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Journal articles on the topic 'Advertising agency'

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Published: 4 June 2021
Last updated: 6 September 2023

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1

McGann, Anthony F. "Advertising Agency Mergers." Journal of Advertising 15, no. 3 (October 1986): 3. http://dx.doi.org/10.1080/00913367.1986.10673012.

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2

Nathan, S. V. "Expert Advertising Agency." Vikalpa: The Journal for Decision Makers 16, no. 1 (January 1991): 51–62. http://dx.doi.org/10.1177/0256090919910106.

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The case presented in this issue discusses how Expert Advertising Agency, after starting in a small way, rapidly went on to become a medium — sized agency. The top management's objective now is to become a market leader in the next three years with a billing turnover comparable to that of the top five agencies in the industry. How should this growth be achieved? What strategy should Expert adopt? Readers are invited to send their comments on the same.
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3

Nathan, S. V. "Expert Advertising Agency." Vikalpa: The Journal for Decision Makers 16, no. 3 (July 1991): 69–80. http://dx.doi.org/10.1177/0256090919910307.

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The case presented in this issue discusses the growth of Expert Advertising Agency. The agency, which started as an inhouse operation of a successful company—ABC Ltd.—soon acquired outside clients and was competing with other more famous advertising agencies. How should this transition be managed and what future strategy should Expert adopt? In our Diagnoses feature, we present five responses on the issue.
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4

Spake, Deborah F., Giles D'souza, Tammy Neal Crutchfield, and Robert M. Morgan. "Advertising Agency Compensation: An Agency Theory Explanation." Journal of Advertising 28, no. 3 (October 1999): 53–72. http://dx.doi.org/10.1080/00913367.1999.10673589.

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5

Tucker, Michael. "U.S. Advertising Agency Productivity." Journal of Promotion Management 2, no. 2 (June 6, 1994): 101–14. http://dx.doi.org/10.1300/j057v02n02_07.

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6

Cheong, Yunjae, Kihan Kim, and Justin Combs. "Advertising agency operating efficiency." Journal of Marketing Communications 22, no. 1 (December 9, 2013): 83–99. http://dx.doi.org/10.1080/13527266.2013.849290.

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7

West, Douglas C., and Stanley J. Paliwoda. "Advertising client‐agency relationships." European Journal of Marketing 30, no. 8 (August 1996): 22–39. http://dx.doi.org/10.1108/03090569610130089.

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8

Prendergast, Gerard, and Yi-Zheng Shi. "Exploring Advertising Client-Advertising Agency Relationships in China." Journal of International Consumer Marketing 12, no. 1 (December 1999): 21–38. http://dx.doi.org/10.1300/j046v12n01_03.

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9

Mortimer, Kathleen. "Services advertising: the agency viewpoint." Journal of Services Marketing 15, no. 2 (April 2001): 131–46. http://dx.doi.org/10.1108/08876040110387926.

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10

Hozier, George C., and John D. Schatzberg. "Advertising Agency Terminations and Reviews." Journal of Business Research 50, no. 2 (November 2000): 169–76. http://dx.doi.org/10.1016/s0148-2963(99)00029-6.

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11

Marshall, Roger, and Woon Bong Na. "The Advertising Agency Selection Process." International Journal of Advertising 13, no. 3 (January 1994): 217–27. http://dx.doi.org/10.1080/02650487.1994.11104577.

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12

Harvey, Michael G., and J. Paul Rupert. "Selecting an industrial advertising agency." Industrial Marketing Management 17, no. 2 (May 1988): 119–27. http://dx.doi.org/10.1016/0019-8501(88)90014-4.

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13

Sinclair, John, and Rowan Wilken. "Sleeping with the Enemy: Disintermediation in Internet Advertising." Media International Australia 132, no. 1 (August 2009): 93–104. http://dx.doi.org/10.1177/1329878x0913200110.

