Advertising client‐agency relationships: The decision‐making structure of clients
Advertising client‐agency relationships: The decision‐making structure of clients
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广告客户与代理关系：客户的决策结构
DOI：
10.1108/03090569610130089
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发表时间：
1996
期刊：
影响因子：
--
通讯作者：
S. Paliwoda
中科院分区：
文献类型：
--
作者：
Douglas C. West;S. Paliwoda
重点研究客户与其广告代理的关系，以检查广告客户代理在活动规划中的角色。寻求确定谁购买，并从决策的角度核实活动过程的作用。首先回顾了相关文献，然后概述了作者对900家公司进行的调查。根据调查结果提出了一些建议。
Focuses on the client’s relationship with its advertising agency to examine advertising client‐agency roles in campaign planning. Seeks to establish who buys, and to verify the role of the campaign process from a decision‐making perspective. Begins with a review of the relevant literature and then outlines a survey of 900 companies undertaken by the authors. Gives some recommendations based on the survey results.