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1
Marks, Danelle Miller. "A comparison of attitudes toward corporate advertising : corporate executives and advertising agency executives." Virtual Press, 1986. http://liblink.bsu.edu/uhtbin/catkey/474662.
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The purpose of this thesis was to examine the attitudes toward corporate advertising held by those individuals most closely associated with it: corporate and advertising agency executives. No previous research had been conducted in this particular area.An attitude scale was administered to eighty-two corporate and advertising agency executives, representing a sample from Fortune's one hundred largest corporations and the one hundred largest advertising agencies. A frequency distribution, factor analysis, and Q-study were conducted on the data collected.Findings showed the general attitude toward corporate advertising to be favorable. Two factors underlying respondent's attitudes were revealed and broadly identified as "positive value" and "negative value." Rather than viewing corporate advertising in specific terms, respondents' attitudes were factored on the basis of valence, or direction of the statements.The Q-analysis identified three types of attitude patterns existing among the respondents. Type I respondents represented large industrial manufacturers who believe corporate advertising is an effective tool for improving employee morale and recruiting new employees. Type II, consisting of advertising agencies involved in marketing to consumers, saw corporate advertising as a tool for increasing corporate awareness and creating unity among products. A conglomeration of industrial manufacturers, consumer goods manufacturers, and advertising agencies, Type III viewed corporate advertising as an effective part of a total plan, though not capable of achieving tangible objectives by itself. Type and size of firm were the only demographics which could be significantly related to the attitude patterns.These findings indicate that although differences can be found in the management function provided by corporate advertising, respondents hold similar favorable attitudes toward corporate advertising.
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Lester, Andrew James. "Advertising agency diversity and multiculturalism in television commercials." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/30617.
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Millions of people in South Africa watch television commercials on a daily basis. Advertising either shapes or reflects society. Either way, the relationship between diversity in advertising agencies and the diversity reflected in the work they produce is important in South Africa. This research is exploratory and qualitative. Four case studies were conducted which entailed four campaigns (two from each agency) and two clients (one per agency). There were ten commercial outputs from the four campaigns. Content analysis was conducted on the commercials with particular reference to the portrayal of age, gender and race. Creative team members from each of the four creative teams were interviewed, as well as other staff from agency and the clients. In total 27 in-depth interviews were conducted. Cross case analysis sought to identify relationships between creative team level diversity and multiculturalism in creative outputs, as well as emerging themes or explanatory factors. This revealed that creative teams’ race and gender diversity appeared to have an influence on the portrayal of race and gender in television commercials. Age in advertising agencies and agency creative outputs was consistently youthful across all four campaigns. Market segmentation and targeting using age, gender and race emerged as a contributory factor. Diversity in creative teams appeared to have an influence on the depiction of diversity in commercials, and larger more diverse teams emerged as a possible mechanism for targeting multicultural audiences.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
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Nilsson, Fredric, and Jens Karlsson. "Determining factors in the selection of an advertising agency : A case study of three advertising buyers to small advertising agencies." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-27746.
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Bouchetoux, François. "Timely lives and lively times in a French advertising agency." Thesis, University of Leicester, 2008. http://hdl.handle.net/2381/28959.
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The thesis presents an ethnographic study of a group of cultural intermediaries at work in a French advertising agency. A theoretical frame drawn from selected works in cultural economy, sociology and philosophy is deployed to address the ill-understood nature of uncertainty in practice-based research on advertising. Practice-based accounts by marketers, sociologists and anthropologists typically suggest that advertising agencies are unstable businesses because they work with unpredictable stakeholders (consumers and above all clients), and because they struggle to establish the legitimacy of their expertise. The problem with this argument, however, is that whilst it insists on the fragmented identities of practitioners locked in their doubts, anxieties and even myths, the everyday nature, experience and ways in which cultural intermediaries deal with such uncertainties are underexplored. During the three-month empirical study multiple research methods were used to collect data, including participant observation, interviews and visual techniques. It was established during fieldwork that uncertainty is best expressed in the awkward relationships practitioners entertain with time. The analysis of these relationships runs through three analysis chapters. One explains how imaginative conversations, practices and uses of objects seek to restrain time-related uncertainties by ―constructing‖ time. The second further analyses this construction by describing the ways in which practitioners unshackle themselves from their feelings of wasting time. The third relates this construction to the ways in which time is incorporated into creative work and sold to clients. The thesis contributes a deeper and temporally-based interpretation of uncertainty to the small number of ethnographic studies of advertising agencies.
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Lynch, Brenda A. "Generating creative ideas at work a qualitative study of an advertising agency and a state rehabilitation agency /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1117570358.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xi, 166 p.; also includes graphics. Includes bibliographical references (p. 154-160). Available online via OhioLINK's ETD Center
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Lynch, Brenda. "Generating creative ideas at work: a qualitative study of an advertising agency and a state rehabilitation agency." The Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=osu1117570358.
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Siman, Salvador José. "Agency-client relationships before and after mergers in the advertising industry." Thesis, Massachusetts Institute of Technology, 1989. http://hdl.handle.net/1721.1/33808.
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Badurina, Anka Veronika. "Creating Gendered Television Advertisements : Anthropological Studies in a Japanese Advertising Agency." Kyoto University, 2003. http://hdl.handle.net/2433/148955.
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Kyoto University (京都大学)0048
新制・課程博士
博士(人間・環境学)
甲第10320号
人博第207号
14||171(吉田南総合図書館)
新制||人||51(附属図書館)
UT51-2003-H741
京都大学大学院人間・環境学研究科文化・地域環境学専攻
(主査)教授 福井 勝義, 教授 松島 征, 助教授 田中 雅一
学位規則第4条第1項該当
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Nordström, Anton, and Vincent Pontho. "Advertising agencies’ attractiveness in the exploration phase." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-90594.
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This paper digs deeper into the concept of attraction and what makes a marketing agency attractive. The authors focus on the very first stage of a business relationship before the project sets off, seeking to uncover what attraction is and which factors influence it. Through 6 semi structured interviews with companies which has been in a business relationship with marketing agencies the authors investigates what attracted them to that particular agency. As new information appeared in the interviews, the theoretical framework has been extended with more material. At the end of the paper the authors present a model which describes the components of attraction. The model is then discussed and explained.
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Bell, Ralitza. "An empirical investigation of factors predicting the choice of an advertising agency." Thesis, Australian Catholic University, 2016. https://acuresearchbank.acu.edu.au/download/2e7039999750a3a59fead6f171af6790a5cac2d3634a415a152fcc0c54469f96/2115476/Bell_2016_An_empirical_investigation_5yrEMBARGO.pdf.
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Johansson, Tina, Martin Eklind, and Martin Samuelsson. "B2B Relationships in the Advertisement Business : A Study of Advertising Agency-Client Relationships." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1206.
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Abstract
In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. Being able to communicate to customers in a creative and more direct way is vital in order to survive in a global battlefield. One interesting question is how one should involve external expertise in achieving successful marketing in an effective manner. There seem to be difficulties in maintaining long-term agency-client relation-ships and one could question why? Quite often one finds clear differences reflecting role defi-nition and what the parties expect of each other.
The purpose of this thesis is to analyse the relationship between advertising agencies and their clients. The authors aim to investigate how companies use external influence/advertising agencies in their marketing communication process and identify the crucial factors leading to suc-cess/failure of agency-client relationships.
A pre-study was made in order to get an understanding about the actual situation on the field, and gave us the interest in investigate the agency-client relationship. Then, a qualitative multiple case studies have been made and gave a relatively good insight in the agency-client relationship. Insight in where the relationships are lacking and where improvement is needed.
The authors discovered that why agencies and clients fail in their relationships, many times is a result of miscommunication and misunderstandings. Attitudes towards each others field of op-erating and lack of dialogue seem to be the reasons why this appears. They need to meet at a level somewhere in between the points at the present, hence need for agencies to have a deeper understanding than present client desire and for agencies to be able to adjust to client needs, and correlating their abilities. The key is communication. A lot of the improvements is up to agencies in mediating and marketing themselves in a more efficient manner than today. Advertising agencies are often failing in establishing an effective communication process with their clients.
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Johansson, Daniel, and Johan Koos. "Ranking of key factors when a company makes their choice of advertising agency." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11188.
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Khouri, Ahmed Shams. "The feasibility of establishing an internet advertising agency in the United Arab Emirates." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1971.
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The subject selected for this research project is the identification of the strategies to establish an Internet market agency in the United Arab Emirates(UAE) that offers advertising assistance via web sites to companies doing business in this country.