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The advent of internet advertising has changed the basis of the intermediary role which the advertising agency traditionally has occupied between advertisers and the media. This is disintermediation, or ‘cutting out the middle man’. The intrinsic and distinctive properties of the internet as a commercial medium, and its interactive character, have given rise to the phenomenon of search advertising, which diminishes the need for an advertising agency. This article outlines and analyses the challenge which Google and the other search services pose to advertising agencies, and the strategies which the global advertising industry has been taking up in response. In particular, evidence of Google's steps towards assuming the functions of an advertising agency, and even of a traditional advertising media owner, are canvassed, and set against an account of the global agency groups’ moves into specialist digital companies, and how they are working with the search services.
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14

Rubik, Andrea. "The Role of Social Media in Creativity Management in Advertising Agencies." International Journal of E-Services and Mobile Applications 14, no. 1 (January 2022): 1–18. http://dx.doi.org/10.4018/ijesma.296583.

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Social media has changed traditional advertising, driving, expanding, and shaping creativity in an advertising agency and challenging its existing creativity management. As such, it represents one of the most transformative impacts of information technology on advertising agency business and its management. Social media has altered dramatically the ways organizations relate to the markets and society, creating a new world of possibilities and challenges many aspects of an advertising agency, from organization and operations to innovation and creativity management. Furthermore, it outlines a broad research agenda for understanding the relationships among social media, advertising agencies, and creativity management. The goal of the paper is to propose the framework featuring the role of social media in creativity management and the connection with the creative process and successful management of an advertising agency. The contribution of this paper is the exploration of the social media role in advancing creativity management in advertising agencies.
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15

Na, Woonbong, Roger Marshall, and Youngseok Son. "How Businesses Buy Advertising Agency Services." Journal of Advertising Research 43, no. 1 (March 2003): 86–95. http://dx.doi.org/10.2501/jar-43-1-86-95.

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16

Nyilasy, Gergely, and Leonard N. Reid. "Agency practitioners’ meta-theories of advertising." International Journal of Advertising 28, no. 4 (January 2009): 639–68. http://dx.doi.org/10.2501/s0265048709200801.

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17

Erdem, Orham, and Secil Tuncalp. "Advertising agency scene in Saudi Arabia." Management Research News 21, no. 1 (February 1998): 1–8. http://dx.doi.org/10.1108/01409179810781301.

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18

Beltramini, Richard F. "Understanding the Advertising Agency-Client Relationship." Journal of Advertising Education 4, no. 1 (May 2000): 30–35. http://dx.doi.org/10.1177/109804820000400106.

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19

Grant, Ian, and Charlotte McLeod. "Advertising agency planning – conceptualising network relationships." Journal of Marketing Management 23, no. 5-6 (June 2007): 425–42. http://dx.doi.org/10.1362/026725707x212757.

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20

Hunt, Shelby D., and Lawrence B. Chonko. "Ethical Problems of Advertising Agency Executives." Journal of Advertising 16, no. 4 (December 1987): 16–24. http://dx.doi.org/10.1080/00913367.1987.10673091.

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21

Reid, Leonard N., and Karen Whitehill King. "Agency Creatives like TV Advertising Best." Newspaper Research Journal 24, no. 3 (June 2003): 6–22. http://dx.doi.org/10.1177/073953290302400301.

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22

Reeve, Barry. "The Future of Advertising Agency Planners." Market Research Society. Journal. 34, no. 3 (May 1992): 1–8. http://dx.doi.org/10.1177/147078539203400303.

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23

Joseph, Kissan, and Vernon J. Richardson. "Free Cash Flow, Agency Costs, and the Affordability Method of Advertising Budgeting." Journal of Marketing 66, no. 1 (January 2002): 94–107. http://dx.doi.org/10.1509/jmkg.66.1.94.18453.

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The allocation of excess cash has long been recognized in the finance literature as an important aspect of the basic agency conflict between managers and owners. In the advertising budgeting context, marketing scholars report that firms possessing high levels of cash tend to spend more on advertising than what seems necessary or desirable. Indeed, this positive link between excess cash and advertising expenditures constitutes a part of what is commonly referred to as the affordability method of advertising budgeting. Surprisingly, there has been little research that attempts to view this association as a manifestation of agency costs. Therefore, in this article, the authors examine whether agency costs, as measured by managerial ownership, moderate the relationship between excess cash and advertising expenditures. On the basis of received theory, the authors conceptualize that agency costs will first decrease, then increase, and then decrease again with the level of managerial ownership. Accordingly, the authors hypothesize and find that the fraction of incremental earnings reinvested in advertising follows the same pattern in managerial ownership. These findings support the notion that the use of the affordability method is driven, in part, by agency costs. The authors conclude by discussing the theoretical and managerial implications of the findings.
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24

Blakeman, Robyn, and Maureen Taylor. "Technology in the Idea Generation Process: Voices from the Agency." Journal of Advertising Education 21, no. 1 (May 2017): 6–12. http://dx.doi.org/10.1177/109804821702100104.

