Abstract
ABSTRACT 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 agency–client 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 agency–client relationship and compares them across 4 stages in the agency–client 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 agency–client relationships at different times of the life cycle.
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