Ad Agencies' Performance and Role in Providing Communication Services in Chile, Japan, and the United States
调查智利、日本和美国广告公司高管，比较评估广告公司绩效的标准差异，以及广告公司在提供营销传播服务中的角色，发现智利和美国管理者看法更相似。
This study explores the relative importance of selected criteria in evaluating ad agency performance and the role which agencies play in providing marketing communication services of both a within-country and among-country nature. Findings are based on a survey of advertising executives working in major consumer/service organizations in the three countries. Criteria to evaluate agency performance included 13 subjects from “creative flair” to “involvement of top management.” The role which ad agencies play in providing marketing communication services was determined by the extent to which each of five services was sourced in-house, from the agency, or from some other outside source. Results indicated that perceptions were by no means uniform. More similarities existed, however, among managers in Chile and the United States than in Japan. Outcomes are discussed in considerable detail.