Date of Award

Fall 1990

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)



First Advisor

Crowley, John H.

Second Advisor

Pokrywczynski, James


Advertising is an integral component of our economic system with a function critical to the health of many businesses. Over the past decade there has been increasing uneasiness among advertisers concerning their trust and confidence in advertising agencies. These uneasy feeling coincide with rising numbers of failed agency-client partnerships. The general objective of this thesis is to develop a better understanding of this relationship as seen from the client's perspective. In this field of creativity, imagination, and chaos, successful relationships are created with untold numbers of recipes. The recipes may vary but through general qualitative investigation common perspectives have surfaced that explain agencies' roles relative to their clients. This thesis is grounded in information obtained through personal interviewing with advertisers who use top 100 advertising agencies. Without their hours of shared input this thesis could never have been completed.