Relevant bibliographies by topics / Advertising agencies

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Advertising agencies'

Author: Grafiati
Published: 4 June 2021
Last updated: 29 July 2024

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Journal articles on the topic "Advertising agencies"

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McGann, Anthony F. "Advertising Agencies and Arbitrage." Journal of Advertising 14, no. 3 (October 1985): 3. http://dx.doi.org/10.1080/00913367.1985.10672950.

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Swanson, Lauren A. "China Myths and Advertising Agencies." International Journal of Advertising 16, no. 4 (November 1997): 276–83. http://dx.doi.org/10.1111/j.0265-0487.1997.00061.pp.x.

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One of the fastest growing sectors in China’s transforming economy is advertising. Within the industry, large numbers of ‘advertising agencies’ are typically reported. This article charts growth in the industry and classifies agencies by type, in order to establish a more accurate understanding of agency numbes and growth. Advertising agencies are but one type of organization among the huge number of licensed ‘advertising practitioners’ in China, which are often erroneously referred to as agencies.
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Shij, Tan Dai, and Francis Piron. "Advertising agencies and advertisers' perceptions of internet advertising." International Journal of Advertising 21, no. 3 (January 2002): 381–97. http://dx.doi.org/10.1080/02650487.2002.11104938.

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de Gregorio, Federico, Yunjae Cheong, and Kihan Kim. "Intraorganizational Conflict within Advertising Agencies." Journal of Advertising 41, no. 3 (October 1, 2012): 19–34. http://dx.doi.org/10.2753/joa0091-3367410302.

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Cheng, Hong, and T. Frith Katherine. "Foreign Advertising Agencies in China." Media Asia 23, no. 1 (January 1996): 34–41. http://dx.doi.org/10.1080/01296612.1996.11726489.

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Swanson, Lauren A., and Wang Sheng Shi. "China myths and advertising agencies." International Journal of Advertising 16, no. 4 (January 1997): 276–83. http://dx.doi.org/10.1080/02650487.1997.11104696.

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Abtahi, Masumeh Sadat, Leila Behboudi, and Hamideh Mokhtari Hasanabad. "Factors Affecting Internet Advertising Adoption in Ad Agencies." International Journal of Innovation in the Digital Economy 8, no. 4 (October 2017): 18–29. http://dx.doi.org/10.4018/ijide.2017100102.

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The purpose of this study is to identify factors affecting adoption of Internet advertising in advertising agencies. The paper provides preliminary insights into why ad agencies are reluctant to recommend Internet advertising to their clients. A theoretical framework was developed by scrutinizing the body of literature. The gathered date was verified by 294 academic and practical experts in the field of marketing and advertising. In pursuing this goal, a questionnaire was designed to validate factors affecting the adoption of Internet advertising. Results indicate that 18 variables in the form of three key factors, namely “technical knowledge of account manager,” “e-commerce readiness of country” and “agencies' ability of Internet adoption” affect adoption of Internet advertising in ad agencies. It was found that e-commerce readiness of a country is the critical factor in adopting internet advertising in ad agencies. This is the first study which addresses the adoption of Internet advertising in ad agencies. This study reports that while government does not provide infrastructure required for the advancement of e-commerce (readiness), the ad agencies still will recommend previous ad channels to their clients.
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A.I., Akinrosoye, Adeagbo S.A., Adegbite I.O., and Adunola N.O. "Assessing the Impact of Advertising Agencies on Effective Advertising Campaigns." British Journal of Mass Communication and Media Research 2, no. 1 (March 30, 2022): 71–80. http://dx.doi.org/10.52589/bjmcmr-1m0spe4y.

