Advertising agency - client relations
Roe, Michael Phillip
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This thesis examines the relationship between advertising agencies and clients with special emphasis on expenditures for advertising, the nature of services, the selection of an agency by a client and of a client by an agency, and improvement of agency-client relations. A questionnaire was developed which would embrace some of these areas. The questionnaire was mailed to three hundred advertising agencies and 300 clients were selected from the September 1959 Agency List. The clients were not the clients of the agencies selected. Results from the questionnaire are used throughout the thesis to help explain some of the problems of agency-client relations. The introduction to the thesis defines and explains the role and the purpose of advertising in society. Then Chapter I discusses the organization and purpose of the advertising agency with an explanation of each of the departments within an agency. Each department within the agency represents a service which that agency offers to its clients. A discussion of advertising expenditures is found in Chapter II. There was some discrepancy between the views of the agencies and the clients on this matter. The agencies, being more optimistic than the clients about future expenditures for advertising, agree with industry executives.[TRUNCATED]
Thesis (M.S.)--Boston University
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