“Birds of a Feather Flock Together”: Strategic Implications for Advertising Agencies
Journal of Advertising Research
strategic implications, advertising agencies
Business Administration, Management, and Operations | Marketing | Other Business
Advertisers who perceived high similarity between themselves and those within their advertising agency rated their agency as superior to those who felt they had less in common with agency contacts. Outcome measures examined included communication, performance, intention to remain with the agency, and defection following the departure of agency personnel. Differences based on the organizational level of the respondent emerged. Lifestyle factors of similarity were found to play an important role in perceived agency performance, lending support for deeper exploration of client traits and personality prior to the agency's assignment of personnel to a client account.
Crutchfield, Tammy Neal; Spake, Deborah F.; D'Souza, Giles; and Morgan, Robert M. (2003). “Birds of a Feather Flock Together”: Strategic Implications for Advertising Agencies. Journal of Advertising Research 43(4), 361-369. doi: http://dx.doi.org/10.1017/S0021849903030411 Retrieved from http://digitalcommons.kent.edu/mrktentrpubs/23