An Assessment of Advertising Agency Service Quality - Advertising agency services must be marketed like any other product or service -- Attempts to establish the relevant evaluative criteria used when customers s,elect an agency abound. This work suggests that agency clients merely use top-of-the-mind recall for aspects of agency services in order to make their choice
Year of publication: |
1999
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Authors: | Na, Woonbong ; Marshall, Roger ; Son, Youngsook |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 3, p. 33-42
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