Ad Agencies' Performance and Role in Providing Communication Services in Chile, Japan, and the United States

A study explores the relative importance of selected criteria in evaluating ad agency performance and the role which agencies play in providing marketing communication services of both a within-country and among-country nature. Findings are based on a survey of advertising executives working in majo...

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Bibliographic Details
Published in:Journal of advertising research 1998-09, Vol.38 (5), p.65
Main Authors: GRIFFIN, TOM, MCARTHUR, DAVID, YAMAKI, TOSHIO, HIDALGO, PEDRO
Format: Article
Language:English
Subjects:
Advertising agencies
Advertising research
Communication
Integrated marketing
Japanese language
Marketing
Polls & surveys
Questionnaires
Response rates
Statistical analysis
Studies
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Summary:A study explores the relative importance of selected criteria in evaluating ad agency performance and the role which agencies play in providing marketing communication services of both a within-country and among-country nature. Findings are based on a survey of advertising executives working in major consumer/service organizations in the US, Chile and Japan. Criteria to evaluate agency performance included 13 subjects from "creative flair" to "involvement of top management." The role which ad agencies play in providing market communication services was determined by the extent to which each of the 5 services was sourced in-house, from the agency, or from some other outside source. Results indicate that perceptions were by no means uniform. More similarities existed, however, among managers in Chile and the US than in Japan. Outcomes are discussed in considerable detail.
ISSN:0021-8499
1740-1909