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Boström, Louise, and Elin Hoffmeister. "What is creativity - a study of the usage and interpretation at an advertising agency." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-94554.
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Inom kreativitetsforskningen har det gjorts omfattande studier för att försöka definiera och mäta kreativitet. Innebörden av kreativitet har förändrats utifrån de historiska och kulturella sammanhang som begreppet använts inom. Genom att förstå begreppet kreativitet menar forskare att människan kan lära sig att identifiera och förstå varje persons unika kreativa förmågor. Det gör oss även till bättre problemlösare - då kreativitet enligt vissa forskare berör olika problemlösarstilar. Sist men inte minst är det viktigt att förstå begreppet kreativitet då det ger människan intellektuell tillfredsställelse. Genom denna studie vill författarna försöka klargöra den egentliga definitionen av begreppet kreativitet, om någon sådan existerar. Författarna vill även studera om en utvald reklambyrå tolkar begreppet likvärdigt som de utvalda kreativitetsforskarna samt se om den utvalda reklambyrån lever upp till sin egen definition av begreppet kreativitet. Inför denna studie valdes ett fenomenologiskt forskningssätt då författarna ville studera ett fenomen utifrån en utvald fokusgrupps perspektiv, vilket i detta fall var en reklambyrå. Datainsamlingen skedde genom 6 intervjuer av semistrukturerad art, vilket fick representera den praktiska definitionen av kreativitet på den utvalda reklambyrån Byrån. Respondenternas svar resulterade i många olika definitioner och beskrivningar av vad de anser att kreativitet är och det är svårt att ge en övergripande tolkning eftersom svaren skiljer sig åt. En slutsats som författarna av denna rapport kan dra utifrån datainsamlingen är att orden; problemlösning, banbrytande och målinriktat, är de mest omnämnda orden som respondenterna använt för att beskriva kreativitet. Likaså är; okonventionell, lösningsorienterad, öppet sinne och urskiljningsförmåga personliga egenskaper som respondenterna anser att en kreativ person bör besitta. Dessa beskrivande ord och egenskaper återkommer i den vetenskapliga teorin av kreativitet och kan därför till viss del visa på likheter mellan teoretisk och praktisk definition. Dock finns det ingen vetenskaplig definition som exakt överensstämmer med någon av respondenternas svar. Av detta drar författarna av denna rapport slutsatsen att definitionen av kreativitet i praktiken är en subjektiv bedömning som skiljer sig från varje användare av begreppet.Extensive research has been made aiming to define and measure creativity. The meaning of creativity has changed throughout the historical and cultural context. By understanding the concept of creativity, researchers believe that humans can learn to identify and understand each person’s unique creative abilities. The understanding of creativity also allows us to improve our problem-solving abilities. Last but not least, it is important to understand the concept of creativity as it gives people intellectual satisfaction. Through this study, the authors want to clarify the true definition of creativity, if that exists. The authors also want to study whether a selected advertising agency interpreters the term equaly to the selected creativity researchers and see if the selected advertising agency lives up to their own definition of creativity. Prior to this study, a phenomenological research method was chosen as the authors wanted to study a phenomenon based on a selected focus group perspective, which - in this case - was an advertising agency. The data collection was collected through six interviews of semi structured nature, which would represent the practical definition of creativity in the chosen advertising agency.' The respondents' answers resulted in many definitions and descriptions of what they believe that creativity is. It is difficult to give a comprehensive interpretation because the answers differs. The data collection shows that; problem-solving, pioneering and goal-directed are the most mentioned words respondents use to describe creativity. Similarly; unconventional, solutionoriented, open-minded and discernment are all personal characteristics that respondents believe that a creative person should possess. These descriptive words and features recur in the scientific theory of creativity and therefore to some extent show the similarities between the theoretical and practical definitions. However, there is no scientific definition that exactly match any of the respondents answers. From this, the authors of this report concludes that the definition of reativity in practice is a subjective assessment that differs from each user of the term.
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Takemura, Aiko. "Challenges facing the profession of advertising in the digital age : An empirical study of Swedish advertising professionals." Thesis, Södertörns högskola, Institutionen för kultur och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16359.
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This thesis investigates how Swedish advertising professionals experience their work in the digital age. Findings from semi-structured qualitative interviews conducted with 15 people are organized using the concept of “media logic” re-interpreted by Mark Deuze, which covers four aspects of media work: institution, technology, organization and culture. The institution feature covers three developments occurring at the industry level, which are concentration, fragmentation and convergence. How these trends determine the way advertising professionals work is the main topic of this section. The findings show that especially due to extensive pressures from shifts of globalization and digitalization in recent years, an ongoing power struggle is taking place in all three institutional trends. The second feature is technology, in which the focus is to understand how technology shapes the way professionals interact with consumers. Interviewees were well aware of the increasing need to construct an interactive and participatory environment for brands and consumers. However, one should not be naïve and celebrate the powerful role of the consumers, nor assume that all advertising agencies are fully capable of harnessing digital technology. Organization is the third feature, where attention is paid to how professionals organize their projects and work styles. In advertising agencies, a major transformation was evident in the creative department where technologists who understand digital are becoming crucial assets next to art directors and copywriters. The last feature is culture, which examines how professionals perceive the cultures of production that influence the final advertising product. Many referred to positive aspects such as a flat and non- hierarchical culture promoting better collaboration. On the other hand, some interviewees indicated the misrepresentation of gender and ethnicity as problematic. These four features function to critically assess the challenges that lay ahead for Swedish advertising professionals in the digital age.Article manuscript 7,5 hp par of degree: The rising need of technologists in the core creative team of advertising agencies
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Hsu, An-Chi. "The Relationship between service quality and market orientation: an empirical study in the Taiwan advertising industry." NSUWorks, 2009. http://nsuworks.nova.edu/hsbe_etd/45.
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The results of this study provide support for the use of the SERVQUAL and market orientation instruments for evaluating agencies approach to service delivery issues in Taiwan. The results indicate that on two of the five dimensions of the SERVQUAL instrument in particular have the potential for identifying areas of concerns and facilitating focusing on specific concerns and developing mechanisms for addressing these concerns. These areas are responsiveness and reliability. The potential for improving the applicability and sophistication of the instrument also exists. There are clearly issues that can be addressed between the perceptions and expectations of both customers and managers for the advertising agencies. In particular, the results indicate that customers have a much bigger gap between expectations of service and the delivery of service than the managers. This research provides evidence that a service problem exists in advertising agency settings in Taiwan as well as a mechanism for identifying and measuring the extent of the problem. In addition, the consortium based advertising agencies had a different market orientation than the matrix or integrated organizations studied. Consortium based organizations are more likely to have a competitor orientation while matrix and integrated organizations are more likely to have a customer orientation. In addition, market orientation impacts attitudes and approaches to service quality.
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Arsova, Pavlina. "Alcohol advertising : A Minor Field Study in Cape Town." Thesis, Högskolan Dalarna, Bildproduktion, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27952.
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The purpose of this study was to examine marketers view of alcohol advertising. Focus have been on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender and celebrities. The method used was semi-structured interviews with eight marketers at three advertise agencies/production companies in Cape Town who have working experience of alcohol advertising and this have been analysed in relation to impact and identity theories as well as ethics. The result showed that majority of the marketers did not believe alcohol advertising increase alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition between brands. Their perception was also that alcohol brands are connected to identity in South Africa and that using celebrities in alcohol advertising could be highly effecting when using the right celebrity. One conclusion is that the participants did not suffer from moral myopia since they were fully aware of what harm alcohol could have on the society. Regarding moral discussion at work was it some of the marketers that did not talk about ethical issues which could be a sign of moral muteness but it is really hard to draw any conclusion about it after a short interview.Bild
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Lynch, Chris R. "The Death of the Traditional Ad Agency: Why Traditional, Full-Service Advertising Agencies Crash and Burn." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437061910.
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Stadler, Christopher J. 1972. "How Innovation Traits in Members of Advertising Agency Teams Propel the Creative Process: The Professional Opinion." Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11478.
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xii, 54 p. : ill.Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative team - the team of creative, strategy and management staff that is responsible for creative execution - to find out more about how creative teams function at the goal level (team effectiveness) and at the individual level (individual cognitive styles). To study creativity and decision making, individuals involved in the creation of ads were tested for their innovator traits. Also, connections were explored between an industry effectiveness award and innovator scores. Innovativeness was judged by individual performance on a scale to measure cognitive style. Effie Awards were not associated with innovation in agency personnel. However, account planners and creatives scored higher on an aggregated innovator scale than did administrative and account executive staff.
