ERIC Number: ED245226
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
Satisfaction with the Advertising Agency: From the Advertisers' Perspective.
Salmon, Caryn C.; And Others
Based on the idea that the relationship between a client and its advertising agency is primarily a "people" relationship, a study was undertaken to examine the factors that influence a client's satisfaction with its agency, particularly in the day-to-day, or maintenance, phase of the relationship. Data were taken from responses given by 182 advertisers to a mail questionnaire that asked them to rate several maintenance and task factors that might influence their satisfaction with their advertising agencies. Results showed that a surprisingly large number of advertisers (51%) was dissatisfied with their agencies, suggesting a lack of understanding between the two organizations. Organization size and advertising budget influenced the importance ratings of maintenance and task issues, with smaller companies with smaller budgets more concerned with the success of the agency in handling task issues such as creative work or research, and larger organizations more concerned with maintenance or relationship issues. Regularly scheduled reviews of agency work were more often carried out by organizations with larger rather than smaller budgets. Finally, the results indicated that advertisers that had been allowed to choose their agencies--as opposed to using one chosen by a parent company, for example--were more satisfied with the work of that agency. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Agencies; Client Satisfaction
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).