Exploring the Use of Advertising Agency Review Consultants
Fred K. Beard1,University of Oklahoma
Advertisers and their advertising agency counterparts often agree that both sides may benefit from the use of agency review consultants. Managing the search for an advertising agency is argued to be a frequently time-consuming, expensive, frustrating, and complex task (Miller, 1990; Petrecca, 1997; Stevenson, 1985; Wells, 1994a). Moreover, it seems likely that if there is a good match between client and agency initially, the prospects for a successful, long-term relationship can be improved (Wackman, Salmon, and...