Criteria for Advertising Agency Selection: An Objective Appraisal

A random sample of advertising directors at Fortune 500 firms was surveyed to determine criteria for evaluation of advertising agencies; 69 usable responses were received. Results indicate that the 7 most critical criteria deal with a people factor, such as: 1. quality of the people assigned to the...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of advertising research 1984-04, Vol.24 (2), p.27
Hauptverfasser:	Cagley, James W, Roberts, C Richard
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisers Advertising Advertising agencies Attitude surveys Criteria Market planning Selection Statistical analysis
Online-Zugang:	Volltext
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