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Agencies' problems with advertisers in the Middle East

Date of publication: January 1, 1994

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Lance de Masi, Harout Krikorian

Abstract:

Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS  technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA Conference. The current study, conducted among a cross-section of general managers of advertising agencies, provides a hierarchy of complaints on several aspects of advertiser behaviour and attitude. These rank orderings are determined by the respondents collective assessment of the importance of each problem and the frequency of its occurrence. The findings reveal agency dissatisfaction with client remuneration levels and practices, the level of advertising expertise In advertiser organisations and client capability to handle productively agencies as valued partners/resources. Impact/BBDO reviews the issues and provides suggestions for progress toward their resolution.

Lance de Masi

Author

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Harout Krikorian

Author

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Advertisers' problems with agency service in the Middle East

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Authors: Harout Krikorian, Lance de Masi

 

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Citation

Krikorian and de Masi (1992a, June 15). Advertisers' problems with agency service in the Middle East. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/advertisers-problems-with-agency-service-in-the-middle-east


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Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

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Milne and Maggs (1994a, January 01). Advertising consumption in the Middle East. ANA - ESOMAR. Retrieved May 13, 2025, from


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Citation

de Masi and Krikorian (1994a, January 01). Agencies' problems with advertisers in the Middle East. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/in-search-of-mnemonics-for-the-middle-east