Committee in charge: Prof. Kim Sheehan, Chair; Prof. Harsha Gangadharbatla, Member; Prof. Deborah Morrison, Member; Prof. David Koranda, Member
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Olsson, Mikael, and Nelia Nuño. "Reklam för Reklam : En studie av reklambyråers marknadsföring." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-195.
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Vårt syfte med denna studie är att genom en undersökning av reklambyråer få en förståelse för hur de går tillväga med sin egen marknadsföring riktad till marknaden av reklamköpare. Vi vill därmed se om tillgänglig teori kan tillämpas på en reklambyrås externa kommunikation. Det ingår även i vårt syfte att genom denna studie kunna förse Stigges Reklam med förslag till deras marknadsföring.
Our purpose with this study is to, through research of advertising agencies, gain an understanding how they market themselves to a market of advertising buyers. We want to see if available theory can be applied to an advertising agency’s external communication. It is also included in our purpose to provide Stigges Reklam with propositions to their marketing.
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Martvoň, Miroslav. "Podnikatelský plán - full servisová reklamná agentúra." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75758.
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Business plan -- Full service advertising agency try to develop the basic vision of project realization. In theoretical part of paper I schedule the processes inside of the agency using available sources: the behavior of the client when choosing the agency, negotiation, rewarding, inner structure, process of creation of advertising budget. Also here is possible to find the reason for using of the services of advertising agency, types of advertising agencies, the reward and standard steps to create advertising plan. In part about business plan I shortly describe what is a business plan and which parts this document should contained. Practical part is divided into basic capitols: elevator pitch, information about owner and management, the opportunity, the place of business, technical-technological part, suppliers, market and competitors. Also there is possible to find sales strategy and financial plan -- balance sheet, Cash Flow, operation statement, financial indicators. The risk is described by expert evaluation, by sensitivity analyses of basic variables and by determination of break even
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Browne, Jennifer Michelle. "Advertising and the Internet : a study of agency-client expectations of the Internet as a promotional tool." Thesis, Queensland University of Technology, 2006. https://eprints.qut.edu.au/16431/1/Jennifer_Browne_Thesis.pdf.
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Undoubtedly one of the most significant developments to affect marketing worldwide in the 21st century has been the development of the Internet. As a communication tool the Internet is emerging as a new challenge to mass media advertising. As a result advertising agencies need to readdress their techniques, services and agency structure. Additionally, the shape and form of the traditional advertising agency will need to change along with the adoption and usage of this new interactive media channel. Agencies are now being forced to consider broadening their service offerings to clients. Apart from widening their service offerings, advertising agencies are being driven to invest in building and sustaining valuable client relationships to establish client loyalty, with profit and a healthy bottom-line being the ultimate objectives. Bush, Bush and Harris (1998) point out however, that whilst a growing number of companies are interested in developing an online presence, significant confusion remains about what this new medium will offer stakeholders in the advertising industry. The study undertaken in this thesis explores the relationship between two influential stakeholders in the advertising industry - advertising agencies and their clients. To explore this relationship, the study modified Parasuraman, Zeithamal and Berry's (1988) SERVQUAL model to explore whether gaps exist between agency-client expectations of the value of the Internet as a promotional tool. The SERVQUAL model, which was designed for measuring gaps between service expectations and perceptions, was adapted for use in the business-to-business environment (B2B). In the marketing literature there is little evidence of B2B research in relation to agency-client relationships, nor has there been significant scholarly work exploring the effect of the introduction of the Internet as a promotional tool on the agency-client relationship. The research undertaken in this study aims to respond to this gap in the marketing literature by addressing the broad research question: "How will the introduction of the Internet as a promotional tool impact agency-client relationships?" Undertaking a review of agency-client expectations of the value of the Internet will ascertain whether gaps exist between agency and client expectations of the value of the Internet as a promotional tool. The discovery of gaps in the agency-client relationship in relation to Internet perceptions will indicate potential opportunities and challenges that need to be addressed by advertising agencies interested in extending their advertising services to embrace the Internet as a promotional tool. A major assumption in this inquiry was that gaps would exist between agency and client perceptions of Internet value. In particular, that advertising agencies would perceive the Internet to be a more valuable promotional tool than their clients. This assumption was informed from mass media and industry press, which indicated that advertising agencies were embracing new advertising creative in website design and strategic marketing activities using interactive media such as newsgroups and email to reach customers. However, the research of Bush et al. (1998) and Ducoffe (1996) suggests that little is known about the value of these Internet-based activities. Such thinking raises questions, such as: are advertisers feeling compelled to jump on the Internet bandwagon because of its popularity, or are businesses' desires to use Internet advertising a manifestation of Internet hype? To begin to answer these questions advertising industry stakeholders need to identify whether gaps do exist between agency and client perceptions of the value of the Internet as a promotional tool. The existence of such gaps could lead to tension in the agency-client relationship, which may ultimately mean a loss of client accounts for the advertising agency. Identifying and remedying such gaps could therefore aid in ensuring long-term and profitable working relationships with the agency's clients. To undertake this advertising industry research and respond to the research questions in this study an international advertising agency network, made up of 206 offices in 90 countries and a selection of their clients, were recruited to participate in the study. A two stage survey method approach was adopted because it was a time-efficient and affordable method for collecting detailed information from a dispersed network of professionals. The survey tool was a web-based questionnaire which was firstly submitted to a selection of advertising agencies within the international agency network. On completion of the questionnaire, agencies were asked to provide contact details for their top three billing clients. The second stage of the survey research involved the submission of a client questionnaire to the client contacts provided by the advertising agency. Both questionnaires used a modified SERVQUAL multi-item scale to measure service expectations. Discrete agency and client questions were also included in the respective questionnaires to situate the SERVQUAL analysis within the context of Internet usage, value perceptions and organisational characteristics (e.g. agency size, advertising spend, experience in using interactive media). The major finding of this study is that within the international advertising agency network there were no significant gaps in agency-client expectations concerning the value of the Internet as a promotional tool. Whilst several statistical analyses were undertaken, including bivariate and multivariate techniques such as Pearson's Chi-Square cross-tabulations, independent t-tests and ANOVAs, no statistically significant results are reported. In fact, it was found that advertising agencies and clients have similar expectations of the value of the Internet as a promotional tool. Gaps actually exist in relation to the clients who use the Internet as a promotional tool and agencies who supply Internet advertising services. Many agencies within this international agency network were found to be actively using the Internet, but their Internet advertising functions were not being provided by their traditional advertising agency. Descriptive analyses reported in the findings from this research study indicate that advertising agencies in this international network need to better understand their clients' Internet promotion needs. This will ensure the establishment of healthy, profitable and long-term agency-client relationships in the future. The research findings from this study offer advertising agencies worldwide insight into client expectations of the Internet, as well as other agency services. Furthermore, the findings reported contribute to the current small body of research in relation to B2B relationships in the advertising industry. The groundwork is set for future analysis of agency-client relationships in the advertising industry. In summary, while gaps between agency and client expectations of the value of the Internet as a promotional tool were expected, this research study found that agency and client expectations are quite similar. Analysis did reveal that one important factor, which influences the agency-client relationship, relates to the provision of Internet advertising services. Specifically, when an agency is not responsible for developing and maintaining clients' Internet advertising, these clients are utilising services from external providers of Internet services. These new stakeholders, who provide specialist services (i.e. graphic design houses, Internet advertising specialists and client's in-house Internet services), are changing the competitive environment of advertising services in the industry. Another interesting discovery, specific to the sample population, was that one third of agencies within the study did not provide Internet advertising services to current clients. However, these agencies have clients that use Internet advertising. On the one hand, this finding indicates that opportunities exist for these agencies to extend their service portfolio to embrace Internet advertising. However, it also raises an important question: that is, have these agencies created greater competition by not providing a full service communication portfolio for clients? These factors, and other methodological issues will inform directions for future research to explain the influential role of the Internet within the agency-client relationship in the advertising industry.
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Browne, Jennifer Michelle. "Advertising and the Internet : a study of agency-client expectations of the Internet as a promotional tool." Queensland University of Technology, 2006. http://eprints.qut.edu.au/16431/.
