RT Journal Article
SR Electronic
T1 How Businesses Buy Advertising Agency Services
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 86
OP 95
DO 10.2501/JAR-43-1-86-95
VO 43
IS 1
A1 Woonbong Na
A1 Roger Marshall
A1 Youngseok Son
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/1/86.abstract
AB It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agencies to segment their markets in a meaningful way. This research describes a field test of the idea that clients' market orientation provides such a segmentation base. When selecting an advertising agency, market-driven companies exhibit quite different organizational behavior and hold different evaluative criteria than do less market-driven companies.