This study analyses the decision behaviour of the selection team which makes the choice of an advertising agency. A mail survey was conducted to determine if the size or the evaluative criteria held by selection teams vary by company-specific factors; and if the influence of the role-players vary by the functional role of the decision-maker or the stage of the decision process.The sales revenue of the purchasing organization appears to be the major factor influencing the size of the selection team. It is also clear that influence in the choice process does vary according to the functional role of the participant. The most influential roles appear to be those of the marketing manager j director and the managing director.This study strongly affirms the importance of personal factors as key criteria in the evaluation process, but little significant variation in criteria between different types of company could be identified.
Stored only when both papers are in the corpus — 32 citations exist upstream.
Imported from OpenAlex (CC0) — nothing here is generated.