ERIC Number: ED244281
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
Advertising Agency/Client Relationships in a Midwestern Metropolitan Market.
Lynn, Jerry R.; And Others
A study was conducted to determine business community attitudes toward and uses of advertising agency services in a major midwestern market. Two hundred and thirty-eight business executives responded to a questionnaire that measured their attitudes toward and uses of advertising in their organization. Pertinent demographic and job related information was also obtained. Almost half the respondents were from small organizations with ad budgets under 10,000 dollars. Use of an outside advertising agency was reported by 40% of the respondents. Of the 18 organizations reporting inhouse agencies, none indicated dissatisfaction with the situation. The items receiving the highest or most positive evaluations were concerned with the ethics of the advertising, the ethics of the agency, and the friendliness of the agency workers. Creative work was the best-liked characteristic and research was the least-liked characteristic of agencies. Only 55% of the respondents agreed that their agency was up-to-date on research methods. Only 37% rated their advertising program as successful, 9% as very successful. The average evaluation response ranged between "OK" and above average. The clients did not seem to consider advertising as the principal contributor to the success of their companies. (A copy of the questionnaire is included.) (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Agencies; Client Relations
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984). Best copy available.