Ad Agencies Performance and Role in providing communication services in Chile, Japan and the United States

1998. Journal of Advertising Research. Vol. 38 , Nº 5, Pp 65-75

Toshio Yamaki , Pedro Hidalgo C, David McArthur , Tom Griffin

Abstract:

In this comparative study, advertisers of consumer goods and services in Chile, Japan and the United States were questioned about advertising agency performance and the sourcing of marketing communication services. The principal areas examined are: 1. What is the relative importance of agency performance criteria within and among the three countries? 2. How would these findings compare with findings from previous studies? 3. What role does the agency play in sourcing various marketing communication services in the three countries? The authors report on the methodology and results of a mail survey among the largest advertisers in the three countries.

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