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Article
Publication date: 15 August 2016

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

Keywords

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Book part
Publication date: 6 August 2013

Richard L. Gruner, Damien Power and Paul K. Bergey

This chapter explores the role that social media can play to support entrepreneurs in managing complex interfirm communities. As companies increasingly operate in highly…

Abstract

Purpose

This chapter explores the role that social media can play to support entrepreneurs in managing complex interfirm communities. As companies increasingly operate in highly connected environments, it is important to move beyond corporate networks, and understand and build corporate social communities (CSCs) that underpin organizations.

Design/methodology/approach

The authors conducted 14 case studies at member firms of GS1 Australia — a not-for-profit association dedicated to the development, implementation, and promotion of information technology standards to improve supply chain management.

Finding

The gathered data illustrate a number of common challenges managers typically encounter in their supply chain operations. In response to these challenges, the authors propose distinct ways in which CSCs can leverage and transform interfirm relationships and support operational goals.

Research limitations/implications

The empirical investigations were limited to the supply chain context, and Australian companies. The benefits pertinent to CSCs were only explored conceptually. Further studies should address these limitations.

Practical implications

We provide empirical evidence supported by theoretical insights that CSCs are powerful tools that community designers and managers can leverage to transform business-to-business (B2B) relationships.

Originality/value

The originality of this study resides in advancing theoretical understanding and providing practical managerial guidance on how to best deploy CSCs in a supply chain context. Additionally, we consider the role CSCs play in different stages of B2B relationships, and the reasons why most managers are hesitant to adopt CSCs.

Details

Social Media in Strategic Management
Type: Book
ISBN: 978-1-78190-898-3

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Article
Publication date: 16 February 2015

Ferdinando Fasce and Elisabetta Bini

– The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Abstract

Purpose

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Design/methodology/approach

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Findings

The paper argues that there is a need to further qualify and deconstruct the notion of “Americanization” by integrating the now well-established notions of “hybridization” and “mediation” with more specific attention to the competing “hearts and souls”, the different strategies and discursive practices that different individual actors (American, British and Italian) operating within the Italian advertising business tried to instil into goods and consumers and the economic and cultural results that they achieved.

Originality/value

This is the first research on the history of Italian advertising that fully places it within a transnational and comparative perspective using so far unpublished records, aiming at moving beyond traditional, eastbound Americanization frameworks through a detailed empirical investigation.

Details

Journal of Historical Research in Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 7 February 2018

Robert Crawford and Matthew Bailey

The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate…

Abstract

Purpose

The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate its utility. These case studies are framed within a theme of market research and its historical development in two industries: advertising and retail property.

Design/methodology/approach

This study examines oral histories from two marketing history projects. The first, a study of the advertising industry, examines the globalisation of the advertising agency in Australia over the period spanning the 1950s to the 1980s, through 120 interviews. The second, a history of the retail property industry in Australia, included 25 interviews with executives from Australia’s largest retail property firms whose careers spanned from the mid-1960s through to the present day.

Findings

The research demonstrates that oral histories provide a valuable entry port through which histories of marketing, shifts in approaches to market research and changing attitudes within industries can be examined. Interviews provided insights into firm culture and practices; demonstrated the variability of individual approaches within firms and across industries; created a record of the ways that market research has been conducted over time; and revealed the ways that some experienced operators continued to rely on traditional practices despite technological advances in research methods.

Originality/value

Despite their ubiquity, both the advertising and retail property industries in Australia have received limited scholarly attention. Recent scholarship is redressing this gap, but more needs to be understood about the inner workings of firms in an historical context. Oral histories provide an avenue for developing such understandings. The paper also contributes to broader debates about the role of oral history in business and marketing history.

Details

Journal of Historical Research in Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 15 August 2016

Susan Smulyan

The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization…

Abstract

Purpose

The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising.

Design/methodology/approach

The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising.

Findings

The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries agreed on the importance of advertising as part of transnational capitalism and did not need to outline, or follow instructions, on how advertising worked.

Originality/value

Reviewing the history of advertising in a global context reminds scholars that the national advertising industries have different subject positions and yet agree on advertising’s practice and efficacy.

Details

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

Keywords

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Article
Publication date: 1 October 2006

J.S. Panwar and Milan Agnihotri

This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.

Abstract

Purpose

This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.

Design/methodology/approach

Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively affluent western state of Gujarat (India) by using the cluster sampling approach. A simple questionnaire using three point rating scale was administered with the help of moderators. Data were analyzed using the SPSS software.

Findings

It was found that children's ability to decode and process advertising messages and to understand their intents is influenced not only by their cognitive abilities at different age strata but also by their social and personal environments. Social norms related to acceptability and appropriateness of gender behavior also influence the processing of ad messages by the children of both sexes. Other elements like likeability of the model, character or endorser, story line, slogan and the music will create liking or disliking for a particular advertisement and hence decoding of its message.

Research limitations/implications

As it was not possible to use advanced psychometric tools for the study on children, a simple three a point scale used for the purpose could have had its own limitations. Future research can benefit from further improvements in measuring techniques.

