Abstract
The stakes are high for both advertiser and agency with rewards and penalties that accompany taking risks in advertising. Perceptions of advertising risk will likely differ from an advertiser's or agency's perspective. To date, advertisers have been the focus of advertising risk studies. The indications are that advertising manager's view risktaking as context-specific given the company's internal and external situation. This paper examines the attitudes of advertising agencies towards advertising risk-taking.
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West, D.C., Miciak, A.R. (2015). Risk-Taking in Advertising Agencies: A Stakeholder Perspective. In: Noble, C. (eds) Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13078-1_8
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DOI: https://doi.org/10.1007/978-3-319-13078-1_8
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