Since 2014
Approaches taken by South African advertisers to select and appoint advertising agencies
Southern African Business Review
View Archive Info| Field | Value | |
| Title |
Approaches taken by South African advertisers to select and appoint advertising agencies
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| Creator |
Jansen van Rensburg, M
Venter, P Strydom, JW |
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| Subject |
advertising agencies, advertisers, appointment, switching barriers, selection criteria, acquisition, buying centres and buying decision approaches
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| Description |
Pitch and industry guidelines play an important role in awarding advertising agency contracts, but agencies must take into account that not all advertisers will adhere to these guidelines. The exploratory research study on which this article reports provides insight into the appointment process and selection criteria applied during the appointment of advertising agencies. This article examines the views of 116 senior marketing executives in South Africa to determine typical decision processes followed when advertising agencies are appointed. Consideration is also given to the structural arrangements in place, the composition and size of buying centres, switching barriers that make it more diffi cult or costly for advertisers to change agencies and selection criteria used to appoint advertising agencies. Data were obtained by means of structured questionnaires administered via a web-based survey. The findings provide advertisers with insights into procurement decisions and selection criteria and can also provide valuable insight to agencies with regard to buying decision approaches taken by advertisers. Insight into the size and composition of buying centres adds to agencies’ understanding of who to target during customer relationship-building initiatives. From an academic perspective, this research off ers a better understanding of the organisational buying process and the importance of selection criteria within the South African context.
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| Publisher |
College of Economic and Management Sciences (UNISA)
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| Contributor |
—
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| Date |
2012-05-11
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://www.ajol.info/index.php/sabr/article/view/76345
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| Source |
Southern African Business Review; Vol 14, No 1 (2010)
1998-8125 1561-896X |
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| Language |
eng
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| Relation |
https://www.ajol.info/index.php/sabr/article/view/76345/66804
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| Rights |
Copyright on articles is retained by the author(s). The editor and reviewers of SABR cannot accept any responsibility for the infringement of authors' rights or copyright.
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