1. Open Access Kent State
  2. Advertising Agency Compensation: An Agency Theory Explanation
Author(s)
Abstract

Advertising agency compensation may change dramatically in coming years as advertisers put pressure on agencies to reduce commissions and tie compensation to performance resulting from advertising campaigns. Drawing on agency theory from the economics discipline, the authors develop and test several hypotheses to address the advertising agency compensation decision. Their study provides the first comprehensive look at the prevalence of outcome-based compensation tied to performance and other compensation systems currently used among U.S. advertisers.
Format
Article
Identifier(s)
10.1080/00913367.1999.10673589
Publication Date
1999-01-01
Publication Title
Journal of Advertising
Volume
28
Issue
3
First Page
53
Last Page
72
Keywords
Subject
Rights
https://rightsstatements.org/page/InC/1.0/
Community
Department of Marketing and Entrepreneurship
Permalink https://oaks.kent.edu/mrktentrpubs/26
Spake, D., D’Souza, G., Crutchfield, T., & Morgan, R. (1999). Advertising Agency Compensation: An Agency Theory Explanation (1–). Journal of Advertising. https://doi.org/10.1080/00913367.1999.10673589
Spake, Deborah, Giles D’Souza, Tammy Crutchfield, and Robert Morgan. 1999. “Advertising Agency Compensation: An Agency Theory Explanation”. Journal of Advertising. https://doi.org/10.1080/00913367.1999.10673589.
Spake, Deborah, et al. Advertising Agency Compensation: An Agency Theory Explanation. Journal of Advertising, 1 Jan. 1999, https://doi.org/10.1080/00913367.1999.10673589.