This paper examines the perceptions of executives in the United States and United Kingdom concerning global advertising trends and the advertising agency-client relationships. Understanding the types of advertising tasks and the roles played by executives allows marketers and advertisers to develop appropriate communication strategies important in maintaining this relationship. Managerial and strategic recommendations for global marketers and advertisers are discussed as well.
No takes yet. Share an insight, caveat, or question.
Nejdet Delener (1996) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context: