A Comparative Analysis of Advertising Practices in Unlike Environments A Study of Agency-Client Relationships

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Abstract

After examining the structure and present characteristics of advertising industry practices, this paper looks at the functions of advertising in developed versus less-developed countries (LDCs) and critically compares the role and functions of advertising agency and client relationships in countries as diverse as Turkey, Sweden and Canada.

Original languageEnglish (US)
Pages (from-to)121-146
Number of pages26
JournalInternational Journal of Advertising
Volume5
Issue number2
DOIs
Publication statusPublished - Jan 1 1986

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All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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