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

S.J. Paliwoda; Chris Hackley

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

S.J. Paliwoda, Chris Hackley (Editor)

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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 language	English
Title of host publication	Advertising
Place of Publication	London
Number of pages	1312
Volume	1
Publication status	Published - 31 Oct 2009

Publication series

Name	Sage Library in Marketing
Publisher	Sage Publications

Keywords

advertising
decision making
purchasing

Cite this

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title = "Advertising client-agency relationships: the decision-making structure of clients",

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.",

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author = "S.J. Paliwoda and Chris Hackley",

note = "Also published in European Journal of Marketing; Volume: 30; Issue: 8; 1996",

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N2 - 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.

AB - 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.

KW - advertising

KW - decision making

KW - purchasing

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

Abstract

Publication series

Keywords

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