Selecting an industrial advertising agency

Harvey, Michael; Rupert, Joyce

doi:10.1016/0019-8501(88)90014-4

Cited by 27 publications

(19 citation statements)

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“…He provides a practical framework for purchasing to examine and attempt to resolve these disputes. A second paper by Harvey (1987) examines the problem of product counterfeiting. While most of the counterfeiting problems seem to involve consumer products, industrial products also face problems with this, especially in such areas as parts supply.…”

Section: International Business Marketingmentioning

confidence: 99%

Business Marketing Comes of Age: A Comprehensive Review of the Literature

Reid¹,

Plank²

2000

Journal of Business-to-Business Marketing

119

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Since 1978 business marketing has seen a great deal of research activity. It is reasonable to ask whether this has led to advances in theory development and a general increase in our level of knowledge of business marketing. This article reviews the business marketing literature from 1978-1997 from twenty-three journals, five sets of proceedings, and selected books of articles in an attempt to answer that question. Over two thousand articles were examined to assess the current state of the field and suggest directions for future development. As the sheer number of articles since 1978 would suggest, the field of business marketing has attracted a considerable amount of attention. Close examination of the past twenty years of research, however, clearly indicates that certain areas have received a disproportionate share of the research effort. Organizational buyer behavior, strategy and planning, and sales management accounted for over forty percent of the articles published. Important areas such as computers and technology in business markets, marketing to the government, ethics in business markets, and pricing, in contrast, have received relatively little research attention. Regardless of the uneven coverage, the research in business marketing over the past twenty years has been conceptually and empirically strong. Changes in the way business is done has also resulted in a recent surge in theory development in the area of buyer-seller relationships within the context Source n % Year

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Section: International Business Marketingmentioning

confidence: 99%

Business Marketing Comes of Age: A Comprehensive Review of the Literature

Reid¹,

Plank²

2000

Journal of Business-to-Business Marketing

119

View full text Add to dashboard Cite

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“…It was recognized at the outset that there was considerable risk in following this approach, since many of the companies in the sample would do little or no advertising. Most would not have needed to use an advertising agency as a result, particularly small companies in businessto-business markets (Cagley and Roberts, 1984;Harvey and Rupert, 1988 relatively large mailing was required. Items measuring company performance, advertising services retained, advertising tasks, importance of agency, campaign organization, processes and evaluation were included in the questionnaire.…”

Section: Methodsmentioning

confidence: 99%

“…It has been argued that finance directors particularly have become involved in issues relating agency performance to payment (Lamons, 1992). Moreover, it has become increasingly common practice to use broadly based company committees to select or terminate agencies -despite the problem that very few of the committee members may have been involved directly in the running of the account on a regular basis (Harvey and Rupert, 1988;Podem, 1988). To address these issues, this paper begins with an assessment of the task, buying centre and process in organizational buying and its relevance to the client-agency relationship.…”

Section: Buying Decisionsmentioning

confidence: 99%

Advertising client‐agency relationships

West

Paliwoda

1996

European Journal of Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. IntroductionThe 1980s and early 1990s have seen the development of an interesting, diverse and relevant body of literature on the client-agency relationship. This paper focuses on the client's relationship with its advertising agency from a decisionmaking perspective. Specifically it examines advertising client-agency roles in campaign planning and how clients form judgements of their agencies. It is hoped that this new perspective will add further insight into the client-agency relationship. The paper begins with a review of the advertising client-agency literature examining attributes, client dissatisfaction and termination.One of the key issues focused on in the client-agency literature has been the key attributes valued by clients. Cagley (1986) examined 69 advertisers and 76 top agencies and found that advertisers and agencies agreed on the importance of the majority of attributes in agency selection. Gagnard and Swartz (1988) investigated 128 top advertisers and found that advertisers appreciated agencies' creative and media roles, but doubted the value of advertising or agency research. In a study of just over 900 agencies and 600 agencies, Wills (1992), found the main factors in winning accounts were positive recommendations by satisfied clients, personal contacts with top management and presentations. Another area of interest has been how the relationship has changed over time. Wackman et al. (1987) surveyed over 180 mid-West US advertisers and found that relationship factors became increasingly important over time compared to more tangible performance measures. However, in a study of 135 advertisers and 93 agencies Verbeke (1988) replicated Wackman et al. and found that personal relationships were not crucial in the Netherlands. He found that performance evaluations did not change over time and that advertising agencies knew the needs of their clients precisely, and that social bonding was not an issue there.Researchers have also investigated how internal and external variables have affected client dissatisfaction. Hotz et al. (1982) studied 28 top advertisers and 39 agency executives and found that four factors led to trouble in the clientagency relationship:(1) agency perso...

