haku: @journal_id 1668 / yhteensä: 273
viite: 244 / 273
| Tekijä: | Lace, J. M. |
| Otsikko: | Paying for advertising: Advice for retailers |
| Lehti: | International Journal of Advertising
1999 : VOL. 18:4, p. 475-493 |
| Asiasana: | ADVERTISING RETAILING CONTRACTS PAY |
| Kieli: | eng |
| Tiivistelmä: | Retailers reported lower satisfaction with their advertising agency remuneration agreement than clients in any other sector. As remuneration has the potential not only to sour day-to-day relationships but more significantly to provide incentives to the agency for better advertising, a better agency service and value for money, getting it right is an important task. This study investigates the factors associated with satisfaction, notably the practices and methods of remuneration employed, the characteristics of the advertising task and advertiser situation, and advertiser attitudes on the equitability of the agreement. |
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