Agency-Client Relationship Factors Across Life-Cycle Stages

Haworth Press
Publication Type:
Journal Article
Journal of Relationship Marketing, 2008, 7 (2), pp. 217 - 236
Issue Date:
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When an individual or an organization employs an advertising agency to assist in undertaking promotional activities, a number of factors are involved to ensure that the agencyclient relationship runs smoothly. However, for the advertiser, as the relationship develops there can be changes in attitudes toward the advertising agency. This paper analyzes the responses of 82 advertisers regarding different elements in the advertising agencyclient relationship and compares them across 4 stages in the agencyclient life cycle: (a) Inception, (b) Development, (c) Maintenance, and (d) Dissolution. The results of the survey provide some implications to assist in the understanding of agencyclient relationships at different times of the life cycle.
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