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“…Interest in the features of a mutually beneficial relationship within the context of client account management is well established (Beverland et al, 2007;Waller, 2004). A number of authors seek to offer advice to practitioners (Beltramini and Pitta 1991;Halinen, 1997;Harvey and Rupert, 1988;LaBahn and Kohli 1997). Recurrent themes include: relationship lifecycle stages, the factors that affect the development and maintenance of the ACR, and the types of relationships that support the ACR.…”

Section: Client Account Managementmentioning

confidence: 99%

“…Survey Questionnaire Client (100) Pincus, Acharya and Trotter (1991) GT Michell, Cataquet and Hague (1992) Survey Questionnaire Client (200) Johnson and Laczniak (1991) Conceptual N/A N/A Dowling (1994) Survey Questionnaire Client (157) Murphy (1994) Interviews Interviews Agency (10) Bourland (1994) Conceptual N/A N/A Henke (1995) Interviews Interviews Agency (151) Beard (1996b) Conceptual N/A N/A Murphy and Maynard (1996) Survey Questionnaire Agency (57) Client (63) Michell, Cataquet and Mandry (1996) Survey Questionnaire Client (1,145) West and Paliwoda (1996) OBB Survey Questionnaire Client (145) Mathur and Mathur (1996) Conceptual N/A N/A Murphy and Maynard (1997) Survey Questionnaire Agency (57) Client (63) Durden, Orsman and Michell (1997) Conceptual N/A N/A Devinney and Dowling (1999) Conceptual N/A N/A Ghosh and Taylor (1999) Survey Questionnaire Agency ( Capon and Scammon (1979) Case Study Interviews Agency (1) Client (1) Calantone and Drury (1979) Conceptual N/A N/A Wackman, Salmon and Salmon (1986) Survey Questionnaire Client (182) Michell (1986) Interviews Interviews Client (128) Michell (1988) Interviews Interviews Agency (15) Harvey and Rupert (1988) Conceptual N/A N/A Beltramini and Pitta (1991) RM Conceptual N/A N/A Morgan and Hunt (1994) TT Survey Questionnaire Client (204) Michell (1995) Survey Questionnaire Client (29) Sekely and Blakney (1996) Survey Questionnaire Agency (197) Beard (1996a) Conceptual N/A N/A LaBahn and West (1997) Survey Questionnaire Agency (194) Halinen (1997) Case Study Interviews Agency (1) Client (1) Lichtenthal and Shanib (2000) Survey Questionnaire Agency (39) Brennan (2001) Conceptual N/A N/A Ojasalo (2001) Conceptual N/A N/A Franke,…”

Section: Role Claritymentioning

confidence: 99%

Marketing agency – client relationships: towards a research agenda

Keegan

Rowley

Tonge

2017

European Journal of Marketing

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European Journal of Marketing1 Marketing agency-client relationships: towards a research agenda. Abstract Purpose -Since agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice. This article presents the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency-client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial.Design/methodology/approach -A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed articles on the agency-client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes. Findings:The article provides an analysis of the extant knowledge base, including key themes, journals, and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies, and research topics and themes.Originality/value: This is the first systematic review of the literature on agencyclient relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency-client relationships in the digital age, and increasing need to understand 'marketing-aspractice', the coherent overview offered by this article is of particular value for guiding future research.

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Selecting an industrial advertising agency

Cited by 27 publications

References 0 publications

Business Marketing Comes of Age: A Comprehensive Review of the Literature

Business Marketing Comes of Age: A Comprehensive Review of the Literature

Advertising client‐agency relationships

Marketing agency – client relationships: towards a research agenda

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