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

In this comparative study, advertisers of consumer goods and services in Chile, Japan and the United States were questioned about advertising agency performance and the sourcing of marketing communication services.

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

Tom GriffinPace UniversityDavid N. McArthurLoyola University New OrleansToshio KamakiTokyo Kezai University andPedro HidalgoUniversity of Chile

Today, as in 1984, Kaynak and Savitt's observation on 'the paucity of comparative studies on advertising' appears to hold true. Yet such studies have been reported as being central to the development of scientific understanding of this critical component of international marketing (Samiee and Jeong, 1994).

In this comparative study, advertisers of consumer goods and services in Chile, Japan and the...

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