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Exploring advertiser's expectations of advertising agency services
| Content Provider | Scilit |
|---|---|
| Author | Turnbull, Sarah Wheeler, Colin |
| Copyright Year | 2014 |
| Description | Journal: Journal of Marketing Communications Advertisers have expectations about what they will receive from an advertising agency. These expectations are about the future service they believe the agency will deliver and influence the satisfaction/dissatisfaction the advertiser has of agency performance. Using an expert sample and a native categories approach, the study explores advertiser's expectations of agency services at the selection stage. The paper makes three main contributions to our understanding of agency selection. First, we provide insight into what advertisers seek to gain from an agency in future service delivery. Second, we identify four categories of expectations: craft, affinity, functionality and perspective. Third, we illustrate the nature of these expectations and provide evidence that some expectations are less precise than others. We consider the implications of the findings for the agency selection literature and agency management. |
| Related Links | https://core.ac.uk/download/pdf/96909276.pdf |
| Ending Page | 601 |
| Page Count | 15 |
| Starting Page | 587 |
| ISSN | 13527266 |
| e-ISSN | 14664445 |
| DOI | 10.1080/13527266.2014.920902 |
| Journal | Journal of Marketing Communications |
| Issue Number | 6 |
| Volume Number | 22 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2014-06-18 |
| Access Restriction | Open |
| Subject Keyword | Journal: Journal of Marketing Communications Business and Management Advertising Agency Selection Customer Expectations Professional Services Business-to-business Buying |
| Content Type | Text |
| Subject | Business and International Management Marketing |