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Advertising agencies are key players in any advertising campaign. They have several roles in the initiation, production and dissemination of commercial messages through a suitable medium. Advertising campaigns are undoubtedly very crucial and require being handled and executed by experts to avoid wasting human and material resources. As such, advertisers engage the services of advertising agencies to help them realize their commercial goals. This paper specifically examines the impact of advertising agencies on successful advertising campaigns. Empirically, this paper adopted a survey method to gather resourceful data from 250 respondents who were accidentally selected among media practitioners, including a certain class of residents of Osun State, for their in-depth knowledge of advertising. Asymmetric Theory and Persuasion Theory, that are relevant to this study, were adopted. In the end, analysis of data collected with the aid of descriptive statistics of frequency, percentage and pie chart, as well as inferential statistics of Chi-square, proved to the fact that the role of advertising agencies on successful advertising campaigns cannot be overemphasized. The study recommends that advertising agencies should put more effort in discharging their duty to clients and should step up and take their place in the present globalization revolution.
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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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O'Connor, Huw, Mark Kilgour, Scott Koslow, and Sheila Sasser. "Drivers of Creativity Within Advertising Agencies." Journal of Advertising Research 58, no. 2 (March 31, 2017): 202–17. http://dx.doi.org/10.2501/jar-2017-015.

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Dissertations / Theses on the topic "Advertising agencies"

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Schlaepfer, Daniel. "Creativity Management in Swiss Advertising Agencies." St. Gallen, 2006. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01653781002/$FILE/01653781002.pdf.

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Romaniuk, Simon. "Measuring the service quality of advertising agencies /." Title page, contents and introduction only, 1994. http://web4.library.adelaide.edu.au/theses/09C/09cr758.pdf.

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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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Chambers, Emma. "Best practices for training advertising expatriates." Menomonie, WI : University of Wisconsin--Stout, 2007. http://www.uwstout.edu/lib/thesis/2007/2007chamberse.pdf.

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AUCAR, BRUNA SANTANA. "ADVERTISING IN BRAZIL: ADVERTISING AGENCIES, POWER RELATIONS AND WORK METHODS (1914 - 2014)." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2016. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27769@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Esta tese realiza um estudo da história e do desenvolvimento das agências de propaganda do Brasil, a fim de compreender os principais movimentos do campo da publicidade no país ao longo de cem anos. Parte-se da premissa de que a agência é a organização responsável por traçar as condições de existência do setor da publicidade e do aparecimento social do anúncio, como resultado e expressão de tipos de interação social e ação coletiva. O marco cronológico é fixado a partir da fundação da Eclética, em 1914, a primeira empresa que elabora uma disposição profissionalizante e coopera para a formação de um segmento profissional, até então inexistente. A pesquisa procura mapear o curso das agências, suas conexões com as transformações histórico-culturais, realçando o desenvolvimento empresarial para discutir o peso do discurso publicitário na constituição dos códigos culturais. O foco recai no exame dos agentes sociais e suas ações, como partes determinantes da produção do conhecimento e da elaboração das identidades culturais em um determinado sistema social. Através da pesquisa bibliográfica e aproximação da rotina produtiva da publicidade, é possível perceber a importância da atuação conjunta de identidades para a viabilidade do trabalho. Neste sentido, a teoria da ação coletiva de Howard Becker ancora a reflexão sobre as identidades culturais dos sujeitos que produzem os anúncios dentro de uma agência de propaganda e suas formas de operação, elaboradas, historicamente, para a produção deste dispositivo de comunicação. O quadro teórico adotado também enfatiza a perspectiva cultural da publicidade e trabalhos que destacam a preponderância do simbólico na construção dos seus significados públicos. Além da conjuntura interna das empresas de propaganda, o estudo também pondera, de forma mais ampla, a publicidade como uma narrativa central na sociedade moderno-contemporânea, uma vez que ela produz e faz circular temas que impactam subjetividades e oferecem componentes para o estabelecimento de signos e práticas que nos definem como uma sociedade de consumo.
This dissertation provides an interpretative analysis on advertising agencies in Brazil in order to broadly examine the main movements in the field of advertising during the past one hundred years. We have relied on the assumption that the agency is the ownership that establishes conditions for the advertising sector s recognition as well as the social emergence of the ad, as an outcome and expression of social interaction and collective action types. The chronological framework is set as of the establishment of Eclética, in 1914, the first organization that devises a professional approach and sets the capacity building of a yet unknown professional segment. The survey pursues a constant on-going mapping of the agencies, the paths, and linkages with historical-cultural transformations, enhancing the entrepreneurial development in order to discuss the burden of the advertising speech vis-a-vis the cultural code heritage. The core focus is on the consideration of the social players and their actions as inherent part of the production of knowledge and issuance of cultural identities in a specific social system. By means of a bibliographic intersection with the productive routine of advertising, have endeavored to reach the final result of a joint performance of identities which crossing is of the utmost importance for its feasibility. Furthermore, Howard Becker s collective action theory anchors a profound reflection of the cultural identities of the subjects that convey the ads in an advertising agency, inasmuch as its ways of performance, historically produced for this communication device. The theoretical framework that has been considered, highlights as well, the cultural perspective of advertising and papers that enhance the prominence of symbolism when establishing cultural meanings. Besides the internal environment of the advertising organization, this survey contemplates, in a broader sense, advertising as a central narrative of modern contemporary culture inasmuch as it produces and circles issues that impact subjectivities and convey components to establish signs and practices that define us as a Consumption Society.
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Halldin, Johan, and Tove Svedling. "Differences between advertising agencies with fokus on identity." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-94555.

