Title

The case for greater agency involvement in strategic partnerships

Authors

Authors

J. Harris;K. A. Taylor

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Advert. Res.

Keywords

Business; Communication

Abstract

Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership. Yet, one element of the strategic marketing planning process-the setting of the advertising budget-still remains relatively uninfluenced by agency input. In this article, we discuss why agencies traditionally have had little input into the budget-setting process. We draw upon qualitative interviews with top marketing managers to provide insight into the agency/client relationship and identify seven factors likely to influence the extent of agency participation in budget setting. Ways in which clients and agencies can work together to increase agency participation are also discussed.

Journal Title

Journal of Advertising Research

Volume

43

Issue/Number

4

Publication Date

1-1-2003

Document Type

Article

Language

English

First Page

346

Last Page

352

WOS Identifier

WOS:000187451100002

ISSN

0021-8499

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