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| Author: | Beard, F. |
| Title: | Integrated marketing communications: new role expectations and performance issues in the client-ad agency relationship? |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 207-216 |
| Index terms: | RESEARCH COMMUNICATIONS INDUSTRY ROLES |
| Language: | eng |
| Abstract: | Marketing client representatives have important work roles to perform in the creation of the advertising agency service. Yet it seems likely that the implementation of integrated marketing and the integrated marketing communications (IMC) approach will inevitably lead to new role expectations and performance issues concerning client and agency representatives. Whereas research on the client-ad agency relationship suggests agencies may have difficulties satisfying their clients because of inadequate or unpredictable client role performance, it also seems likely that implementation of the IMC approach will lead to even greater client role requirements, contributing to role stress, or ambiguity. |
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