Client influence and advertising standardization: A survey of ad agencies

Waller, D; Shao, AT; Bao, Y

Client influence and advertising standardization: A survey of ad agencies

Waller, D

Shao, AT Bao, Y

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Publication Type:: Journal Article
Citation:: Service Industries Journal, 2010, 30 (13), pp. 2151 - 2161
Issue Date:: 2010-11-01

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Field	Value	Language
dc.contributor.author	Waller, D https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Shao, AT	en_US
dc.contributor.author	Bao, Y	en_US
dc.date.issued	2010-11-01	en_US
dc.identifier.citation	Service Industries Journal, 2010, 30 (13), pp. 2151 - 2161	en_US
dc.identifier.issn	0264-2069	en_US
dc.identifier.uri	http://hdl.handle.net/10453/15795
dc.description.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. © 2010 Taylor & Francis.	en_US
dc.relation.ispartof	Service Industries Journal	en_US
dc.relation.isbasedon	10.1080/02642060903215048	en_US
dc.subject.classification	Marketing	en_US
dc.title	Client influence and advertising standardization: A survey of ad agencies	en_US
dc.type	Journal Article
utslib.citation.volume	13	en_US
utslib.citation.volume	30	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1504 Commercial Services	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	ISI:000167651800004
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	13	en_US
pubs.publication-status	Published	en_US
pubs.volume	30	en_US

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. © 2010 Taylor & Francis.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/15795