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Marknadsföring har kommit att bli en dominerande verksamhet för företagen, där omfattande kun- skaper om marknadsföringsprocesser krävs. Många vänder sig därför till experter inom området, vilka dagligen arbetar med marknadskommunikation. Exempel på dessa är reklam-, kommunika- tion-, och contentbyråer vilka just denna rapport behandlar. Byråerna skiljer sig åt genom deras benämningar, men vad som är de egentliga, särskiljande dragen är oklart. Förvirring kring begrep- pen kan därför tänkas uppstå hos kunder, och sökandet efter den mest lämpade byrån att lösa deras kommunikationsproblem kan komma att bli problematiskt. Författarna ämnar i denna studie utröna skillnader mellan en kommunikations-, content respektive reklambyrås organisationsrelaterade identitet. Tre frågeställningar har tagits fram, vilka handlar om vad som skiljer tidigare nämnda byråer åt gällande faktisk-, önskad- och kommunicerad identitet. För att besvara dessa frågeställningar intervjuades respondenter från en kommunikationsbyrå, en contentbyrå och en reklambyrå. Intervjuerna var semistrukturerade vilka behandlade frågor om organisationernas identitet.
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Wilson, Nancy Fraser. "Russian consumer attitudes toward American advertising /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3074456.

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Arsenovic, Jasenko, and Kristian Gjurovski. "Creativity in the digital world of Advertising. : A study within the Swedish advertising agencies." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20237.

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AbstractMaster thesis in marketing at the Linnaeus University School of Businessand Economics in Växjö, spring 2012. Authors: Kristian Gjurovski & Jasenko Arsenovic Examinator & Tutor: Mosad Zineldin Title: Creativity in the digital world of Advertising - A study within the Swedishadvertising agencies. Purpose: The purpose of this paper will be to examine how the Internet and itspossibilities has affected the creativity in teams for creating advertising andalso to find which are the most vital qualities for the organisation to possesswithin to be able to succeed in the creative work. Research question: How has the creativity in Swedish advertising organisationschanged with the intrusion of Internet and what qualities are the most vital tosucceeding with creative advertising with the increased technologicaldevelopment in society through the Internet? Methodology: The research that has been conducted in this thesis iscategorized by an inductive reasoning. Information and data that was obtainedwas gained through semi-structured interviews and a survey. Hence, bothqualitative and quantitative research was performed. Conclusion: The culture in Sweden is defining the creativity and the hierarchicstructure in the organisations creates a need for structure. The core2competences should stay in the organisations as well as the weak competencesshould be outsourced. Suggestion for further research: A deeper insight into the componentscreating creativity could have been done, (individual creativity, group creativity,and organisational theory, with the aspect from the environment) would havegiven an interesting results. Also combining the creative concept in psychologywith creativity in computer science and find the correlation would probably havegiven interesting results.
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Svensson, Johan. "Change management on three big advertising agencies in Sweden." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20802.

