The case for greater agency involvement in strategic partnerships

Kimberly A. Taylor and Judy Harris

Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership.

The Case for Greater Agency Involvement in Strategic Partnerships

Judy Harris University of Central FloridaKimberly A. Taylor Florida International University

The advertising budget is extremely important to the advertising planning process. It affects the scope and direction of virtually all communications decisions, and both clients and agencies believe the budget to be a vitally important determinant of a sound advertising campaign (Mur­phy and Maynard, 1996). However, the question of how much money to allocate to advertising has become increasingly complex due to rising media costs and exponential increases...

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