Approaches taken by South African advertisers to select and appoint advertising agencies

Article


Jansen van Rensburg, M., Venter, P. and Strydom, J.W. 2010. Approaches taken by South African advertisers to select and appoint advertising agencies. Southern African Business Review. 14 (1), pp. 1-26.
TypeArticle
TitleApproaches taken by South African advertisers to select and appoint advertising agencies
AuthorsJansen van Rensburg, M., Venter, P. and Strydom, J.W.
Abstract

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 difficult 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 offers a better understanding of the organisational buying process and the importance of selection criteria within the South African context.

PublisherUNISA Press
JournalSouthern African Business Review
ISSN
Electronic1998-8125
Publication dates
Online01 Apr 2010
Print01 Apr 2010
Publication process dates
Deposited29 May 2024
Output statusPublished
Web address (URL)https://hdl.handle.net/10520/EJC92904
Related Output
Is part ofhttps://www.unisa.ac.za/sites/corporate/default/Colleges/Economic-and-Management-Sciences/Journals/Southern-African-Business-Review/Back-issues/2010-Volume-14-Number-1
LanguageEnglish
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