Client Role Ambiguity and Satisfaction in Client-Ad Agency Relationships

Advertising practitioners and researchers have long sought explanations for the success and longevity of client-ad agency relationships if only because their failure is costly for both organizations.

Client Role Ambiguity and Satisfaction in Client–Ad Agency Relationships

Fred K BeardUniversity of Oklahoma

Advertising practitioners and researchers have long sought explanations for the success and longevity of client-ad agency relationships if only because their failure is costly for both organizations (Buchanan and Michell, 1991; Henke, 1995; Michell, 1987; Wackman, Salmon, and Salmon, 1987). Research indicates that less than half of client-ad agency relationships last longer than about five years (Adweek, 1992; Michell, 1990; Michell and Sanders, 1995), with an average length of no more than seven or eight years (Pendleton, 1988). Unfortunately, there is no evidence...

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