Client influence and advertising standardization: a survey of ad agencies

David Waller, Alan T Shao and Yeqing Bao

The Service Industries Journal, 2009, vol. 30, issue 13, 2151-2161

Abstract: With increased globalization of markets, the standardization of products, services, and promotion activities has streamlined the work performed by advertising agencies. In this study, managing directors of Australian and US advertising agencies were questioned about the extent their clients influence agency functions and the degree of standardization used. It was found that copywriting was the main service offered and the clients usually have a major influence on their services. As for those that handle multi-country campaigns, older agencies tend to be more involved in international markets, and there was some degree of standardizing of campaigns and creative work.

Date: 2009
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/02642060903215048 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:30:y:2009:i:13:p:2151-2161

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642060903215048

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().