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.
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

Fingerprint

Decision making
Agency relationship
Advertising agencies
Planning

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). London.
Paliwoda, S.J. ; Hackley, Chris (Editor). / Advertising client-agency relationships: the decision-making structure of clients. Advertising. Vol. 1 London, 2009. (Sage Library in Marketing).
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Paliwoda, SJ & Hackley, C (ed.) 2009, Advertising client-agency relationships: the decision-making structure of clients. in Advertising. vol. 1, Sage Library in Marketing, London.

Advertising client-agency relationships: the decision-making structure of clients. / Paliwoda, S.J.; Hackley, Chris (Editor).

Advertising. Vol. 1 London, 2009. (Sage Library in Marketing).

Research output: Chapter in Book/Report/Conference proceedingChapter

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Paliwoda SJ, Hackley C, (ed.). Advertising client-agency relationships: the decision-making structure of clients. In Advertising. Vol. 1. London. 2009. (Sage Library in Marketing).