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Today's advertising students are digital natives who grew up embracing technology in all facets of their lives. This study reports the results of a survey of 39 advertising creatives and art directors as they described the role that technology plays in the conceptualization process at advertising agencies around the country. The findings suggest that idea generation is still developed with pen and paper, but that computers are best suited for the final designs, as the ideation process moves to production. The research findings suggest ways forward in advertising pedagogy, especially curricula in the design sequences, as advertising educators teach the next generation of creatives.
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25

Sweeney, Thomas M. "The View and Responsibility of the Advertising Agency Toward Advertising Claims." Journal of Public Health Dentistry 52, no. 6 (December 1992): 401–2. http://dx.doi.org/10.1111/j.1752-7325.1992.tb02317.x.

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26

Crawford, Robert. "Office space: Australian advertising agencies in the twentieth century." Journal of Management History 24, no. 4 (September 10, 2018): 396–413. http://dx.doi.org/10.1108/jmh-11-2017-0054.

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Purpose This paper aims to examine the evolution of the advertising agency and its offices in Australia over the course of the twentieth century. Historical accounts of advertising have paid scant attention to agencies’ attempts to organise and manage their offices, as well as the impact that these efforts has had on the work undertaken by agency staff. Design/methodology/approach This study draws on reports in the advertising industry press, as well as oral history testimony to examine the agencies’ changing layout and interior design. It identifies three distinct periods, which reveal the impact of modernist and post-industrialist ideas on the organisation and functions of the advertising agency’s offices and, indeed, their impact on the agency’s outputs. Findings This examination of the office space within the agency setting not only offers a new perspective of the advertising agency business as a whole but also demonstrates the importance of material culture for historians working across management, business and marketing fields. Originality/value The originality of this study lies in its use of material culture and space as a tool for examining management history and understanding its impact on everyday work practices. By charting the changes reflected in advertising agency office spaces, this study also offers a unique overview of the ways that management practices have historically interacted with business work spaces.
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27

Lace, Jonathan M. "Evaluating advertising agency performance: actions to enhance the client/agency relationship." Management Research News 21, no. 7/8 (August 1998): 47–59. http://dx.doi.org/10.1108/01409179810781554.

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28

Wardhani, Linda, and Eko Harry Susanto. "Strategi Bersaing Agency Mthree Communication Dalam Industri Periklanan Nasional." Jurnal Manajemen Bisnis dan Kewirausahaan 4, no. 5 (September 15, 2020): 236. http://dx.doi.org/10.24912/jmbk.v4i5.9234.

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Competition in the national advertising service industry is currently getting tougher, but the development potential of the advertising service industry is still quite good, especially in big cities that follow very rapid development. Advertising basically will never be lonely as seen from its function in introducing products that have effective and efficient usability properties, this of course makes more and more competitors also make the greater competition that will occur, if this is needed a business strategy that is able to compete. This research aims to determine whether the most appropriate strategy is used for Mthree Communication Advertising in the face of competition in the national advertising industry. This research was conducted in the Mthree Communication Advertising environment, with resource persons of employees who have strategic positions in the company's business and have a service life of more than 5 years. Research conducted using qualitative methods by conducting a SWOT analysis to identify strengths (weaknesses), weaknesses (weaknesses), opportunities (opportunities), and threats (threats). From the SWOT analysis, a SWOT matrix will be created which is useful for formulating alternative strategies for the company. From the results of the research that has been carried out, it has been concluded that the right competitive strategy for the company is the focus strategy, which is to provide maximum services to clients who are running until now.
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29

Stevenson, Summer, Dieu Hack-Polay, and Shehnaz Tehseen. "Social Media Influencers, the New Advertising Agency?" International Journal of Public Sociology and Sociotherapy 2, no. 1 (January 2022): 1–21. http://dx.doi.org/10.4018/ijpss.297201.

