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Article

James Donnelly and John Ryans

Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many…

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

European Journal of Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0309-0566

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Article

B.C. Ghosh and Mak Tzi Ling

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.

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Article

Jacqueline Marrian

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…

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

European Journal of Marketing, vol. 1 no. 1
Type: Research Article
ISSN: 0309-0566

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Article

Damian Hesse and Katja Lurie

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

Journal of Historical Research in Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1755-750X

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Article

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…

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

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

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Article

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…

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

European Journal of Marketing, vol. 28 no. 1
Type: Research Article
ISSN: 0309-0566

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Article

David S. Waller

This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client…

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

Marketing Intelligence & Planning, vol. 22 no. 1
Type: Research Article
ISSN: 0263-4503

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Article

Robert Crawford

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

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

Journal of Historical Research in Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 1755-750X

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Article

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

Marketing Intelligence & Planning, vol. 24 no. 5
Type: Research Article
ISSN: 0263-4503

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Article

Robert Crawford

This paper aims to examine the evolution of the advertising agency and its offices in Australia over the course of the twentieth century. Historical accounts of advertising

Abstract

Purpose

This paper aims to examine the evolution of the advertising agency and its offices in Australia over the course of the twentieth century. Historical accounts of advertising have paid scant attention to agencies’ attempts to organise and manage their offices, as well as the impact that these efforts has had on the work undertaken by agency staff.

Design/methodology/approach

This study draws on reports in the advertising industry press, as well as oral history testimony to examine the agencies’ changing layout and interior design. It identifies three distinct periods, which reveal the impact of modernist and post-industrialist ideas on the organisation and functions of the advertising agency’s offices and, indeed, their impact on the agency’s outputs.

Findings

This examination of the office space within the agency setting not only offers a new perspective of the advertising agency business as a whole but also demonstrates the importance of material culture for historians working across management, business and marketing fields.

Originality/value

The originality of this study lies in its use of material culture and space as a tool for examining management history and understanding its impact on everyday work practices. By charting the changes reflected in advertising agency office spaces, this study also offers a unique overview of the ways that management practices have historically interacted with business work spaces.

Details

Journal of Management History, vol. 24 no. 4
Type: Research Article
ISSN: 1751-1348

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