How Businesses Buy Advertising Agency Services: A Way to Segment Advertising Agencies' Markets?

Woonbong Na, Roger Marshall and Youngseok Son

Journal of Advertising Research, 2003, vol. 43, issue 1, 86-95

Abstract: It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size— thus it is very difficult for agencies to segment their markets in a meaningful way. This research describes a field test of the idea that clients' market orientation provides such a segmentation base. When selecting an advertising agency, market-driven companies exhibit quite different organizational behavior and hold different evaluative criteria than do less market-driven companies.This work was completed with help from a research grant from Hallym University.

Date: 2003
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

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:cup:jadres:v:43:y:2003:i:01:p:86-95_03

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().