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MEASUREMENT - How Businesses Buy Advertising Agency Services: A Way to Segment Advertising Agencies' Markets? The segmentation of advertising agencies' clients is usually based on situation-specific factors such as industry size or type. This research presents a test of an important new, universal approach to segmentation -- The market orientation of agencies' clients. Differences in behavior of ...

Na, Woonbong; Marshall, Roger; Son, Youngseok - In: Journal of advertising research 43 (2003) 1, pp. 86-95

Persistent link: https://www.econbiz.de/10006505758

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

Na, Woonbong; Marshall, Roger; Son, Youngsook - In: Journal of advertising research 39 (1999) 3, pp. 33-42

Persistent link: https://www.econbiz.de/10006518846

Endorsement Theory: How Consumers Relate to Celebrity Models

Marshall, Roger; Na, WoonBong; State, Gabriel; Deuskar, … - In: Journal of advertising research 48 (2008) 4, pp. 564-572

Persistent link: https://www.econbiz.de/10008163236

Endorsement theory : how consumers relate to celebrity models

Marshall, Roger; Na, Woonbong; State, Gabriel; Deuskar, … - In: Journal of advertising research 48 (2008) 4, pp. 564-572

Persistent link: https://www.econbiz.de/10003797982

A service of the