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Undoubtedly one of the most significant developments to affect marketing worldwide in the 21st century has been the development of the Internet. As a communication tool the Internet is emerging as a new challenge to mass media advertising. As a result advertising agencies need to readdress their techniques, services and agency structure. Additionally, the shape and form of the traditional advertising agency will need to change along with the adoption and usage of this new interactive media channel. Agencies are now being forced to consider broadening their service offerings to clients. Apart from widening their service offerings, advertising agencies are being driven to invest in building and sustaining valuable client relationships to establish client loyalty, with profit and a healthy bottom-line being the ultimate objectives. Bush, Bush and Harris (1998) point out however, that whilst a growing number of companies are interested in developing an online presence, significant confusion remains about what this new medium will offer stakeholders in the advertising industry. The study undertaken in this thesis explores the relationship between two influential stakeholders in the advertising industry - advertising agencies and their clients. To explore this relationship, the study modified Parasuraman, Zeithamal and Berry's (1988) SERVQUAL model to explore whether gaps exist between agency-client expectations of the value of the Internet as a promotional tool. The SERVQUAL model, which was designed for measuring gaps between service expectations and perceptions, was adapted for use in the business-to-business environment (B2B). In the marketing literature there is little evidence of B2B research in relation to agency-client relationships, nor has there been significant scholarly work exploring the effect of the introduction of the Internet as a promotional tool on the agency-client relationship. The research undertaken in this study aims to respond to this gap in the marketing literature by addressing the broad research question: "How will the introduction of the Internet as a promotional tool impact agency-client relationships?" Undertaking a review of agency-client expectations of the value of the Internet will ascertain whether gaps exist between agency and client expectations of the value of the Internet as a promotional tool. The discovery of gaps in the agency-client relationship in relation to Internet perceptions will indicate potential opportunities and challenges that need to be addressed by advertising agencies interested in extending their advertising services to embrace the Internet as a promotional tool. A major assumption in this inquiry was that gaps would exist between agency and client perceptions of Internet value. In particular, that advertising agencies would perceive the Internet to be a more valuable promotional tool than their clients. This assumption was informed from mass media and industry press, which indicated that advertising agencies were embracing new advertising creative in website design and strategic marketing activities using interactive media such as newsgroups and email to reach customers. However, the research of Bush et al. (1998) and Ducoffe (1996) suggests that little is known about the value of these Internet-based activities. Such thinking raises questions, such as: are advertisers feeling compelled to jump on the Internet bandwagon because of its popularity, or are businesses' desires to use Internet advertising a manifestation of Internet hype? To begin to answer these questions advertising industry stakeholders need to identify whether gaps do exist between agency and client perceptions of the value of the Internet as a promotional tool. The existence of such gaps could lead to tension in the agency-client relationship, which may ultimately mean a loss of client accounts for the advertising agency. Identifying and remedying such gaps could therefore aid in ensuring long-term and profitable working relationships with the agency's clients. To undertake this advertising industry research and respond to the research questions in this study an international advertising agency network, made up of 206 offices in 90 countries and a selection of their clients, were recruited to participate in the study. A two stage survey method approach was adopted because it was a time-efficient and affordable method for collecting detailed information from a dispersed network of professionals. The survey tool was a web-based questionnaire which was firstly submitted to a selection of advertising agencies within the international agency network. On completion of the questionnaire, agencies were asked to provide contact details for their top three billing clients. The second stage of the survey research involved the submission of a client questionnaire to the client contacts provided by the advertising agency. Both questionnaires used a modified SERVQUAL multi-item scale to measure service expectations. Discrete agency and client questions were also included in the respective questionnaires to situate the SERVQUAL analysis within the context of Internet usage, value perceptions and organisational characteristics (e.g. agency size, advertising spend, experience in using interactive media). The major finding of this study is that within the international advertising agency network there were no significant gaps in agency-client expectations concerning the value of the Internet as a promotional tool. Whilst several statistical analyses were undertaken, including bivariate and multivariate techniques such as Pearson's Chi-Square cross-tabulations, independent t-tests and ANOVAs, no statistically significant results are reported. In fact, it was found that advertising agencies and clients have similar expectations of the value of the Internet as a promotional tool. Gaps actually exist in relation to the clients who use the Internet as a promotional tool and agencies who supply Internet advertising services. Many agencies within this international agency network were found to be actively using the Internet, but their Internet advertising functions were not being provided by their traditional advertising agency. Descriptive analyses reported in the findings from this research study indicate that advertising agencies in this international network need to better understand their clients' Internet promotion needs. This will ensure the establishment of healthy, profitable and long-term agency-client relationships in the future. The research findings from this study offer advertising agencies worldwide insight into client expectations of the Internet, as well as other agency services. Furthermore, the findings reported contribute to the current small body of research in relation to B2B relationships in the advertising industry. The groundwork is set for future analysis of agency-client relationships in the advertising industry. In summary, while gaps between agency and client expectations of the value of the Internet as a promotional tool were expected, this research study found that agency and client expectations are quite similar. Analysis did reveal that one important factor, which influences the agency-client relationship, relates to the provision of Internet advertising services. Specifically, when an agency is not responsible for developing and maintaining clients' Internet advertising, these clients are utilising services from external providers of Internet services. These new stakeholders, who provide specialist services (i.e. graphic design houses, Internet advertising specialists and client's in-house Internet services), are changing the competitive environment of advertising services in the industry. Another interesting discovery, specific to the sample population, was that one third of agencies within the study did not provide Internet advertising services to current clients. However, these agencies have clients that use Internet advertising. On the one hand, this finding indicates that opportunities exist for these agencies to extend their service portfolio to embrace Internet advertising. However, it also raises an important question: that is, have these agencies created greater competition by not providing a full service communication portfolio for clients? These factors, and other methodological issues will inform directions for future research to explain the influential role of the Internet within the agency-client relationship in the advertising industry.
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Rony, Mahbubul hasan. "Working from home: adaption, challenges, and recommended practice on a crises : a qualitative study in Bangladesh." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-98450.
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Bangladesh is the world's seven most populous country and its population with the average of 1000 people per square kilometer throughout the country. More than anything the country is facing unprecedented challenges due to Covid-19 pandemic. As of facing this unprepared challenge, the Government had to lockdown the country and the employees had to start working from home considering the situation and safety concerns. However, unlike the developed countries, the working from home scenario in Bangladesh is far more difficult as the concept is completely new. The difficulties are particularly seen in the advertising agency where the working culture needs to be collaborative. In addition to that, lack of preparation, shortage of right tools and support and overall, the new teleworking condition have turned the process overwhelming and complicated for the advertising agency employees. The purpose of this research is to explore the adaptation process of Advertising agencies during Covid-19 in Bangladesh. The research was qualitative in nature with an interpretivist perspective. As a deductive approach the concept of virtual work and its critical components were researched and later as an inductive approach email interviews with advertising agencies were conducted to discover and develop empirical understanding around the research topic. Through research it was discovered that the current work from home adaptation process has several shortcomings, without providing the required and special conditions for employees’ wellbeing and motivational factors. In addition to that, there is no adoption of any new collaborative tools that were found for the creative teams apart from the general communicative tools.
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Gibson, Scott D. "Advertising planning in the age of big data. An exploratory study." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/122469/1/Scott_Gibson_Thesis.pdf.
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The impact that big data has on relationships between advertising agencies and clients is explored from the planning perspective. Using diffusion of innovations theory, findings indicate that the complexities and expectations associated with using data in advertising decision-making both inhibits and accelerates its use. Clients are attracted to the promise of competitive advantage, driving agencies to respond, often with short-term gains at the expense of long-term brand building. Planners develop advertising strategies primarily using traditional research. However those who can meaningfully merge this with big data will create a winning edge for both clients and agencies.
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Акатова, В. В. "Принципи і методи рекламного менеджменту." Master's thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/71883.
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Реклама - невід'ємне явище сучасності, яке пережило різні етапи становлення. В умовах ринку реклама є необхідною складовою системи комунікацій суб'єктів підприємницької діяльності. Актуальність роботи полягає в тому, що лише деякі комерційні підприємства можуть сьогодні успішно вести справи без реклами та ефективного рекламного менеджменту. У великих фірмах, де є штатні фахівці і забезпечена підтримка рекламного агентства, різні функції легко розподілити серед придатних для їх виконання працівників. Багато загальнонаціональних рекламодавців щорічно витрачають мільйони доларів і охоче ризикують величезними сумами заради виведення на ринок нових марочних товарів або послуг.
У першому розділі розглянуті призначення, сутність і сфера рекламного менеджменту, поняття і класифікація реклами, а також сучасні тенденції розвитку рекламного менеджменту в Україні.
У другому розділі проведено вивчення структури, функцій і видів рекламних агентств, розглянуті особливості планування рекламної кампанії, розробки бюджету і плану-графіка використання рекламних засобів в рекламній кампанії.
