Details

Autor(en) / Beteiligte

• Griffin, Tom
• McArthur, David
• Yamaki, Toshio
• Hidalgo, Pedro

Titel

Ad agencies' performance and role in providing communication services in Chile, Japan, and the United States

Ist Teil von

• Journal of advertising research, 1998-09, Vol.38 (5), p.65

Ort / Verlag

New York: Advertising Research Foundation

Erscheinungsjahr

1998

Link zum Volltext

Beschreibungen/Notizen

• A study explores the relative importance of selected criteria in evaluating ad agency performance and the role which agencies play in providing marketing communication services of both a within-country and among-country nature. Findings are based on a survey of advertising executives working in major consumer/service organizations in the US, Chile and Japan. Criteria to evaluate agency performance included 13 subjects from "creative flair" to "involvement of top management." The role which ad agencies play in providing market communication services was determined by the extent to which each of the 5 services was sourced in-house, from the agency, or from some other outside source. Results indicate that perceptions were by no means uniform. More similarities existed, however, among managers in Chile and the US than in Japan. Outcomes are discussed in considerable detail.