PT  - JOURNAL ARTICLE
AU  - Fred K. Beard
TI  - Exploring the Use of Advertising Agency Review Consultants
AID  - 10.2501/JAR-42-1-39-50
DP  - 2002 Jan 01
TA  - Journal of Advertising Research
PG  - 39--50
VI  - 42
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/42/1/39.short
4100  - http://www.journalofadvertisingresearch.com/content/42/1/39.full
SO  - J Advert Res2002 Jan 01; 42
AB  - The author investigates the often controversial role of advertising agency review consultants by focusing on (1) relationships between their use and client-ad agency relationship success, (2) reasons for consultant use, and (3) the extent to which consultants directly influence final review decisions. The results of a national survey indicate that advertisers who use review consultants evaluate the relationship with their advertising agencies neither more nor less favorably compared to advertisers who manage their own reviews. Review consultants are most commonly hired because advertisers lack the in-house resources they need to conduct a review themselves. The results also indicate that most advertisers who use consultants disagree that they have a direct influence on the final decision regarding which agency to hire.