В третьому розділі розглянута характеристика та проведений аналіз роботи рекламного агентства " V.I.P. Media Group ", а також представлена проведена рекламна кампанія для ТОВ "Technical Vision" рекламним агентством " V.I.P. Media Group ".Реклама - неотъемлемое явление современности, которое пережило разные этапы становления. В условиях рынка реклама является необходимой составляющей системы коммуникаций субъектов предпринимательской деятельности. Актуальность работы заключается в том, что лишь немногие коммерческие предприятия могут сегодня успешно вести дела без рекламы и эффективного рекламного менеджмента. В крупных фирмах, где есть штатные специалисты и обеспечена поддержка рекламного агентства, разные функции легко распределить среди подходящих для их выполнения работников. Многие общенациональных рекламодателей ежегодно тратят миллионы долларов и охотно рискуют огромными суммами ради выведения на рынок новых марочных товаров или услуг. В первом разделе рассмотрены назначение, сущность и сфера рекламного менеджмента, понятие и классификация рекламы, а также современные тенденции развития рекламного менеджмента в Украине. Во втором разделе проведено изучение структуры, функций и видов рекламных агентств, рассмотрены особенности планирования рекламной кампании, разработки бюджета и плана-графика использования рекламных средств в рекламной кампании. В третьем разделе рассмотрена характеристика и проведен анализ работы рекламного агентства "V.I.P. Media Group", а также представлена рекламная кампания для ООО "Technical Vision" рекламным агентством "V.I.P. Media Group".
Advertising is an inalienable phenomenon of the present, which has undergone various stages of formation. In the market, advertising is a necessary component of the communications system of business entities. The urgency of the work is that only some commercial enterprises can successfully do business without advertising and effective advertising management. In the large firms where there are regular staff and the support of an advertising agency is provided, various functions are easily distributed among the suitable employees for their implementation. Many nationwide advertisers spend millions of dollars annually and willingly risk huge sums for bringing new branded goods or services to the market. The first chapter deals with the purpose, the essence and scope of advertising management, the concept and classification of advertising, as well as the current trends in the development of advertising management in Ukraine. In the second section, the study of the structure, functions and types of advertising agencies, considered the features of advertising campaign planning, budget development and plan-schedule of advertising tools in the advertising campaign. The third section deals with the characteristics and conducted an analysis of the work of the advertising agency V.I.P. Media Group, as well as a promotional campaign for "V.I.P. Media Group" advertising agency for Technical Vision Ltd..
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Krásová, Petra. "Sociální reklama." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-5010.
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Diploma thesis introduces the social advertising, its legal and ethical aspects and the role of an advertising agency in a process of its creation. Practical part includes the results of a research related to attitudes of non-profit organizations, advertising agencies and general public to this issue.
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Hromasová, Lucie. "Analýza firemní identity společnosti NIOSPORT agency,a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-142093.
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Master thesis focuses on issues of corporate identity of advertising agency NIOSPORT agency, a.s. The aim of this thesis is to analyze corporate identity of company NIOSPORT agency, a.s. In the theoretical part is explained what is a corporate identity, which elements are included and why it is so important for companies. Then there is a definition of an image with an emphasis on its distinction from the concept of corporate identity, explained the interdependence between corporate identity and corporate strategy, and then is paid attention on advertising agencies in general. The practical part consists of a description of a particular advertising agency NIOSPORT agency, a.s., the results of empirical research, evaluation of the image of agency and finally of recommendations for the future, arising from the theoretical part, analyzing corporate documents and of the depth interviews with the director, staff and clients of advertising agency.
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Hrušovský, Gustav. "Analýza marketingového mixu reklamní agentury FILIP Media." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112689.
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This dissertation aims at analysis of marketing mix of advertising agency. Besides main 4P (Product, Price, Place, Promotions) contains other 3P (Personnel, Process, Physical evidence), because the product of the agency are services. The dissertations includes also SWOT and BCG analysis, in which provides information about positive and negative aspects of work of the agency. The separate chapter is dedicated to outsourcing, on which the advertising agency FILIP Media concentrates.
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Haynes-Michaels, Sandra Genevieve. "Employee Conduct When Administering Government Contracts in the Defense Logistics Agency." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1345.
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The Office of the Inspector General in the Department of Justice reported cases of government contracting employees accepting bribes totaling over $540 million within a 6-year period. The purpose of this case study was to explore the perceptions of government contracting managers regarding the knowledge needed to mitigate employees' unethical behaviors when administering government contracts. Previous studies on government contracting employees' unethical behaviors focused on employees' behaviors, but lacked data concerning managers' roles in mitigating employees' unethical behaviors. The study's conceptual framework was stakeholder theory. The data were gathered through semistructured interviews conducted with 21 government contracting managers in the mid-Atlantic region of the United States and from company documents. Data from the semistructured interviews and company documents were analyzed, coded, and then grouped into categories using a modified content analysis technique. Key themes suggested that to mitigate government contracting employees' unethical behaviors, these government contracting managers required continued training. These managers also found trust to be vital to dissiminating ethical requirements to employees, and they also reported benefits to conducting ethical government contracting. Member checking of participants' responses strengthened credibility and trustworthiness of these interpretations. Findings and recommendations from this study may contribute to positive social change by improving training and ethical standards in government contracting, which could lead to enhancing societal trust in government contracting organizations.
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Vondráková, Tereza. "Český trh digitálních agentur: Případová studie Nydrle Digital." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197822.
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The master thesis focuses on description of the market of digital advertising agencies that create digital, online and mobile campaigns for their clients. The first part of the thesis addresses the advertising market and its role in the marketing mix. The author gives the summary of the evolution of digital marketing and its tools in the digital and creative procedure of preparing advertising concept. One of the chapters presents changes in media spends towards online and changes of marketing budgets of advertisers. The empirical part describes the Czech digital advertising market, exclusion of digital agencies from the field of classical full service agencies. The empirical part also focuses on global trends in digital agencies and digital marketing and emphasizes how those trends affected the Czech advertising market. The author also gives a description of the workflow in digital agency and covers tools and solutions that are usually used in digital campaign. The empirical part shows examples of business strategy of Nydrle Digital that led the agency to the top of the market. The part is based on internal documents from the company and on interviews with the management of the agency. The author also shows the important case studies that affected the business development of Nydrle Digital.
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Kuropatwová, Edita. "Analýza projektového řízení v oblasti reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-207063.
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The theme of this Diploma thesis is an analysis of project management in advertising. The purpose of the thesis is to break down each department of the agency and to suggest adopting measures that could improve that existent system of project management and labour organisation. The first part of the Diploma thesis is focused on project management in theory. The key terms are defined using literature and official web sources. In the introduction to the practical part of the thesis the agency being analysed is introduced and subsequently the system of project management is presented. Measures that could lead to improving the existing conditions are recommended on the basis of ascertained data.
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Way, Heather C. Albarran Alan B. "The reshaping of the traditional television advertising model an analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness /." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-3906.
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Silva, Baissel Carolina. "Percepción de los empleadores sobre las competencias de los futuros publicistas." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653091.
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El objetivo de esta investigación es identificar cuáles son las principales competencias laborales que los empleadores de medios digitales valoran en los futuros publicistas. Validar desde el punto de vista de estos empleadores de agencias publicitarias si es que los futuros publicistas cuentan con las habilidades requeridas de acuerdo al mercado laboral actual. De este modo analizaremos los ejes de la publicidad digital, la evolución de las agencias publicitarias, la formación digital de educación superior y las competencias laborales. Estas nos darán claridad sobre el contexto actual de las habilidades y desempeño de publicistas de la Universidad Peruana de Ciencias Aplicadas en sus áreas laborales. Los empleadores identificaran cuales son las herramientas imprescindibles las cuales un publicista debe manejar para lograr las competencias las cuales ellos valoran como necesarias para un futuro publicista de medios digitales.The objective of this research is to identify what are the main job competencies that digital media employers’ value in future advertisers. Validate from the point of view of these advertising agency employers if the future advertisers have the required skills according to the current job market. In this way, we will analyze the axes of digital advertising, the evolution of advertising agencies, digital higher education training and job skills. These will give us clarity about the current context of the skills and performance of publicists from the Peruvian University of Applied Sciences in their work areas. Employers will identify what essential tools an advertiser must use to achieve the skills they value as necessary for a future digital media advertiser.
Trabajo de investigación
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Ernest, Anya. "Kompetensutveckling inom ledarskap i reklambranschen i Göteborg." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20247.
