Using decision profiles to analyse advertising agency and client conflict

Abstract

This study tests the premise that conflict between advertising agencies and clients has a cognitive basis — that is, each group weighs decision factors differently, and consequently evaluates campaigns differently. We identified five common decision factors in evaluating campaigns: market research, media planning, message/creativity, budget, and agency/client relationship. Based on these five variables, we used multiple regression‐based judgment analysis to create decision profiles for a group of 120 advertising agency professionals and clients. We compared agencies' and clients' judgments by six categories. Analysis affirmed that cognitive conflict differs by product type, longevity, and campaign purpose; but not by seniority or campaign budget. Clients had less cognitive disagreement with creatives than with agency management.

Citation

Murphy, P. and Maynard, M. (1997), "Using decision profiles to analyse advertising agency and client conflict", Journal of Communication Management, Vol. 1 No. 3, pp. 231-246. https://doi.org/10.1108/eb023426