Using Judgment Profiles to Compare Advertising Agencies' and Clients' Campaign Values

Priscilla Murphy and Michael L. Maynard

This study explored cognitive conflict between advertising agencies and clients by comparing decision profiles for a group of 57 advertising agency professionals and 63 clients concerning the qualities they typically look for in a campaign. Respondents assessed 30 hypothetical advertising campaigns that mixed different levels of five decision factors: message/creativity, advertising budget, media planning, market research, and agency/client relationship. Although the profiles revealed some pockets of disagreement, the two groups' judgment policies showed substantial overall agreement, especially regarding the importance of creativity and budget. These aggregated judgment policies provide normative models for typical client and agency preferences.