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För ett kreativt ledarskap behövs kompetens inom flera olika områden. Olika former av struktur, kunskap om personal, medvetenhet om maktrelationer och det skådespel som pågår är fyra perspektiv på organisation och ledarskap som Bolman och Deal (2005) skriver om i boken Nya perspektiv på organisation och ledarskap.Syftet med rapporten är att se om det finns marknadspotential för kompetensutveckling inom ledarskap i reklambranschen i Göteborg. Detta görs genom att ställa resultatet av strukturerade intervjuer om kompetensutveckling inom ledarskap i reklambranschen i Göteborg mot några av de teorier och studier som gjorts om organisation och ledarskap.Resultatet visar att reklambyråer kompetensutvecklar inom ledarskap men att det finns ett behov av och en marknadspotential för ytterligare kompetensutveckling inom ledarskap i reklambranschen i Göteborg.Varied competence is needed for a creative leadership. Forms of structure, knowledge of human resources, awareness of power and the drama that is performed – all four perspectives of organization and leadership described in the book: Reframing Organizations – Artistry, Choice and Leadership by Bolman and Deal (2005).The aim of this report is to find out whether there is a market for competence development within leadership in the advertising industry in Gothenburg. This is done by putting the results of structured interviews about competence development in context with some of the research within leadership and competence development.In this report the results show that the advertising agencies have competence development within leadership but that there still is a market for it.
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Medunová, Helena. "Komunikační strategie CK Adventura." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-12469.
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The main objective of the thesis is to outline an advertising campaign for the travel agency Adventura. The paper contains a description of marketing itself, marketing mix and marketing in tourism. Subsequently, it focuses on competitive analysis with competitors' communication behavior, an analysis of the target audience and its definition. The recommended media mix follows, including the detailed budget.
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Way, Heather C. "The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness." Thesis, University of North Texas, 2007. https://digital.library.unt.edu/ark:/67531/metadc3906/.
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This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.
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Jackson, Daniel Lee. "Strategies for Insurance Agency Managers to Retain Customers and Improve Revenue." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4924.
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The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer concerns. Three data collection methods were used: semistructured interviews, documentation review, and review of physical artifacts. The approach to data analysis was general inductive to allow codes to emerge from the raw data, one with qualitative software used to condense raw data into key themes. Five themes emerged in the study: customer relationship management, employee communication, customer satisfaction, influence of strategic planning, and competition. The study may contribute to social change by offering guidance to property and casualty insurance agency managers on business sustainability, which may result in improvements to the local economy through the provision of sustainable jobs to community members, increases in employee retention, and the offering of reliable services to customers.
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Lopes, Patrícia Sunah de Negreiros. "A agência McCann-Erickson do Brasil: um estudo sobre a profissionalização do campo publicitário brasileiro (1935-1964)." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16529.
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The theme of this dissertation is professionalization in advertising. Specifically in Brazilian advertising, and taking into account that professionalization in this field was articulated with the expansion and consolidation of the biggest North American publicity agencies in Latin America between the 1930s and 1960s, this research focuses on analyzing the contribution of the North American publicity agency McCann-Erickson in developing the advertising field. Assuming the hypothesis that there is a particularity in the Brazilian experience of McCann, this research demonstrates how the sociology of professions, added to the theory of construction of fields, can be applied to study of the consolidation of publicity as a unique professional community. This research also demonstrates how the historical contexts of creation of the Brazilian and the North American advertising fields intertwine with the trajectory of the agency McCann-Erickson in Brazil. Finally, this research also analyzes the mechanisms and the specific capitals operated by this agency in order to assert its dominant position in the Brazilian advertising field.
A presente dissertação tem como tema a profissionalização do campo publicitário. Em se tratando do campo publicitário brasileiro especificamente, e levando em consideração que a profissionalização desse campo esteve devidamente articulada com a expansão e consolidação das grandes agências publicitárias americanas na América Latina, entre as décadas de 1930 e 1960, a pesquisa tem como foco analisar a contribuição da agência publicitária americana McCann-Erickson para o desenvolvimento do mesmo. Partindo da hipótese de que há uma particularidade inerente à experiência brasileira da McCann, a pesquisa mostra como o aporte teórico da Sociologia das Profissões, somado à teoria de construção de campo, podem ser aplicados no estudo da consolidação da Publicidade como uma comunidade profissional única, seguido pela demonstração de como os contextos históricos de criação dos campos publicitários americano e brasileiro se entrelaçam com a trajetória da agência McCann-Erickson em solo brasileiro, e terminando com a análise dos mecanismos e capitais específicos acionados pela agência em questão para a afirmação de seu posicionamento como polo dominante dentro do campo publicitário brasileiro.
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Kennedy-Tucker, Patricia Elaine. "Direct-to-Consumer Advertising of Drugs and Patients' Health Care Seeking Behaviors." ScholarWorks, 2014. https://scholarworks.waldenu.edu/dissertations/42.
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Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were derived from an online survey adapted from the U.S. Food and Drug Administration. Participants included 235 college-affiliated adults. Data were analyzed using descriptive statistics and analysis of variance. The Bonferroni correction was used to control the family-wise Type I error rate. The most significant findings of this study are that DTCA is associated with patients asking more questions, having more office visits, and patients having a lower overall health status. Future researchers should consider a non-college-affiliated sample and the post-implementation impact of the Affordable Care Act. This study helps to address the community challenges of how DTCA impacts prescription drug use and costs, as well as patients' understanding of the associated risks. Having knowledge of the impact of DTCA can help patients and their communities, employers, and governments make more informed decisions that will positively impact their health, wellbeing, and prescription expenses.
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Vrlová, Iva. "Vliv reklamy na rozhodování při koupi nemovitostí." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2015. http://www.nusl.cz/ntk/nusl-233098.
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The work deals with the development of advertising and marketing channels used by real estate agency on the Czech real estate market. Detailed phase defines the different types of advertisings and actors entering in the real estate market, as between sellers and buyers than among the intermediaries as well. If the real estate agency want to apply or increase sales through certain advertising, is the task of this work determine which target groups to use for specific kind of advertising.
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Wallin, Karin, and Majeed Maya Abdel. "Reklambyråers anpassning till en föränderlig omvärld : En fallstudie om vilka faktorer som är viktiga för att reklambyråer ska överleva på den alltmer konkurrenskraftiga och överetablerade marknaden." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-8891.
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Background: Change factors have appeared in advertising and customer understanding has grown among companies, which have led to important competitive advantages. Advertising agencies are not the only ones benefiting from this expertise anymore, but companies are starting to thus take clients from advertising agencies. They are also taking intermediaries, such as production, over more and more jobs from advertising agencies. This has led to an even tougher competition in the market and that advertising agencies are losing their jobs. The increased competition in the market, has also led many companies choosing to change its advertising agency, to think in new and changing strategies in the enterprise. All these factors have resulted in a drastic increase in competition in the advertising industry, which has resulted in many advertising agencies have gone bankrupted. Problem question: What external forms of cooperation are important for a small to medium sized advertising agency to have a long-term survival? Purpose: To analyze and evaluate conditions in the future for small to medium sized advertising agencies, by examining the existing relationship between advertising agencies and its current customers. Method: The survey will be conducted using a deductive approach and be conducted in two parts. The first part is through qualitative interviews of three advertising agencies, and the second is interviews of these three respective advertising and promotion business. Data from both of these sources of information will be used in the survey as the primary data, then they should be opposed to each other, analyzed and evaluated and also compared with the theoretical framework. Conclusion: After the change in advertising agencies industry, we can interpret from our study that the companies which are working on a relational perspective will be rewarded in the future. It is also important for advertising agencies to be instead of than previously being creative. Hereby, we believe that small to medium sized advertising agencies must maintain and build relationships with existing customers and be even more adaptable to cope with competition.Bakgrund: Förändringsfaktorer har dykt upp i reklambranschen och kundförståelsen har ökat bland företag, vilket har lett till viktiga konkurrensfördelar i branschen. Reklambyråer är inte de enda som erhåller denna expertkompetens längre, utan andra företag börjar därmed ta kunder från reklambyråer. Likaså tar underleverantörer, såsom produktionsbolag, över allt mer jobb från reklambyråer. Detta har lett till en ännu hårdare konkurrens på marknaden och att reklambyråer håller på att mista sina jobb. Den ökade konkurrensen på marknaden, har även lett till att många företag väljer att byta sin reklambyrå, för att tänka nytt och byta strategier i företaget. Samtliga av dessa faktorer har resulterat i en drastiskt ökad konkurrens i reklambranschen, vilket har lett till att många reklambyråer har gått i konkurs. 2009-06-16 08: Problemfråga: Vilka externa samarbetsformer är viktiga för att en liten till medelstor reklambyrå ska få en långsiktig överlevnad? Syfte: Att analysera och utvärdera förutsättningar i framtiden för små till medelstora reklambyråer, genom att granska den befintliga relationen mellan reklambyråer och dess nuvarande kunder. Metod: Undersökningen kommer att genomföras med hjälp av en deduktiv ansats och utföras i två delar. Den första delen med hjälp av kvalitativa intervjuer av tre reklambyråer och den andra delen med intervjuer av dessa tre reklambyråers respektive företagskunder. Data från båda dessa informationskällor kommer att användas i undersökningen som primärdata, då de ska ställas emot varandra, analyseras och utvärderas samt även jämförs med den teoretiska referensramen. Slutsats: Efter förändringen i reklambyråernas bransch kan vi från vår undersökning tolka att de företag som arbetar efter ett relationsperspektiv kommer att lyckas bättre i framtiden. Det är även viktigare för reklambyråer att vara anpassningsbara, än som tidigare att vara kreativa. Härmed anser vi att små till medelstora reklambyråer bör satsa på att bibehålla och bygga relationen med sina nuvarande kunder samt att bli ännu mer anpassningsbara för att klara av konkurrensen.
