The problems inherent in compensating advertising agencies for their services are treated in terms of criteria for risk sharing between advertiser and agency. A conceptual framework is developed which relates the degree of uncertainty and the degree of involvement of the agency to a general class of financial relationships between advertiser and agency.
Get full access to this article
View all access options for this article.
References
1.
Business Week, “Marketing Outlook,” No. 1919 (June 11, 1966), 91.
2.
Department of Defense, Incentive Contracting Guide, U.S. Air Force, AFP 70-1-5, 1965.
