A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch
A longitudinal study of advertising decision-makers that was designed to identify key predictors of an agency switch is described. Six predictor variables that discriminate between advertising decision-makers who change agencies and those who do not were identified.
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| Veröffentlicht in: | Journal of advertising research 1995-03, Vol.35 (2), p.24 |
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| container_issue | 2 |
| container_start_page | 24 |
| container_title | Journal of advertising research |
| container_volume | 35 |
| creator | Henke, Lucy L |
| description | A longitudinal study of advertising decision-makers that was designed to identify key predictors of an agency switch is described. Six predictor variables that discriminate between advertising decision-makers who change agencies and those who do not were identified. |
| format | Article |
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Six predictor variables that discriminate between advertising decision-makers who change agencies and those who do not were identified.</description><subject>Advertising agencies</subject><subject>Client development</subject><subject>Decision making</subject><subject>Loyalty</subject><subject>Professional relationships</subject><subject>Social research</subject><issn>0021-8499</issn><issn>1740-1909</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1995</creationdate><recordtype>article</recordtype><sourceid/><recordid>eNptkE1LAzEQhoMoWKv_IXg2MPnYTdZbKX5BwYvehJIm2W3KmtQki_TfG2xvysAMMzzzMu-coRmVAgjtoDtHMwBGiRJdd4muct5B7aFpZuhjgccYBl8m64Mesa7pkH3Gscdl67C2WA8umAMxo3eh4ORGXXwMeev393ifnPWmxPS7oMMJxvnbF7O9Rhe9HrO7OdU5en98eFs-k9Xr08tysSIDVbIQC9Ja0yrZWMV46zrLgHLb8FZRq7hjUli-EUJsLG0p1RvGGe-k5AocUOB8jm6PuvsUvyaXy3oXp1Sd5HV1SblUABW6O0KDHt3ahz6WpE091yVdX-B6X8cLKkEwRduKk3_wGtZ9evOX_wEoSG3n</recordid><startdate>19950301</startdate><enddate>19950301</enddate><creator>Henke, Lucy L</creator><general>World Advertising Research Center Ltd</general><general>Advertising Research Foundation</general><scope/></search><sort><creationdate>19950301</creationdate><title>A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch</title><author>Henke, Lucy L</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-g187t-d07ddc6875d8236e9d2013d53681d83e274d3b444bd1611ab2323977380e01033</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1995</creationdate><topic>Advertising agencies</topic><topic>Client development</topic><topic>Decision making</topic><topic>Loyalty</topic><topic>Professional relationships</topic><topic>Social research</topic><toplevel>online_resources</toplevel><creatorcontrib>Henke, Lucy L</creatorcontrib><jtitle>Journal of advertising research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Henke, Lucy L</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch</atitle><jtitle>Journal of advertising research</jtitle><date>1995-03-01</date><risdate>1995</risdate><volume>35</volume><issue>2</issue><spage>24</spage><pages>24-</pages><issn>0021-8499</issn><eissn>1740-1909</eissn><coden>JADRAV</coden><abstract>A longitudinal study of advertising decision-makers that was designed to identify key predictors of an agency switch is described. Six predictor variables that discriminate between advertising decision-makers who change agencies and those who do not were identified.</abstract><cop>New York</cop><pub>World Advertising Research Center Ltd</pub></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0021-8499 |
| ispartof | Journal of advertising research, 1995-03, Vol.35 (2), p.24 |
| issn | 0021-8499 1740-1909 |
| language | eng |
| recordid | cdi_proquest_journals_205137800 |
| source | Business Source Complete |
| subjects | Advertising agencies Client development Decision making Loyalty Professional relationships Social research |
| title | A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch |
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