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Bergkvist, Alexandra, Jenny Bernhardsson, and My Lundberg. "Mind the Gap - En studie om samarbetet mellan byrå och kund." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14835.
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Sammanfattning - ”Mind the Gap”- En studie om samarbetet mellan byrå och kund. Seminarium: 31 maj 2012 Institution: Mälardalens högskola, Akademin för hållbar samhälls-och teknikutveckling Kurs: Kandidatuppsats i företagsekonomi med inriktning mot marknadsföring, 15 ECTS Författare: Alexandra Bergkvist, Jenny Bernhardsson, My Lundberg 21 April 1988 11 December 1987 23 September 1988 Handledare: Dan Linder Examinator: Cecilia Lindh Nyckelord: Arbetsprocess, kundrelation, gapet, dödvikt, spill, reklambyrå Problem: Studien behandlar relationen mellan reklambyråer och deras kunder, vilka problem som kan uppstå i samarbetsprocessen samt hur det är möjligt att undvika problem och därigenom ge förslag på eventuella förändringar i samarbetet. Problemformuleringen bygger på att identifiera gapet i arbetsprocessen Syfte: Identifiera var gapet i arbetsprocessen mellan kunder och byråer består av. Frågeställning: Vad består gapet i arbetsprocessen mellan kunder och byråer av? När uppstår gap? På vilka sätt kan de berörda parterna minska gapet? Metod: I uppsatsen tillämpas en kvalitativ metod för att förstå vad gapet i arbetsprocessen består av. Studiens empiriska del utgörs av fyra personintervjuer, tre reklambyråer och en byråvalsrådgivare. Intervjufrågorna är av en halvstrukturerad intervjuform, vilket innebär att samma frågor, med frihet till följdfrågor kommer ställas. Slutsats: Bland de intervjuade byråerna och byråvalsrådgivaren rådde det en samstämmighet av vad gapet består av, med undantag av ett fåtal skilda meningar. Det framkom att gapet främst består av skild syn på förväntningarna i samarbetet.Abstract - ”Mind the Gap”- A study on the cooperation between advertising agencies and their clients. Seminar date: May 31th 2012 Institution: University of Mälardalen, School of Sustainable Development of Society and Technology Course: Bachelor thesis in business administration focusing on marketing, 15 ECTS Authors: Alexandra Bergkvist, Jenny Bernhardsson, My Lundberg 21 th April 1988 11th December 1987 23rd September 1988 Tutor: Dan Linder Examinator: Cecilia Lindh Keywords: Work process, Customer Relations, Gap, Deadweight, Overflow, Advertising agency Problem: The problem formulation is based on identifying the gap in the work process between advertising agencies and their clients. Purpose: The purpose of this study is to identify what the gap in the work process between clients and advertising agencies consists of. Research question: What does the gap in the work process between clients and advertising agencies consists of? When does gaps occur? In what way can the two parts bridge the gap? Method: The paper applies a qualitative method for understanding what the gap in the work process consists of. The empirical part of the study consists of four personal interviews, with three advertising agencies and one agency-choice counsellor. The interview questions are of a semi-structured interview form, which means that the same questions will be asked but with freedom to ask follow-up questions. Conclusion: Among the interviewed agencies and the agency-choice counsellor, there was a consensus of what the gap consists of, with the exception of a few different opinions. The appearance showed that the gap mainly consisted of different expectations and visions.
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Hayes, Charice. "Marketing Strategies of Small Traditional Travel Agencies in a Technology-Driven World." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/3166.
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In 2012, there was a 70% increase in online travel booking, resulting in small traditional brick-and-mortar travel agencies having serious difficulties with obtaining and retaining customers. The purpose of this case study was to explore online marketing strategies that leaders of small traditional travel agencies have used to successfully obtain and retain customers. Technology disruption theory was the conceptual framework of this study. Using criterion sampling, the population for this study consisted of 3 leaders of small traditional travel agencies located in the state of Maryland. Data collection consisted of interviews, observations, and review of documentation, such as displays, websites, business cards, and email campaigns. Data were analyzed using methodological triangulation through inductive coding of phrases and words. The following 4 themes emerged: company threats, online marketing strategies, various marketing strategies for improvement, and ways to compete with Internet-based travel agencies. Results indicated that 66% of participants believed that Internet-based travel agencies were threats. All of the participants used a form of online marketing and believed that customer loyalty helped to compete with Internet-based travel agencies. Positive social change may result when leaders of small traditional travel agencies increase their knowledge of online marketing strategies to obtain and retain customers, thereby leading to greater access to online travel opportunities for all, including physically challenged individuals often confined to their living areas.
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Julinová, Martina. "Návrh na změnu a rozšíření marketingových aktivit v realitní kanceláři." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2013. http://www.nusl.cz/ntk/nusl-232794.
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This thesis deals with the marketing mix, which is in a real estate agent VL REALITY s.r.o. currently applied. Based on the theoretical bases and a complex analysis of the selected company is the practical part of the proposed changes and recommendations which should lead to building a brand and improve the situation on the market and acquire new customers.
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Correia, Marta Sofia Vila Moura. "A compreensão e a prática da comunicação integrada de marketing em Portugal por clientes e agências de publicidade." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12947.
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Mestrado em MarketingO aumento da fragmentação dos media e dos consumidores criou a necessidade de uma nova abordagem de comunicação de marketing, a Comunicação Integrada de Marketing (CIM), capaz de garantir uma gestão centralizada e uma consistência das mensagens corporativas dirigidas a diferentes públicos (McArthur e Griffin, 1997; Semenik, 2002; Smith, 2002; citado por Gurau, 2008). Com efeito, se os Clientes estão a procurar abordagens integradas de comunicação - para solucionar problemas de comunicação -, as Agências de Publicidade estão a diversificar, a expandir e a integrar os seus serviços promocionais (Kitchen, Schultz, Kim, Han e Li, 2004). Neste sentido, compreender a forma como ambas as partes percecionam a CIM é essencial para as ajudar «a resolver problemas de coordenação, a reduzir silos de comunicação de marketing e a melhorar a eficiência organizacional» (Kerr e Drennan, 2010, p.7). Partindo deste prisma, esta investigação tem como objetivo geral averiguar se existem diferenças relativamente à forma como Clientes e Agências de Publicidade - no contexto português - percecionam a CIM. Com o intuito de responder a este objetivo, foi realizada uma investigação de natureza descritiva e do tipo quantitativo, tendo por base o inquérito por questionário (online), aplicado a uma amostra não probabilística, por conveniência, de 50 inquiridos (15 profissionais de Clientes e 35 profissionais de Agências de Publicidade). Os resultados permitiram concluir que existem diferenças relativamente à forma como Clientes e Agências de Publicidade - no contexto português - percecionam a CIM, ao nível dos seus benefícios e das suas barreiras.