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Idag måste företag genomgå förändringar för att fortsätta utvecklas på en konkurrensutsatt marknad och uppnå nya målsättningar. Det är också viktigt för företag att involvera sina medarbetare till förändringsarbeten för att uppnå engagemang och undvika reaktioner i form av motstånd.Studiens syfte är att utifrån tre stora reklambyråer i Sverige undersöka hur man leder ett förändringsarbete och hur deras medarbetare involveras och engageras till förändringsinitiativen. Syftet med studien är också att se hur deras medarbetare påverkas och reagerar på förändringsarbeten och om det är vanligt att det uppstår motstånd eller andra attityder inom reklambranschen. Utifrån en kvalitativ studie har det samlats in textmaterial från intervjuer, observationer, böcker, artiklar och webbplatser. Uppsatsen har också utgått från ett kvantitativt perspektiv, där ett urval av medarbetare på respektive byrå har fått besvara en webbbaserad enkät.Resultatet visar på att reklambyråerna skiljer sig åt och använder olika verktyg, strategier och arbetsmetoder för att leda sina förändringsarbeten och samt motivera och engagera sina medarbetare till förändringsinitiativen. Resultatet visar också att medarbetarna påverkas och reagerar på olika sätt i samband med förändringsarbeten. Resultatet visar även på att där finns tydliga kopplingar till teorin om vad som är betydelsefullt för att reklambyråerna ska uppnå ett framgångsrikt förändringsarbete.
Today on a competitive market, companies and organizations needs to undergo changes in order to continue to develop and achieve new goals. It is also important to involve their employees in order to achieve their commitment and avoid reactions in the form of resistance and other attitudes. Purpose of the study is to examine how to lead Change management in three major advertising agencies in Sweden and how their employees are involved and engaged to change initiatives.The purpose of the study is also to examine how their employees are affected and reacts to Change Management and aslo see if it can develop resistance or other attitudes in the advertising industry among the employees.Based on a qualitative study textual material has been collected through interviews, observations, books, articles and websites. The paper is also based on a quantitative study where a selection of employees at each office has asked to complete an online survey. The result shows that advertising agencies are different and use different tools, strategies and business practices to lead their change management and as well as motivate and engage their employees for change initiatives. The results also shows that the employees is affected and reacts in different ways in the context of change management. The results also shows that there are some connections to the theory of what is important for the agencies to achieve successful Change Management.
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Calitz, Esta. "Interpretation of campaign briefs between South African financial services and advertising agencies." Diss., University of Pretoria, 2016. http://hdl.handle.net/2263/60532.

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Financial services companies need to create awareness around their value offering of intangible services in the market and use advertising campaigns to achieve this awareness and subsequent sales. The study looks at the starting point in the creation of an advertising campaign i.e. the briefing process between the financial services company and the advertising agency. In this process people from different disciplines and different environments communicate and interact with one another, providing opportunities for misunderstanding and misinterpretation. The brief is taken as the illustrative point in the interaction between the two parties and is posed as the epitome of all communication between these two. By evaluating the communication process the study looks at gaps and provides suggestions on how to best manage this interaction as concluded from insights provided by data acquired through a mixed method incorporating quantitative online surveys and qualitative one-on-one interviews with employees from both the financial services company and the advertising agency. The study furthermore looks at the briefing template as the formal document and "contract" between the financial service company and the advertising agency and proposes the structure and required content for such a brief. The potential pitfalls in each of the proposed sections of the briefing template are investigated in terms of the Service Quality Gap Model; thus leading to a recommended protocol a briefing template along with the management thereof by the financial services company which is the way forward as proposed in the study.
Mini Dissertation (MPhil)--University of Pretoria, 2016.
Communication Management
MPhil
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Books on the topic "Advertising agencies"

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Publications, Key Note, ed. Advertising agencies. 5th ed. Hampton: Key Note Publications, 1990.

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Ltd, ICC Business Publications, and ICC Information Group, eds. Advertising agencies. Hampton: ICC Business Publications, 1996.

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Group, ICC Information, ed. Advertising agencies. Hampton: ICC Information Group, 1995.

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Ratios, ICC Business, ed. Advertising agencies. 2nd ed. London: ICC Business Ratios, 1985.

