search query: @author Rhea, M.J. / total: 2
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| Author: | Rhea, M.J. Massey, T.K. |
| Title: | Contrasting views of effectiveness in sales-promotion relationships |
| Journal: | Journal of Advertising Research
1989 : OCT-NOV, VOL.29:5, p. 49-56 |
| Index terms: | ADVERTISING RESEARCH ADVERTISING AGENCIES SALES PROMOTION |
| Language: | eng |
| Abstract: | A study was designed to investigate the effectiveness of sales-promotion relationships. Agency managers responded to issues that may affect the strength of their agency's association with clients and with promotion subcontractors. Agency respondents identified unreasonable time frames as the major problem in dealing with their sales- promotion clients. Agency productivity also suffers when clients don't provide the agency with clear-cut objectives. |
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