Relationship Marketing Actions Used by Publicity and Advertising Agencies

Abstract

Relationship marketing arose from a necessity of recognizing customer’s desires, with the intent of building and maintaining relationships enlarging the incentive of purchase and repurchase of products and services. Despite the relationship marketing is a widely investigated topic, little is known about this marketing strategy in the environment of advertising agencies. In this context, the objective of this study was to identify the actions which publicity and advertising agency managers perceive to be relationship actions with their customers in order to retain them. It is a study of quantitative and descriptive character with the publicity and advertising agencies, with the data collected from a questionnaire answered by 135 agencies’ managers. The results, obtained by the means of a multiple linear regression, demonstrate that the publicity and advertising agencies’ managers consider that the adopted relationship marketing practices by these agencies are only to meet the customer’s necessities and a two-way communication. It follows, therefore, that such practices, in the managers’ perception, are the activities performed for the maintenance of clients of the participant agencies in the research, indicating that managers of this type of organization still perceive little the importance of the relationship as a way of attracting and retaining customers, which is the main contribution of this study.