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Ltd, Prospect Shop, ed. Advertising agencies. 2nd ed. Hampton: The Prospect Shop, 2003.

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Ratios, ICC Business, ed. Advertising agencies. 4th ed. London: ICC Business Ratios, 1987.

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Louis, Barfe, and Key Note Publications, eds. Advertising agencies. 7th ed. Hampton: Key Note, 1998.

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Ltd, ICC Business Publications, ed. Advertising agencies. Hampton: ICC Business Publications, 1998.

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Marittanaphō̜n, Prasit, and Khōsanāthurakit (Firm : Bangkok, Thailand), eds. Advertising agencies, 1988. [Kō̜thō̜mō̜. i.e. Krung Thēp Mahā Nakhō̜n]: Khōsanāthurakit, 1988.

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Ladd, William H. Auditing advertising agencies. Altamonte Springs, Fla: Institute of Internal Auditors, 1992.

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Book chapters on the topic "Advertising agencies"

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Rabindranath, Manukonda, and Aradhana Kumari Singh. "Advertising Agencies." In Advertising Management, 153–64. Singapore: Springer Nature Singapore, 2024. http://dx.doi.org/10.1007/978-981-99-8657-6_5.

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Holm, Nicholas. "Advertising agencies." In Advertising and Consumer Society, 147–65. 2nd ed. London: Routledge, 2023. http://dx.doi.org/10.4324/9781003253037-11.

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Springer, Paul. "Advertising, agencies and globalisation." In The Advertising Handbook, 200–215. Fourth Edition. | New York : Routledge, [2018] | Revised edition of The advertising handbook, 2009.: Routledge, 2018. http://dx.doi.org/10.4324/9781315558646-13.

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Schudson, Michael. "What Advertising Agencies Know." In Routledge Library Editions: Advertising, Vol6:44—Vol6:89. London: Routledge, 2021. http://dx.doi.org/10.4324/9780203079157-63.

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Hull, Janet. "The future of marketing and agencies." In The Advertising Handbook, 230–45. Fourth Edition. | New York : Routledge, [2018] | Revised edition of The advertising handbook, 2009.: Routledge, 2018. http://dx.doi.org/10.4324/9781315558646-15.

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Mogaji, Emmanuel. "Advertising agencies working on the message." In Introduction to Advertising, 57–81. Abingdon, Oxon; New York, NY: Routledge, 2021.: Routledge, 2021. http://dx.doi.org/10.4324/9781003008729-5.

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Kim, Kwangmi Ko. "Research on Transnational Advertising Agencies." In The Handbook of International Advertising Research, 78–94. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch4.

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Mozhaev, Alexander, and Lyudmila Kryuchkovskaya. "How advertising agencies are transforming." In Strategic Communications in Russia, 177–92. Abingdon, Oxon; New York, NY: Routledge, 2021. | Series: Routledge new directions in PR & communication research: Routledge, 2020. http://dx.doi.org/10.4324/9781003018926-15.

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Holm, Nicholas. "Advertising agencies: Organisation, agency and internal conflict." In Advertising and Consumer Society, 142–61. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-47175-8_7.

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Hirota, Janice M. "Making Products Heroes: Work in Advertising Agencies." In Propaganda, 329–50. London: Palgrave Macmillan UK, 1995. http://dx.doi.org/10.1007/978-1-349-23769-2_16.

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Conference papers on the topic "Advertising agencies"

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Alvarez-Santullano, Mercedes Mareque, and Francisco Lopez-Corrales. "The advertising agencies in Galicia. Economic financial analysis." In 2017 12th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2017. http://dx.doi.org/10.23919/cisti.2017.7976071.

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Yang, Yue, and Yuemiao Cao. "Relationship between Rewards and Employee Creativity in Advertising Agencies." In the 2019 2nd International Conference. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3354153.3354163.

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Malyuga, Elena N., and Anna A. Khaperstkova. "GENDERED COMMUNICATION AND MANIPULATION: A COMPARATIVE ANALYSIS OF FEMALE SPEECH IN THE ADVERTISING INDUSTRY." In 10th SWS International Scientific Conferences on ART and HUMANITIES - ISCAH 2023. SGEM WORLD SCIENCE, 2023. http://dx.doi.org/10.35603/sws.iscah.2023/s15.13.

