Client influence and advertising standardization: a survey of ad agencies |
| |
| Authors: | David Waller Alan T Shao Yeqing Bao |
| |
| Institution: | 1. School of Marketing , University of Technology, Sydney , PO Box 123, Broadway, NSW, 2007, Australia david.waller@uts.edu.au;3. School of Business , College of Charleston , Charleston, SC, 29424, USA;4. College of Business Administration , University of Alabama in Huntsville , Huntsville, AL, 35899, USA |
| |
| Abstract: | With increased globalization of markets, the standardization of products, services, and promotion activities has streamlined the work performed by advertising agencies. In this study, managing directors of Australian and US advertising agencies were questioned about the extent their clients influence agency functions and the degree of standardization used. It was found that copywriting was the main service offered and the clients usually have a major influence on their services. As for those that handle multi-country campaigns, older agencies tend to be more involved in international markets, and there was some degree of standardizing of campaigns and creative work. |
| |
| Keywords: | advertising agencies client influence standardization |
|
|
