Question

Topic: Advertising/PR

Factors Affecting Agency- Client Relationship’s

Posted by Anonymous on 12/9/2010 at 1:51 PM ET 500 Points
Dear All,
I am student at University of Westminster, London, completing my MA in Marketing Management and I require your assistance in my research.
Advertising agency-client relationship plays an important role in success of advertising campaigns. Many researchers have concluded that longevity agency-client relationship is an important area of research in current business environment. This research intends to analyse various factors which strengthens this relationship, and factors which affects the longevity of relationship.
I am facing difficulties in getting responses from Advertisers and Agencies primarily in London as survey sent to companies never reaches to the right people. I am seeking for opinions regarding how I shall get in contact with
A) Advertisers- who deal with advertising agency personnel.
B) Account Managers – who deal with clients (Advertisers)
May I request you to provide me details of person and email address, whom you might know dealing in above roles and any further suggestions in completing my research.
Mean while, if you have experience in any of above roles, May I request you to fill in the questionnaire by clicking appropriate links bellow.
I am certain; your valuable feedback will encourage me in identifying the key factors in agency-client relationship. This research is academic; hence participant’s feedback and information will strictly be kept confidential. An electronic copy of the executive summary and key findings will be provided for your records.
Please click on the link below and complete the questionnaire. The questionnaire will take not more than 10 minutes.

If you are ADVERTISERS click this Link: https://spreadsheets.google.com/a/my.westminster.ac.uk/viewform?formkey=dER...
If you are ADVERTISING AGENCY PERSONNEL click this Link:
https://spreadsheets.google.com/a/my.westminster.ac.uk/viewform?formkey=dHh...
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RESPONSES

  • Posted by Gary Bloomer on 12/9/2010 at 6:07 PM Accepted
    Dear peshaveamit

    Both links above result in the following message:

    "We're sorry, (my e-mail address) does not have permission to access this spreadsheet."

    You might want to fix this.

    But as for providing e-mail addresses of people in the industry? That's a bit of a stretch. Here's why:

    No one on this forum knows you from a hole in the ground. And sadly, BEFORE you can expect people to give you all kinds of information, you'll do more to help your cause by giving more evidence that you've done as much as you can
    to help yourself.

    The other route you might want to take is to connect with the people you need to connect with via LinkedIn, Facebook, and via Twitter, and in those messages, tell people what you can do FOR THEM, before you begin asking for the keys to the castle.

    That way, people will be more inclined to help you.

    Before you can get it's often helpful to give.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA
  • Posted on 12/9/2010 at 6:46 PM Author
    Dear Gary Bloomer,

    Thank you very much for your response. Infact, Its the most valuable one.You must have noticed that it asked a google and westminster university log in details. This occured due to the university server been down for four hours, participants couldnot get access the spreadsheets. The servers are working fine and the the spreadsheets can be accessed now. Thank you very much for your honest comments.

    A brief regarding the database I am woking on-
    1. IPA agency UK Database:
    2. AFL Media guardian , Nielsen Media Research February 2010 , Top 100 advertisers and agencies.Published by Emap Insight. www. brandinsight.com
    3. East London Advertisers-agency directory.

    Referels from My qualitative research and contacts.

    I am already working on the Social networking site and contacts.

    Regards,

    Amit Peshave
  • Posted by Jay Hamilton-Roth on 12/9/2010 at 11:37 PM Accepted
    (Aside: there are a number of typos & grammatical errors in your questionnaire including "Strongly Dsagree", "REAONS", and "optioal")

    First: why should someone spend time to fill out your survey? What's the benefit to them?

    Next: have you tried to call different agencies directly and ask for a human contact (not just an email address)?

    Finally: once someone fills in the form, have you asked them to recommend others to complete the form?
  • Posted by Chris Blackman on 12/10/2010 at 12:46 AM Accepted
    I don't think it's that big an ask for KHE members to complete the survey.

    The key thing for me is that the asker is offering to share the learning derived by providing an electronic copy of the survey results which in my view demonstrates a good collegiate attitude, and is a benefit, if you're in that kind of business, which most of us are.

    My only concern is over the quality of the survey itself. However, it must be recognised the asker is a student, and English might not be his or her first language. I completed the survey as an advertiser, and I found I was gritting my teeth over some of the questions because there is a supposition the respondent is in a relationship with an agency now, and that they have had prior relationships with agencies, none of which might be true.

    If those really are key factors, there should be a series of "qualify or dump" questions to filter who gets through to the main questionnaire or not.

    As far as getting others to participate - well, the asker could tweet this question (KHE has offered that facility for quite a while now) and relay the tweet via Facebook and LinkedIn etc., pretty much as Gary suggested.

    Hope that helps.

    ChrisB
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