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The Case for Greater Agency Involvement in Strategic Partnerships

Published online by Cambridge University Press:  03 March 2004

JUDY HARRIS  and
KIMBERLY A. TAYLOR
JUDY HARRIS
Affiliation:
University of Central [email protected]
KIMBERLY A. TAYLOR
Affiliation:
Florida International [email protected]
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Abstract

Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership. Yet, one element of the strategic marketing planning process—the setting of the advertising budget—still remains relatively uninfluenced by agency input. In this article, we discuss why agencies traditionally have had little input into the budget-setting process. We draw upon qualitative interviews with top marketing managers to provide insight into the agency/client relationship and identify seven factors likely to influence the extent of agency participation in budget setting. Ways in which clients and agencies can work together to increase agency participation are also discussed.The authors acknowledge the support of the Florida International University Foundation in the completion of this project.

Type
Research Article
Information
Journal of Advertising Research , Volume 43 , Issue 4 , December 2003 , pp. 346 - 352
Copyright
© Copyright © 1960-2003, The ARF

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