Report of research about evolving relationships between advertising agencies and clients they serve. Questions: What makes an agency indispensable to its clients? Preferred agency compensation structure? Changes in client-agency relationships that are
12 pages., Online via UI e-subscription., The author compiled restaurant sales and unit count estimates for 155 restaurant chains during 1981 through 1998. Unit-level sales and advertising expenditures were calculated by averaging annual system-wide totals by the number of units in operation during the year. Findings supported hypotheses that national advertising does not provide a positive return to advertising for many chain units and a larger proportion of chains exhibit a positive return to advertising at the system level than at the unit level.
"Agricultural marketers, rural advertisers and advertising agencies in the Midwest are feeling the effects of the depressed U.S. farm economy. Farm billings at the 50 largest agricultural agencies are projected to drop 11.5% in 1986. Farm advertisers increasingly are cutting back their ad budgets."
8pgs, Following is Agri Marketing's annual listing of the largest marketing communications agencies whose clients sell products and services within the agricultural industry and/or to the rural lifestyle consumer.
Annual listing of the largest communications agencies whose clients sell products and services within the agricultural industry and/or the rural lifestyle market.
