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Why Marketers Should Be More Transparent with the Ad Agencies They Hire

Jun Heo, Assistant Professor at the Manship School of Mass Communications, Louisiana State University and John C. Sutherland, Professor and Chair Emeritus, University of Florida, writing in the December 2015 Journal of Advertising Research present their research on the marketer-media planner relationship.  Their research, from the media planner point of view, describes how the relationship can be improved.  The authors suggest that both information sharing and transparency by marketers have the potential to contribute to a long-term relationship with media planners, which would have financial and other benefits for both agencies and marketers.  Professors Heo and Sutherland suggest specific information-sharing actions that marketers can take to engage media planners.  They also suggest that future research should explore the client’s view on this subject.

 

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