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Erschienen in:
Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia Kapitel lesen Erstes Kapitel lesen

2012 | OriginalPaper | Buchkapitel

When Bad is Good: The Creative Conundrum of Agency- Client Relationships

verfasst von : Sheila L. Sasser, Scott Koslow

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

Some advertising agencies and their marketing clients have traditionally invested in long term relationships that were greatly valued. Recent economic imperatives have prompted many clients to break such long term bonds and re-define relationships. For example, in the auto industry, some client-agency relationships forged over one hundred years ago have recently been terminated during the search for new agency partners and creativity. Consumer packaged goods marketers like Proctor and Gamble and Unilever also tend to remain with their full service agency of record partners, even when switching account teams and resources globally.

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Vorheriges Kapitel How Does Shifting Ad Budgets Impact Trust in Advertising Media?
Nächstes Kapitel The Cumulative Effect of Transaction-Specific Satisfaction on Share of Wallet: A Longitudinal Investigation
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Metadaten
Titel
When Bad is Good: The Creative Conundrum of Agency- Client Relationships
verfasst von
Sheila L. Sasser
Scott Koslow
Copyright-Jahr
2012
Verlag
Gabler Verlag
Buch
Advances in Advertising Research (Vol. III)

Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012

DOI
https://doi.org/10.1007/978-3-8349-4291-3_28