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    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2018 Theses (MU)
    • 2018 MU theses - Freely available online
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    Relationship counseling for advertising agencies and clients : a textual analysis of framing in trade publications

    Gnibus, Alexandra Mae
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    [PDF] GnibusAlexandraResearch.pdf (392.8Kb)
    Date
    2018
    Format
    Thesis
    Metadata
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    Abstract
    Although the conflicts between agencies and clients have existed for as long as advertising agencies have existed, agencies and clients have appeared to face increasing difficulty maintaining their relationships. Many previous studies have used the survey and interview methods to understand the factors contributing to agency-client relationship problems, largely ignoring what industry media outlets have to say about these problems. In response to the need for a better understanding of industry discourse, this study used a qualitative textual analysis to investigate ways in which three prominent advertising and PR trade publications, Ad Age, Adweek and PRWeek, have framed issues in the agency-client relationship from 2015-2017.
    URI
    https://hdl.handle.net/10355/67617
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • 2018 MU theses - Freely available online
    • Journalism electronic theses and dissertations (MU)

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