Abstract
An Empirical Study on Advertising Agency Selection and Evaluation of the Local Client
Ha, Bong-joon(Assisitant Professor, School of
Mass Communication, Youngsan Univ.) Rhee, Sang-hoon(Full-time Lecturer, School of Mass Communication, Youngsan
Univ.)
The purpose of this study is to make empirical investigation
into advertising agency selection and evaluation of
the local client for the local agency¡¯s developing
plan. The following research questions were formulated
for this study.
1. What are mainly considered factors
when the local client selects a agency?
2. How is the
local agency evaluated in comparison with the agency
that is located in Seoul?
3. What should be improved
for the development of the local agency?
To get the
proper answers, a total of 172 persons who have been
employed in local agencies and clients located in Busan,
Ulsan and Gyeongnam-do are surveyed for this study.
T-test, factor analysis and regression analysis were
chosen as the appropriate statistical techniques. The
main results are:
1. The local client considers transaction
and cost more importantly when they selects a agency.
2. The local client estimates that local agency is better
than the agency in Seoul about transaction and cost.
3. The local client wants the local agency to improve
its own abilities - advertising planning, marketing
consulting, IMC, research and creative power.
Key words : local agency, local client, advertising
industry, client satisfaction
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