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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

client

The scale has three, five-point items and assesses the degree to which a person believes that feedback from agency personnel as well as from the client are used to evaluate the job performance of advertising agency account planners. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.

Three, seven-point Likert-type statements are used to measure the level of anxiety and loss of control felt by the client regarding its working relationship with its advertising agency.

The scale is composed of four, seven-point Likert-type statements that are used to measure the degree of satisfaction a client has with its advertising agency based upon its work process and performance.

Five, seven-point statements are used to measure the degree of certainty an advertising client has about the outcome goals of his/her part of the client-agency relationship.

The scale is composed of three, seven-point Likert-type statements that are used to measure the degree of satisfaction a client has with its advertising agency based upon the personal relationships with agency personnel.

The degree of certainty an advertising client has about performing his/her part of the client-agency relationship is measured with four, seven-point statements.

The three, seven-point items are used to measure the degree of importance a person believes should be placed on an advertising agency's ability to provide assistance in developing business strategy when making a choice among agencies. As written, the scale does not measure a person's attitude toward a specific agency's ability but rather the role this criterion should play in general when making a selection among agencies.

The scale is composed of six, seven-point items that are intended to measure the extent to which a person believes the breadth of services available from an advertising agency is a very important criterion that should be used by a client when making the selection decision.

The five, seven-point items are used to measure the degree of importance a person believes should be placed on an advertising agency's creative ability. As written, the scale does not measure a person's attitude toward a specific agency's ability but rather the role this criterion should play in general when making a selection among agencies.

The scale is composed of three, seven-point items that are intended to measure the degree of importance a person places on the integrity of an advertising agency and agreement on goals. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.