Skip to main content
padlock icon - secure page this page is secure

Agency termination decisions by small to medium-sized charitable organizations

Buy Article:

$54.00 + tax (Refund Policy)

Respondents to a mail survey designed to investigate relationships between small to medium-sized charities (SMCs) and their advertising agencies were questioned about the reasons underlying their decisions to change their agencies. It emerged that most SMC clients adopted pragmatic and commercially orientated approaches to the issue of agency termination. 'Market-orientated' charities were more likely to switch their agency within any given period than were others, particularly SMCs which (1) bench-marked their marketing activities against those of competing organizations, (2) experimented with promotional techniques and (3) employed marketing personnel who exerted a heavy influence on a charity's organization and management. Turbulence in the fund-raising environment was also a significant factor. The main reasons cited for agency termination related to poor creativity and the failure of advertisements to generate additional income.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: ADVERTISING AGENTS; AGENCY CONTRACT; MARKET ORIENTATION; SMALL CHARITIES; TERMINATION

Document Type: Research Article

Publication date: September 1, 1999

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more