Executive Summary

In the advertising industry, the agency-client relationship recognises the association between an advertising agency and their client. The nature of this service is a high risk and high involvement purchase which makes the information search a crucial element of the buying process. Understanding the drivers of this buying behaviour will enable the agency to become more responsive to their clients needs and tailor their services to positively influence the relationship. The foundations for a successful agency-client relationship rely on understanding:
1. What are the key drivers of successful client retention?
2. Are these in line with the key success factors for new client attraction?
In response to answering these questions, our report aims to investigate segmentation and buyer behavior within the advertising industry.

The selection and retention criteria of advertising agencies can be described by three distinct elements:
1. Relationship Management:......

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Title: Buyer Behaviour In Advertising Industry
Approximate Word Count: 4164
Approximate Pages: 17 (250 words per double-spaced page)

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