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Purchasing Professional Services: The Case of Advertising Agencies
Author(s) -
West Douglas C.
Publication year - 1997
Publication title -
international journal of purchasing and materials management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.75
H-Index - 92
eISSN - 1745-493X
pISSN - 1055-6001
DOI - 10.1111/j.1745-493x.1997.tb00025.x
Subject(s) - purchasing , agency (philosophy) , business , marketing , advertising , relation (database) , advertising account executive , online advertising , the internet , sociology , database , world wide web , computer science , social science
IN BRIEF Purchasing managers are often tasked with the purchase of such professional services as legal, engineering, computing, and advertising. This article focuses on the purchase of advertising services. The main conclusion is that purchasing managers should play a role in relation to the efficiency of the advertising agency rather than the effectiveness a commercial contribution rather than a marketing contribution. They should collaborate with marketing as part of the team selecting, evaluating, and monitoring agencies. Purchasing's role may also extend to involvement with the advertising agency suppliers, depending on the relationship between purchasing and marketing/advertising, the nature of the commitment with the agency, and the expertise of the purchasing managers. Benefits to both the buying firm and its agencies from such involvement are identified and recommendations are offered for purchasing professionals involved in the team purchasing of advertising services.