search query: @author Murphy, P. / total: 25
reference: 4 / 25
| Author: | Murphy, P. Maynard, M. |
| Title: | Using judgment profiles to compare advertising agencies' and clients' campaign values |
| Journal: | Journal of Advertising Research
1996 : MAR-APR, VOL. 36:2, p. 19-27 |
| Index terms: | ADVERTISING RESEARCH ADVERTISING AGENCIES CLIENTS |
| Language: | eng |
| Abstract: | This study explored cognitive conflict between advertising agencies and clients by comparing decision profiles for a group of 57 advertising agency professionals and 63 clients concerning the qualities they typically look for in a campaign. Respondents assessed 30 hypothetical advertising campaigns that mixed different levels of five decision factors: message/creativity, advertising budget, media planning, market research, and agency/client relationship. The two groups' judgment policies showed substantial overall agreement. |
SCIMA