Advertising client-agency relationships: the decision-making structure of clients

S.J. Paliwoda, Chris Hackley (Editor)

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Focuses on the client's relationship with its advertising agency to examine advertising client-agency roles in campaign planning. Seeks to establish who buys, and to verify the role of the campaign process from a decision-making perspective. Begins with a review of the relevant literature and then outlines a survey of 900 companies undertaken by the authors. Gives some recommendations based on the survey results.
Original languageEnglish
Title of host publicationAdvertising
Place of PublicationLondon
Number of pages1312
Volume1
Publication statusPublished - 31 Oct 2009

Publication series

NameSage Library in Marketing
PublisherSage Publications

Keywords

  • advertising
  • decision making
  • purchasing

Cite this

Paliwoda, S. J., & Hackley, C. (Ed.) (2009). Advertising client-agency relationships: the decision-making structure of clients. In Advertising (Vol. 1). (Sage Library in Marketing)..