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.
Keywords
Citation
West, D.C. and Paliwoda, S.J. (1996), "Advertising client‐agency relationships: The decision‐making structure of clients", European Journal of Marketing, Vol. 30 No. 8, pp. 22-39. https://doi.org/10.1108/03090569610130089
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited