Search results
1 – 10 of over 22000Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many study…
Abstract
Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many study findings, relating particularly to the use of local or US‐based advertising agencies, are examined. Particular concern is to whether or not such factors as the advertiser's attitudes towards cultural factor importance and market area economic development, are considerations in the placing of preparing and placing non‐domestic advertising. Looks at the role of culture and statements to prove advantages and disadvantages in these. Concludes that if a firm uses either US‐based agencies for overseas representation or foreign‐based agencies, its management is displaying some concern for the cultural and other differences forced between markets.
Details
Keywords
The advertising industry in Singapore faces an acutely competitiveenvironment which demands a high level of service from agencies withtotal quality management (TQM) as the…
Abstract
The advertising industry in Singapore faces an acutely competitive environment which demands a high level of service from agencies with total quality management (TQM) as the perspective. Mere excellence in creativity with its high focus on product, rather than the market, is no longer sufficient. Supports this hypothesis by a survey.
Details
Keywords
Maintains that the purpose of this study – which was a general survey of the relationships between UK advertisers and their advertising agents – was to identify the nature of the…
Abstract
Maintains that the purpose of this study – which was a general survey of the relationships between UK advertisers and their advertising agents – was to identify the nature of the interests of organisations and of individuals charged with the maintenance of contact between them in the production of advertising material. Chronicles the study that took the form of a survey of attitudes and opinions of members of client and agency organisations. Concludes that the main interpretation to be drawn from the research data with respect to formalisation is that there exists a valid case for more specificity in client‐agency associations.
Details
Keywords
Carolina Serra Folch and Cristina Martorell Castellano
This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight…
Abstract
Purpose
This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas – the first documented advertising agent in Spain to this day – in shaping the emerging Spanish advertising industry at the end of the 19th century.
Design/methodology/approach
The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A.
Findings
In its early years, the agency’s participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country’s business sector.
Practical implications
This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with other names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós.
Originality/value
Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.
Details
Keywords
Dorit Zimand-Sheiner and Amir Earon
The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current…
Abstract
Purpose
The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions.
Design/methodology/approach
In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles.
Findings
The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment.
Research limitations/implications
It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined.
Originality/value
The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.
Details
Keywords
Erdener Kaynak, Orsay Kucukemiroglu and Yavuz Odabasi
Suggests that, parallel with the rapid developments taking place in themanufacturing sector, the advertising industry is also experiencing astage of rapid development in most of…
Abstract
Suggests that, parallel with the rapid developments taking place in the manufacturing sector, the advertising industry is also experiencing a stage of rapid development in most of the advanced developing countries, as evidenced by the increasing number of advertising agencies and total billings. Examines present structured characteristics of Turkish advertising agencies and critically compares the role and functions of the advertising agency and client relationships in that country.
Details
Keywords
This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships…
Abstract
This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle for agency‐client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency‐client relationships and identify possible areas for further research.
Details
Keywords
This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J…
Abstract
Purpose
This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J. Walter Thompson and McCann Erickson into the Australian market in the 1930s and 1960s.
Design/methodology/approach
This study undertakes a comparison of the strategies and initiatives implemented by J. Walter Thompson and McCann Erickson as documented in the agencies’ respective archival collections as well as industry press reports.
Findings
The similarities between J. Walter Thompson and McCann Erickson reveal that globalisation of the advertising industry was both driven and restricted in even parts by profitability and pragmatism.
Originality/value
The experiences of the J. Walter Thompson and McCann Erickson agencies in establishing their Australian operations offer a unique, long-term view of the emergence and development of a global advertising industry.
Details
Keywords
Helen Gabriel, Rita Kottasz and Roger Bennett
To examine the extent to which “account planners” in advertising agencies use formal academic models of “how advertising works” and to identify the factors that discourage…
Abstract
Purpose
To examine the extent to which “account planners” in advertising agencies use formal academic models of “how advertising works” and to identify the factors that discourage non‐users from applying academic advertising theory.
Design/methodology/approach
Account executives in 152 full‐service and 72 creative advertising agencies in the UK completed a questionnaire concerning the use of formal models, preferences for developing those in‐house versus adopting pre‐existing “textbook” prescriptions, and factors that might discouraged application of academic advertising theory in any form. The data collected were interpreted by means of factor analysis, structural equation modelling and correspondence analysis, and conclusions drawn with respect to theory and practice.
Findings
There was considerable ignorance of formal models of advertising effect. Agencies using them typically favoured the hierarchy‐of‐effects variants. Although more than a third of the sample eschewed models, there was little evidence of animosity towards advertising theory of itself. Non‐adoption was significantly explained by constructs drawn from the academic literature of knowledge dissemination.
Research limitations/implications
It was not possible in this study to establish precise details of agencies' in‐house proprietary models, so the degree to which those reflected either current practice or textbook prescriptions could not be determined.
Practical implications
The study emphasises the pressing need to harmonise formal models of “how advertising works” with conceptual frameworks used by advertising agencies in practice (if any), for the improvement of campaign planning and evaluation.
Originality/value
This is the first empirical study to investigate the extent to which advertising theory is actually used by account planners in advertising agencies.
Details
Keywords
The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.
Abstract
Purpose
The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.
Design/methodology/approach
The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.
Findings
The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.
Originality/value
This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.
Details