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

S.J. Paliwoda, Chris Hackley (Editor)

Research output: Chapter in Book/Report/Conference proceedingChapter


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
Publication statusPublished - 31 Oct 2009

Publication series

NameSage Library in Marketing
PublisherSage Publications


  • advertising
  • decision making
  • purchasing


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