Title

“Birds of a Feather Flock Together”: Strategic Implications for Advertising Agencies

Publication Title

Journal of Advertising Research

Publication Date

12-2003

Document Type

Article

DOI

http://dx.doi.org/10.1017/S0021849903030411

Keywords

strategic implications, advertising agencies

Disciplines

Business Administration, Management, and Operations | Marketing | Other Business

Abstract

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.

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