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How Businesses Buy Advertising Agency Services: A Way to Segment Advertising Agencies' Markets?

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  • NA, WOONBONG
  • MARSHALL, ROGER
  • SON, YOUNGSEOK

Abstract

It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size— thus it is very difficult for agencies to segment their markets in a meaningful way. This research describes a field test of the idea that clients' market orientation provides such a segmentation base. When selecting an advertising agency, market-driven companies exhibit quite different organizational behavior and hold different evaluative criteria than do less market-driven companies.This work was completed with help from a research grant from Hallym University.

Suggested Citation

  • Na, Woonbong & Marshall, Roger & Son, Youngseok, 2003. "How Businesses Buy Advertising Agency Services: A Way to Segment Advertising Agencies' Markets?," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 86-95, March.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:86-95_03
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    Cited by:

    1. Bachnik, Katarzyna & Nowacki, Robert & Szopiński, Tomasz S., 2018. "Determinants of assessing the quality of advertising services - The perspective of enterprises active and inactive in advertising," Journal of Business Research, Elsevier, vol. 88(C), pages 474-480.
    2. Marshall, Roger & Reday, Peter Alan & Woonbong, Na & Agrawal, Shashank Shekhar, 2007. "Response-time measurement of group purchasing-decision power structures," Journal of Business Research, Elsevier, vol. 60(7), pages 711-719, July.

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