Originality/value

How children decode an advertising message and what are the sources of influence is not an actively researched topic in India. The study would therefore contribute towards better understanding of children's processing abilities and designing of effective communication strategies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 18 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 20 February 2009

Rick T. Wilson and Lyn S. Amine

The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in…

Abstract

Purpose

The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE).

Design/methodology/approach

The paper utilizes a longitudinal case‐study approach to present and discuss resource asymmetry between global and local advertising agencies operating in Hungary.

Findings

RBV proves to be valuable theory, revealing an interesting and unexpected range of sources and types of resources that are being used to advantage by local and global agencies competing in Hungary. Earlier historical asymmetries in resource endowments contributed to a notable division between global and local agencies according to market sector. Specific resources, such as reputation, access to global resources, and use of Western‐style business practices, proved beneficial to global firms after Hungarian market liberalization in 1989, while interpersonal relationships have emerged as a valuable resource, regardless of context.

Research limitations/implications

Use of a convenience cross‐sectional sampling method may contribute to some halo effects and personal bias. Additionally, results may be limited in their applicability only to the advertising industry and to Hungary as a specific TE. Future research should validate these findings in other industries and other TEs.

Practical implications

Findings from this study offer marketing managers operating in TEs fresh insights into how asymmetries in resource endowments at various points in an infant industry's life cycle act to influence choice of market positioning strategies and subsequent success of firms competing in the industry.

Originality/value

This paper provides rich detail of the advertising industry in Hungary, suggesting directions for study of advertising industries in other TEs, not only in Eastern Europe. Results from this study increase confidence in the generalizability of RBV theory by demonstrating its usefulness and flexibility when applied to an unusual context in terms of time and space.

Details

International Marketing Review, vol. 26 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 15 August 2016

Leanne White

The purpose of this paper is to examine two significant political advertising campaigns which used the “It’s Time” slogan and to reflect on how these related to official…

Abstract

Purpose

The purpose of this paper is to examine two significant political advertising campaigns which used the “It’s Time” slogan and to reflect on how these related to official, popular and commercial nationalism in Australia. The paper is primarily concerned with two main issues: identifying and examining the variety of images of Australia in two key television advertisements, and exploring the methods by which advertising agencies created positive images of Australia and Australians in the two campaigns. It specifically highlights the significance of the “It’s Time” campaign, which is relevant for scholars and advertisers seeking to understand effective political communication.

Design/methodology/approach

This paper examines television advertisements by using semiotics as the principal methodology. The research methodology devised for the advertisements consists of two main components: a shot combination analysis, also known as a shot-by-shot analysis, and a semiological reading of the visual and acoustic channels of the advertisement.

Findings

This paper examines the use of commercial nationalism in television advertising. As one of many social and cultural influences, advertisements assist the individual in understanding their notion of themselves and their relationship with the wider community – be it local, national, regional or global. The primary focus of this research is the phenomenon of commercial nationalism – the adoption of national signifiers in the marketplace. However, by examining the more general discourse on nationalism, particularly the voice of official nationalism – the promotion of nationalism by the nation-state (or those aspiring to power), the symbiotic relationship between these two complementary brands of nationalism is explored.

Originality/value

The methodology adopted for analysing the two political advertising campaigns offers conceptual and practical value. It provides a consistent set of terms and concepts for further research to build upon. The paper provides insights for the marketing or examination of advertising campaigns. The paper demonstrates the power of market research to inform a framing strategy for a political campaign. The paper contributes to the body of knowledge in this area and thus society’s understanding of these important periods in the nation’s history. In particular, the paper provides an exploration into the “It’s Time” campaign and how it mobilised a broader cultural awakening to engineer success at the ballot box in 1972. The two case studies examined in this paper are relevant to political scientists and media and communication scholars.

Details

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

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Article
Publication date: 7 September 2020

Harmanjit Singh and Somnath Chakrabarti

The purpose ofthis study is to synthesise the findings of existing research on brand-related user-generated content (UGC) in the context of fashion retail and to come up…

Abstract

Purpose

The purpose ofthis study is to synthesise the findings of existing research on brand-related user-generated content (UGC) in the context of fashion retail and to come up with future research directions.

Design/methodology/approach

A systematic literature review of 33 research papers, selected using well-defined criteria, was done. Further, the thematic analysis identified underlying themes and their inter-linkages.

Findings

The inter-linkages of 12 emergent themes were showcased in the form of a causal-chain conceptual framework, highlighting antecedents, mediators, moderators and consequences.

Research limitations/implications

Future research involves six directions, and researchers should empirically test out the proposed conceptual framework and take the given research directions forward.

Practical implications

Retailers should understand UGC motivators to launch targeted campaigns to amplify UGC with firm-generated content and increase overall engagement and sales of a brand.

Originality/value

First, this study fills the gap of missing synthesis of existing studies on UGC about fashion retail by analysing the publication distribution, paper types, data collection tools and techniques and data analysis methods. Second, the authors have proposed a causal-chain conceptual framework based upon thematic analysis of the research literature. The emergent themes touch upon three crucial aspects of marketing on enabling technology, consumer behaviour and marketing tactics. Finally, the academic contribution of this study lies in coming up with six vital research agenda for future research.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 22 October 2019

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

Keywords

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