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This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respondents were asked to rate their opinions regarding a specific statement on a Likert scale. Qualtrics was used to analyse the data. The results show that influencers can be significant support for business sales. Credibility of influencers was deemed of primary importance to attract customers through social media. However, the authors also found that influencers can damage business reputation, as their brand image—if negative—can contaminate the business brand.
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30

Michell, Paul C. N., Harold Cataquet, and Gordon D. Mandry. "Advertising Agency Creative Reputation and Account Loyalty." Creativity and Innovation Management 5, no. 1 (March 1996): 38–47. http://dx.doi.org/10.1111/j.1467-8691.1996.tb00239.x.

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31

Chun Wah, Lee. "Managing Advertising Agency-Client Relationships in Singapore." Media Asia 27, no. 1 (January 2000): 17–52. http://dx.doi.org/10.1080/01296612.2000.11726599.

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32

Wah, Lee Chun. "Managing Advertising Agency-Client Relationships in Singapore." Media Asia 27, no. 1 (January 2000): 17–52. http://dx.doi.org/10.1080/01296612.2000.11771937.

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33

Ghosh, B. C., and David Taylor. "Switching advertising agency – a cross‐country analysis." Marketing Intelligence & Planning 17, no. 3 (June 1999): 140–48. http://dx.doi.org/10.1108/02634509910271597.

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34

Nyilasy, Gergely, and Leonard N. Reid. "Agency Practitioner Theories of How Advertising Works." Journal of Advertising 38, no. 3 (September 2009): 81–96. http://dx.doi.org/10.2753/joa0091-3367380306.

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35

McGann, Anthony F. "Human Resource Planning in the Advertising Agency." Journal of Advertising 14, no. 1 (March 1985): 3. http://dx.doi.org/10.1080/00913367.1985.10672922.

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36

West, Douglas, and John Ford. "Advertising Agency Philosophies and Employee Risk Taking." Journal of Advertising 30, no. 1 (March 2001): 77–91. http://dx.doi.org/10.1080/00913367.2001.10673633.

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37

Vos, Tim P. "Explaining the Origins of the Advertising Agency." American Journalism 30, no. 4 (January 2013): 450–72. http://dx.doi.org/10.1080/08821127.2013.846714.

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38

Turnbull, Sarah, and Colin Wheeler. "Exploring advertiser's expectations of advertising agency services." Journal of Marketing Communications 22, no. 6 (June 18, 2014): 587–601. http://dx.doi.org/10.1080/13527266.2014.920902.

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39

Na, WoonBong, Roger Marshall, and Arch G. Woodside. "Decision system analysis of advertising agency decisions." Qualitative Market Research: An International Journal 12, no. 2 (April 3, 2009): 153–70. http://dx.doi.org/10.1108/13522750910948761.

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40

Hill, Railton M. "Advertiser satisfaction with advertising agency creative product." European Journal of Marketing 40, no. 11/12 (November 2006): 1254–70. http://dx.doi.org/10.1108/03090560610702803.

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41

Rau, Pradeep A., and Michael A. Mayo. "Awareness Advertising—Japanese and US Agency Perspectives." International Journal of Advertising 9, no. 2 (January 1990): 149–58. http://dx.doi.org/10.1080/02650487.1990.11107140.

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42

Ewing, Michael T., and John Philip Jones. "Agency beliefs in the power of advertising." International Journal of Advertising 19, no. 3 (January 2000): 335–48. http://dx.doi.org/10.1080/02650487.2000.11104805.

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43

Infanger, Martina, and Sabine Sczesny. "Communion-over-Agency Effects on Advertising Effectiveness." International Journal of Advertising 34, no. 2 (January 15, 2015): 285–306. http://dx.doi.org/10.1080/02650487.2014.993794.

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44

Meghna Rishi. "Synergy between Internet Technology and Traditional Media: A Perspective on Indian Marketers." Journal of Technology Management for Growing Economies 2, no. 1 (April 25, 2011): 89–101. http://dx.doi.org/10.15415/jtmge.2011.21005.