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This study aims to identify and assess the manipulative potential of language used in corporate culture through an analysis of female employees' speech in Canadian and British advertising agencies. By addressing this research gap, the study seeks to answer the question of how gender influences the use of manipulative strategies in advertising. To investigate this question, the study employs a comparative research design, complemented by a qualitative analysis of the findings. The research material includes business speeches, presentations, interviews, and articles featuring narratives produced by female respondents working in Canadian and British advertising agencies. The findings suggest that women use emotional and persuasive language to appeal to clients and create a positive attitude towards advertised products. Study results outline specific linguistic differences between Canadian and British female advertising professionals in terms of their use of manipulative language strategies.
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Malyuga, Elena N., and Anna A. Khaperstkova. "GENDERED COMMUNICATION AND MANIPULATION: A COMPARATIVE ANALYSIS OF FEMALE SPEECH IN THE ADVERTISING INDUSTRY." In 10th SWS International Scientific Conferences on ART and HUMANITIES - ISCAH 2023. SGEM WORLD SCIENCE, 2023. http://dx.doi.org/10.35603/sws.iscah.2023/s11.13.

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This study aims to identify and assess the manipulative potential of language used in corporate culture through an analysis of female employees' speech in Canadian and British advertising agencies. By addressing this research gap, the study seeks to answer the question of how gender influences the use of manipulative strategies in advertising. To investigate this question, the study employs a comparative research design, complemented by a qualitative analysis of the findings. The research material includes business speeches, presentations, interviews, and articles featuring narratives produced by female respondents working in Canadian and British advertising agencies. The findings suggest that women use emotional and persuasive language to appeal to clients and create a positive attitude towards advertised products. Study results outline specific linguistic differences between Canadian and British female advertising professionals in terms of their use of manipulative language strategies.
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Robinson Beachboard, Martine. "How Small Advertising Agencies Brand Themselves on the Web: A Pilot Study." In InSITE 2016: Informing Science + IT Education Conferences: Lithuania. Informing Science Institute, 2016. http://dx.doi.org/10.28945/3498.

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Marketing communication agencies are in the business of branding other companies. In the current media landscape, ad agencies need to demonstrate their communication expertise through the Internet including their homepages. This pilot study collected data and user impressions on the websites of 42 randomly selected small advertising agencies. Companies with 10 or fewer employees were of specific interest because of the limited resources they bring to the competitive process. We used content analysis to compare the studied sites with validated criteria for quality websites in seven categories. These areas addressed design, navigation, technology, functionality and content. The content areas concerned reputation, relationship-building opportunities and distinctive branding features. Researchers found mixed results concerning the key branding elements of clarity, competence and credibility, distinctive personality, and demonstrations of expertise. There seems to be room for small ad agencies to improve the way they brand themselves through their websites. The conference presentation shares preliminary findings on how well agencies did at validating their credentials, building relationships, and communicating clearly. Recommendations are offered.
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Joe Anand, M. Clement, Nivetha Martin, Arockiasamy Clementking, S. Rani, Sujitha Priyadharshini, and S. Siva. "Decision Making on Optimal Selection of Advertising Agencies using Machine Learning." In 2023 International Conference on Information Management (ICIM). IEEE, 2023. http://dx.doi.org/10.1109/icim58774.2023.00028.

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Angeliqa, Fitria. "Study of Hermeneutic Phenomenology about Capital Contestation of Women Leaders at Advertising Agencies." In Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/aicosh-19.2019.12.

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Yang, Yue, and Xinxin Ai. "An Empirical Study on Relationship between Rewards and Employee Creativity in Advertising Agencies." In ICIAI 2020: 2020 the 4th International Conference on Innovation in Artificial Intelligence. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3390557.3394323.

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Kurniasih, Nia, Iis Kurnia Nurhayati, and Puji Audina Lestari. "English Adjectives in Indonesian Cosmetic Advertisement: A Study of Emphatic Personal Metadiscourse Markers." In GLOCAL Conference on Asian Linguistic Anthropology 2020. The GLOCAL Unit, SOAS University of London, 2020. http://dx.doi.org/10.47298/cala2020.12-1.

