APR, VOL. 36:2, p. 28-39 |
| Index terms: | ADVERTISING RESEARCH COMPENSATION CONFIDENTIALITY |
| Language: | eng |
| Abstract: | Advertising agencies have witnessed a steady erosion of their share of their client's marketing budgets over the past 20 years. In shifting their budgets away from advertising agencies, clients are indicating that full-service cost agencies cost too much for the market impact they deliver. This paper explores how advertising agencies can use client service to strengthen agency-client relationships. Specifically, this study shows how advertising agencies can improve client perceptions of fair agency compensation, agency confidentiality and rapport by behaving cooperatively. |
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