search query: @author Paliwoda, S. J. / total: 4
reference: 2 / 4
| Author: | West, D. C. Paliwoda, S. J. |
| Title: | Advertising client-agency relationships: The decision-making structure of clients |
| Journal: | European Journal of Marketing
1996 : VOL. 30:8, p. 22-39 |
| Index terms: | DECISION MAKING ADVERTISING PURCHASING |
| Language: | eng |
| Abstract: | This paper gives a literary review of the client-agency relationship and outlines a company survey of 900 companies. The paper focuses on the client's relationship with it's advertising agency to explore advertising client-agency roles in campaign planning. The results show that agency power and influence were not greatest at the new task stage. So, agencies should not attempt to alter their relationship strategies with clients according to the nature of the task being undertaken, but they should consider plans for coping with indirect influencers and potential dependence on top-down management. This could enhance the chances of initial selection and developing a committed clent-agency relationship. |
SCIMA