Appraising Account Executive Performance Appraisals: Current Practices and Managerial Implications

Abstract

The management literature provides guidelines for effective performance appraisals. Building on these guidelines, this study analyzes the characteristics of appraisal forms used by a relatively small sample of advertising agencies in assessing their account executives (AEs). The findings indicate that many agencies focus more on the AE's contributions to internal operations than to maintaining productive relationships with clients. The results suggest implications for improving the effectiveness and fairness of AE performance appraisals.