Formalisation in advertising client‐agency relationships

Abstract

Maintains that the purpose of this study – which was a general survey of the relationships between UK advertisers and their advertising agents – was to identify the nature of the interests of organisations and of individuals charged with the maintenance of contact between them in the production of advertising material. Chronicles the study that took the form of a survey of attitudes and opinions of members of client and agency organisations. Concludes that the main interpretation to be drawn from the research data with respect to formalisation is that there exists a valid case for more specificity in client‐agency associations.

Citation

Marrian, J. (1967), "Formalisation in advertising client‐agency relationships", European Journal of Marketing, Vol. 1 No. 1, pp. 2-9. https://doi.org/10.1108/EUM0000000005236