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There has been limited research in the Indian Internet advertising space and this paper explores the media preferences of Indian marketers highlighting their attitude towards the new medium. Since Internet penetration is rising in India, the research also identifies whether advertisers prefer a synergy between the traditional mediums and Internet Technology for their advertising campaigns. The paper is based on empirical research conducted amongst 69 Indian marketers/ advertisers belonging to New Delhi and Mumbai (India) and 50 Indian advertising/ online agency professionals. Advertisers have been chosen from industry verticals including Banking and Financial Institutions, Automobile, Fast Moving Consumer Durables (FMCG) and Telecom because they include the top advertising spenders in India (KPMG and FICCI, 2010). Views from advertising agency professionals, published in trade magazines, are considered to further substantiate the research findings through industry inputs. Based on some unique strengths of Internet advertising , Indian marketers respond positively towards including Internet in the media mix and believe in drawing synergy between Internet and traditional mediums. However they are still apprehensive about the efficacy of the medium. Indian advertising agency professionals consider it important to include Internet in the media mix, however they do not push the medium aggressively. The study identifies that Indian marketers and advertisers prefer to use Internet Technology and web advertising, in a campaign\'s media mix only when the campaign is also run on traditional mediums. In seclusion, the medium is not the preferred choice for advertising. The paper pinpoints the reasons for the slow acceptability of Internet advertising amongst Indian marketers and suggests learning of advertising agency professionals to leverage maximum benefit out this interactive medium. The paper also offers insight to academicians who wish to explore the changing dimensions in communication management
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45

Inco Hary Perdana. "Indonesian Advertising Ethics: Guard of Industry & Protector of Advertising Consumer in Indonesia (Study Case of the Role and Function of the Advertising Regulatory Agency on the 2020 Indonesian Advertising Ethics Amendment)." Proceedings Of International Conference On Communication Science 2, no. 1 (November 10, 2022): 375–82. http://dx.doi.org/10.29303/iccsproceeding.v2i1.52.

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Advertising is often considered to bring bad impact on society, ranging from consumerism to fraud against consumers. Therefore, Indonesian Advertising Ethics (EPI) becomes a control function to Indonesia’s advertising industry. Since its presence in 2007, which is a refinement of Indonesian Advertising Code of Conduct and Procedures (TKTCPI), there are still lots of violations done within the advertising industry players. The presence of Indonesian Advertising Ethics was due to answer the development of the very dynamic marketing communications world. The purpose of Indonesian Advertising Ethics (EPI) is “self-regulation” to maintain the authority of advertising industry and to protect consumers. For this reason, Indonesian Association of Advertising Companies (P3I) formed a tool to supervise the implementation of Indonesian Advertising Ethics, namely Advertising Standards Committee (BPP) that works right under the central of Indonesian Association of Advertising Companies (P3I). The function of Advertising Standards Committee (BPP) is to supervise advertisings that are considered violating Indonesian Advertising Ethics (EPI) and give reprimands to the perpetrators of these violations. In addition to that, to answer the dynamic of advertising industry, which since ten years ago has widely spreaded to digital platforms, two amendments has done to Indonesian Advertising Ethics (EPI), namely in the year of 2014 – which generated Indonesian Advertising Ethics (EPI) 2014 – and also in the year of 2020 – which generated Indonesian Advertising Ethics 2020. This research aims to find out changes in Indonesian Advertising Ethics 2014 and Indonesian Advertising Ethics (EPI) 2020 to answer the dynamic of advertising industry in Indonesia. This research use advertising concepts related to the relationship between advertising and social condition of society. This research use study case method by extracting data through in-depth interview with the head of Advertising Standards Committee (BPP). The result of this research is expected to become input for Indonesian Advertising Council (DPI) that is currently revising Indonesian Advertising Ethics in the realm of digital advertising.
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46

West, Douglas. "Multinational Competition in the British Advertising Agency Business, 1936–1987." Business History Review 62, no. 3 (1988): 467–501. http://dx.doi.org/10.2307/3115545.

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American multinational advertising agencies first made inroads into the British advertising industry in the early twentieth century. Some were pioneers, but most came to Britain to service the advertising of American–based multinational companies. Their impact on British advertising was significant, particularly from 1945 until the late 1970s, years when American multinational agencies dominated the top end of the business. The British staged a major counter-challenge in both the British and American markets in the early 1980s, however, with considerable success. The basis of the British challenge was improved access to capital, which permitted expansion through acquisition, rather than the servicing of British–based multinational companies. Professor West places these developments in the context of multinational enterprise theory, using new data and evidence drawn largely from trade sources.
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47

CHUKIN, Iliya, Nataliia GERASYMCHUK, and Yanina LISUN. "TRENDS OF THE ADVERTISING AND COMMUNICATION MARKET OF UKRAINE AND PROMOTION OF THE ADVERTISING AGENCY BRAND IN THE SOCIAL MEDIA." Humanities and Social Sciences quarterly 29, no. 3 (September 30, 2022): 17–34. http://dx.doi.org/10.7862/rz.2022.hss.16.

