Search results

The study compared values represented in infomercials with values represented in conventional commercials. A total of 318 infomercials and 861 commercials broadcast in Israel in the late 1990s were coded to examine the prominence of value systems and of specific values. Of the three value systems examined – functionalism, hedonism and altruism – functionalism was over three times more frequent in infomercials than in commercials, and altruism was over three times more frequent in commercials than in infomercials. The frequency of hedonism in commercials was 25 percent greater than it was in infomercials. Joy, the most prominent value in commercials, ranked only third in infomercials. Overall, the results show that in spite of the fact that the infomercials are longer than the commercials, they present a more limited selection of values. Infomercials repeatedly mention only the product’s price, its basic qualities and its obvious uses.

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.

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.

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.

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.

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.