TY - JOUR
T1 - Client perceptions of advertising and advertising agencies
T2 - A China study
AU - PRENDERGAST, Gerard P
AU - Shi, Yi Zheng
N1 - Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 2001
Y1 - 2001
N2 - China, with its history of a planned economy and current status of part-planned/part-market economy, presents an interesting environment for the advertising industry. However,the advertising industry in China is still somethingof a mystery, particularly in terms of client perceptions of advertising and advertising agencies.After examining the literature relating to China's advertising this article reports on a survey of 200 firms in Shanghai who use the services of an advertising agency. The results indicated that advertising's primary purpose is to increase awareness and sales. Contrary to what has been suggested by previous researchers, the firms in this study felt confident in their media and creative decisions (although they saw the effects of advertising as being difficult to estimate). Advertising agencies are used more for creative decisions rather than media decisions. Clients tend tohavean arm's length relationship with their agency in the sense that they let the agency carry out advertising activities and do not interfere in what the agency does. While not affected by the size of their clients, the agency relationship was affected by whether or not client firms had top-down or bottom-up decision processes.
AB - China, with its history of a planned economy and current status of part-planned/part-market economy, presents an interesting environment for the advertising industry. However,the advertising industry in China is still somethingof a mystery, particularly in terms of client perceptions of advertising and advertising agencies.After examining the literature relating to China's advertising this article reports on a survey of 200 firms in Shanghai who use the services of an advertising agency. The results indicated that advertising's primary purpose is to increase awareness and sales. Contrary to what has been suggested by previous researchers, the firms in this study felt confident in their media and creative decisions (although they saw the effects of advertising as being difficult to estimate). Advertising agencies are used more for creative decisions rather than media decisions. Clients tend tohavean arm's length relationship with their agency in the sense that they let the agency carry out advertising activities and do not interfere in what the agency does. While not affected by the size of their clients, the agency relationship was affected by whether or not client firms had top-down or bottom-up decision processes.
KW - Advertising
KW - China
KW - Client-AGENCY Relationship
UR - http://www.scopus.com/inward/record.url?scp=28244474896&partnerID=8YFLogxK
U2 - 10.1080/13527260122863
DO - 10.1080/13527260122863
M3 - Journal article
AN - SCOPUS:28244474896
SN - 1352-7266
VL - 7
SP - 47
EP - 63
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 2
ER -