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In this article, authors analyzed the main indicators of the Ukrainian advertising media market functioning between 2017–2022. Particular attention was paid to the segment of the media marketing known as Digital Advertising, as well as to other market sectors, including: PR-market and marketing services, trade marketing, loyalty marketing, consumer marketing, event marketing and sponsorship, and non-standard communications. The authors analyzed the activities of five advertising agencies for their efficiency ratings as creative agencies between the years 2019–2021. A comparative analysis of advertising agency websites is presented, characterizing the presence of advertising agencies of Ukraine on social media. Based on the results of the study, the authors propose a holistic communication system of measures to increase the activity of subscribers to the online presence platforms of the participating advertising agency.
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48

Jantová, Martina, and Peter Štarchoň. "Postoje obyvateľov hlavného mesta Slovenskej republiky voči vybraným témam reklamy. Časť II." Marketing Science & Inspirations 15, no. 3 (October 20, 2020): 48–57. http://dx.doi.org/10.46286/msi.2020.15.3.4.

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As part of the process of implementing an advertising campaign, the participating parties, primarily the advertiser and the advertising agency, respectively communication agency, have social responsibility, which manifests itself in an ethical level. Since the implementation of an advertising campaign is initiated by a specifc company or other client, its recipients or the target group itself, instead of accepting it, may not only perceive it as unsolicited, but also as annoying. It is on the attitudes of the recipients of advertising, in the case of this contribution the attitudes of the inhabitants of the capital of the Slovak Republic, that are oriented to the outputs of the primary research. The article emphasizes the attitudes of recipients towards selected controversial aspects of advertising, namely attitudes towards advertising of cigarettes, hard alcohol, beer, wine and medicines and attitudes towards erotic motives in advertising. The starting point for the research was “Czechs and advertising for year 2020”. In Slovakia, 726 respondents took part in the research.
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49

Beard, Fred K., and Koanghyub Kim. "Linking the Use of Advertising Agency Review Consultants to Agency Search Outcomes." Journal of Advertising Research 41, no. 2 (March 2001): 49–55. http://dx.doi.org/10.2501/jar-41-2-49-55.

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50

Deryabina, Galina G., and Nina V. Trubnikova. "Advertising Agency: the Specific Features of Working in a Competitive Digital Environment." Journal of Modern Competition 15, no. 4 (November 16, 2021): 29–39. http://dx.doi.org/10.37791/2687-0657-2021-15-4-29-39.

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The article is devoted to changes in the advertising market in the field of relationships between its main subjects. The author systematizes the problems that have intensified in connection with sanctions, restrictions and the global crisis caused by the global course of the pandemic 2020–2021. The research focuses on the advertising agency, its new role and functionality. Particular attention is paid to the agency’s work in the most dynamic segment of the advertising market – digital, and new tools, formats and technologies used in agency work. The study reveals a set of problems that arise in the digital environment and are associated, on the one hand, with man-made causes and features of information technologies 3.0, which are not so easy to adapt to solve marketing problems, and on the other hand, with the problems of communication management and updated agency functionality. Such a characteristic feature as transparency, which initially, at the dawn of the digital communication era, was a serious competitive advantage compared to classic advertising media, has now almost disappeared. This limits the possibilities for cooperation between advertisers, advertising distributors, and advertising producers. The movement towards transparency should be supported both at the macro-level of the industry and at the micro-scale of the individual agency, in order to help the agency business maintain its key role in the advertiser’s business and not push it to directly cooperate with advertising carriers, which will lead to a loss of content quality and media placement. In digital communications, the differentiation between the tasks of consistently strengthening the brand value and the tactics of quick advertising for immediate purchase is very serious, since these tasks are solved by completely different – not overlapping-tools. The authors consider integrated marketing in the digital environment as the implementation of the agency’s functions of planning, selecting promotion channels in accordance with the tasks set, budgeting, monitoring efficiency and building work with the subjects of the communication market.
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