The increasing fragmentation among the media and the consumers led to the necessity of a new approach in marketing communication, the Integrated Marketing Communication (IMC), capable of guaranteeing a centralized management and the consistency of corporative messages addressed to different public (McArthur and Griffin, 1997; Semenik, 2002; Smith, 2002; as cited by Gurau, 2008). In fact, if the Clients are seeking new integrated communication approaches - in order to solve communication problems -, the Advertising Agencies are diversifying, expanding and integrating their promotional services (Kitchen, Schultz, Kim, Han and Li, 2004). Therefore, comprehending the view of both parts on the IMC perception is vital to help them «resolve coordination problems, reduce marketing communication silos and improve organizational efficiency » (Kerr and Drennan, 2010, p.7). Taking that as a starting point, this research has the general objective to ascertain if there are any differences regarding the way Clients and Advertising Agencies perceive the IMC, in the Portuguese context. To accomplish the goal stated, it has been conducted an investigation of descriptive nature and quantitative type, based on a survey by questionnaire (online) as a data collection tool, with a non-probabilistic convenience sample, of 50 respondents (15 professionals from the client side and 35 professionals from the advertising agencies side). Results showed that there are differences regarding the perceptions of IMC between Clients and Advertising Agencies, in the portuguese context, particularly regarding IMC benefits and barriers.
info:eu-repo/semantics/publishedVersion
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Пульків, Ірина Ігорівна, and Iryna Pulkiv. "Розробка рекламної стратегії підприємств туристичної галузі." Master's thesis, ТНТУ ім. І Пулюя, 2020. http://elartu.tntu.edu.ua/handle/lib/33561.
Full textAbstract:
Метою кваліфікаційної роботи є розробка рекламної стратегії туристичного підприємства.
Виходячи з поставленої мети, у роботі сформульовано і вирішено наступні завдання:
– розкрити поняття і сутність реклами і рекламної стратегії як елемента маркетингу;
– розкрити поняття рекламна стратегія;
– проаналізувати підхід до формування рекламної стратегії;
– дослідити ринок туристичних послуг Тернопільської області;
– проаналізувати маркетингову діяльність ТК «Бамбуча Тур»;
– розробити рекомендації для покращення рекламної стратегії туристичного підприємства.
Об’єктом дослідження є процес формування рекламної стратегії підприємства.
Предметом дослідження методи визначення рекламної стратегії ТК «Бамбуча Тур».Дослідження на здобуття освітньо-кваліфакійного рівня магістра за спеціальністю 075 «Маркетинг» – Тернопільський національний технічний університет імені Івана Пулюя – Тернопіль, 2020. У роботі проведено огляд теоретичного матеріалу з реклами, зокрема розкрито сутність рекламної стратегії як елемента маркетингу та методичний підхід до формування рекламної стратегії. Проведено огляд ринку туристичних послуг та аналіз діяльності ТК «Бамбуча Тур». У дипломній роботі розроблено шляхи покращення рекламної стратегії та запропоновано модель ¬ оцінки ефективності рекланої стратегії.
Research in education and master's level kvalifakiynoho specialty 075 "Marketing" - Ternopil State Technical University named after Ivan Pul'uj. - Ternopil, 2020. The paper reviews the theoretical material on advertising, in particular, reveals the essence of advertising strategy as an element of marketing and a methodical approach to the formation of advertising strategy. A review of the market of tourist services and analysis of the activities of TC "Bamboo Tour". In the diploma work the ways of improvement of advertising strategy are developed and the model ¬ of an estimation of efficiency of advertising strategy is offered.
Перелік умовних скорочень та абревіатур 5
Вступ 6
Розділ 1. Теоретичні підходи до формування рекламної стратегії 10
1.1. Реклама як елемент маркетингу 10
1.2. Особливості формування рекламної стратегії 16
1.3. Методичні підходи до планування рекламної стратегії 20
Висновки до розділу 1 25
Розділ 2. Аналіз рекламної стратегії тк «бамбуча тур» 27
2.1. Дослідження ринку туристичних послуг Тернопільської області 27
2.2. Аналіз маркетингової діяльності ТК «Бамбуча Тур» 34
2.3. Оцінка рекламної стратегії ТК «Бамбуча Тур» 43
Висновки до розділу 2 50
Розділ 3. Шляхи покращеня рекламної стратегії підприємства 52
3.1. Моделювання рекламного процесу 52
3.2. Розробка рекламної стратегії 56
3.3. Оцінка ефективності рекламної кампанії 67
Висновки до розділу 3 70
Розділ 4. Охорона праці та безпека в надзвичайних ситуаціях 71
4.1.Охорона праці на ТК „Бамбуча Тур” 71
4.2. Заходи захисту співробітників у надзвичайних ситуаціях 74
Висновки до розділу 4 77
Висновки 78
Додатки 81
Список використаних джерел 101
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Carlsson, Johanna, and Hanna Persson. "Reklambyråer & Samhällsansvar : en studie av reklambyråers förutsättningar för ett socialt ansvarstagande." Thesis, Linköping University, Department of Management and Economics, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2622.
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Background: Research results show that the potential of corporate social responsibility (CSR) has increased. That means there is a growing pressure on Swedish companies to act with responsibility: general public has a positive attitude towards companies that communicate their CSR. Advertising agencies have been criticized by their way to manage the question of social responsibility. One of the characteristics of an advertising agency is their anonymity; even though their products are extremely visible, it is rarely clear who gave rise to an advertising production. If this is put in relation to CSR in general, we find ourselves in a contradictory situation when CSR in many cases is about exposure of the responsible corporation.
Purpose: The purpose of this thesis is to explain whether CSR can be applied to advertising agencies, by describing in which way their conditions limit respectively make possible to run business in terms of CSR.
Research Method: The thesis has a qualitative approach, and the empirical data is in large parts based on personal interviews, where the interviewees represent Swedish advertising agencies.
Result: We have identified a number of limitations and possibilities related to advertising agencies concerning CSR. Principally limits are that the advertising industry by tradition does not sanction responsibility in this matter, that professionals belittle the social effect by their own business but recognize the impact of advertising productions taken all together. Finally, efficient advertising and customer satisfaction are top priority concerns: ethics may have to step aside due to these matters. On the other hand, there are several aspects to suggest that CSR is to be applied on agencies: the surrounding world is an important matter to agency activities. Our results show that the attention given an agency in factual can be used in characteristics of CSR: the professionals have the opportunity to choose how and what to produce.
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Wang, Linda. "Faktorer vid val av marknadsföringsleverantör – en studie inom livsmedelsbranschen i Skåne." Thesis, Malmö högskola, Teknik och samhälle, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20020.
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SammandragRapporten ämnar att i huvudsak finna vilka faktorer som kunder värderar när de letar efter sinmarknadsföringsleverantör men även vilka faktorer som gör att kunden väljer att byta byrå. Vidareför rapporten även en diskussion kring hur företagen bör göra när de ska leta efter en ny byrå.Syftet med rapporten är således att göra branschen uppmärksam på hur kunder selekterar i utbudetsamt vilka saker som får samarbetet att hålla längre, men även för företagen att se hur de kan få utmer från branschen genom att utföra en ordentlig byråvalsprocess.Arbetet bygger i huvudsak på gjorda intervjuer samt enkätundersökningar, uteslutande genomfördai Skåne. Anledningen till denna geografiska avgränsning är för att begränsa arbetets storlek medrisk att den annars hade blivit för omfattande för kursen. Undersökningarna visade byrånskreativitet samt god kommunikation som de två viktigaste faktorerna. Vidare visadeundersökningen också på att några av företagen hade valt sina nuvarande byråer genom etableradebekantskaper och rekommendationer, vilket är något som teoretikerna inte råder till.Hur det kommer sig att kunden finner vissa faktorer viktigare än andra är svårt att diskutera kring,eftersom syftet med arbetet är att kartlägga dessa. Däremot bör företagen i allmänhet blinoggrannare i sin byråvalsprocess, genom att tillämpa den branschrekommenderade modellenbehöver inte företagen byta byrå så ofta.AbstractFactors in the agency choosing process – a study within the foodindustry of SkaneThis essay intent to find which factors customers value when searching for a new marketingagency, as well as finding the factors that make them change agency. The essay also intent todiscuss how customers should do when searching for a new agency. The aim of this report is tomake the advertising industry aware of how customers choose among the range of agencies, whichthings that makes a collaboration last longer, as well as pointing out for the customers how to gainmore from the advertising industry by improving their choosing process.The study is overall based on interviews and surveys, exclusively made in Skane. Without thisdemarcation, the study would otherwise have been too extensive to implement. The study showedthat the factors creativity and good communication were the two most important ones. It alsoshowed that most of the examined companies have chosen their agencies through personalacquaintances, which is not recommended by the theorists’.Since the aim of this report is to identify these factors, it is quite difficult to discuss how it is thatthe customers find some factors more important than others. The companies, however, shouldbecome more thorough when it comes to their choosing process by using the industryrecommended model, so that they will not need to switch agencies to often.
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Shmalko, Anna. "Kreativní koncept jako klíčový prvek nadlinkových komunikačních aktivit." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-9092.
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Thesis describes the role of creative concepts in ATL and integrated communication. Due to the detail analysis of the advertising creation process defines the key aspects for effective setting of the complex communication campaigns and creative concepts.