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The growth of the globalization of brands in international markets has led to the inevitable importance of advertisement and hence to scholarship on advertisement, such as with methods of metadiscourse. This descriptive qualitative study was aimed at determining interpersonal metadiscourse markers used in eight advertisements of Indonesian cosmetic products using English in the construction of beauty within contemporary Indonesian contexts. The results evidence an emerging new terminology in defining and classifying the types of beauty as a social construct presented in product advertisements. Employing a discourse analysis and Hylans’s emphatic personal metadiscourse marker adjectives, it was found that the advertising makers have used adjectives to describe nouns in the advertising texts due to their persuasive meanings, namely those of aesthetic adjectives. The adjectives found in the data belong to several categories, i.e. evaluativity, dimensionality (unidimensional and multidimensional), and measurability. All of these adjectives have constructed the concept of green beauty, healthy beauty, modern beauty, religious beauty and aesthetic beauty. This study is expected to contribute to the development of language and media studies, and to enrich media studies, especially those that can enhance the strategies used by advertising agencies to choose the most effective kind of language in their advertisements.
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Romano, Giulia, Matteo Castiglioni, Alberto Marchesi, and Nicola Gatti. "The Power of Media Agencies in Ad Auctions: Improving Utility through Coordinated Bidding." In Thirty-First International Joint Conference on Artificial Intelligence {IJCAI-22}. California: International Joint Conferences on Artificial Intelligence Organization, 2022. http://dx.doi.org/10.24963/ijcai.2022/66.

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The increasing competition in digital advertising induced a proliferation of media agencies playing the role of intermediaries between advertisers and platforms selling ad slots. When a group of competing advertisers is managed by a common agency, many forms of collusion, such as bid rigging, can be implemented by coordinating bidding strategies, dramatically increasing advertisers' value. We study the problem of finding bids and monetary transfers maximizing the utility of a group of colluders, under GSP and VCG mechanisms. First, we introduce an abstract bid optimization problem---called weighted utility problem (WUP)---, which is useful in proving our results. We show that the utilities of bidding strategies are related to the length of paths in a directed acyclic weighted graph, whose structure and weights depend on the mechanism under study. This allows us to solve WUP in polynomial time by finding a shortest path of the graph. Next, we switch to our original problem, focusing on two settings that differ for the incentives they allow for. Incentive constraints ensure that colluders do not leave the agency, and they can be enforced by implementing monetary transfers between the agency and the advertisers. In particular, we study the arbitrary transfers setting, where any kind of monetary transfer to and from the advertisers is allowed, and the more realistic limited liability setting, in which no advertiser can be paid by the agency. In the former, we cast the problem as a WUP instance and solve it by our graph-based algorithm, while, in the latter, we formulate it as a linear program with exponentially-many variables efficiently solvable by applying the ellipsoid algorithm to its dual. This requires to solve a suitable separation problem in polynomial time, which can be done by reducing it to the weighted utility problem a WUP instance.
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Reports on the topic "Advertising agencies"

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Vaskivskyj, Yurij. STATE AND PROSPECTS OF THE DEVELOPMENT OF RUSSIAN-UKRAINIAN WAR: PERSONNEL ASPECT. Ivan Franko National University of Lviv, March 2024. http://dx.doi.org/10.30970/vjo.2024.54-55.12144.

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The article analyzes the state of development of Ukrainian advertising in the conditions of the Russian-Ukrainian war. Studying the work of Ukrainian advertising agencies during the war is a unique experience of Ukrainian specialists during the war. The article emphasizes that Ukrainian advertising agencies have become an example for global corporations with their resilience and courage. The study of the place of Ukrainian advertising agencies in the world system made it possible to state that the domestic industry is developing in step with the world one. This was facilitated by the fact that Ukrainians quickly adapt to modern technologies and catch global trends. In some areas of advertising, Ukrainian agencies are one step ahead of European and American ones. Communication with Ukrainian heads of advertising campaigns, marketers and target specialists, who were directly involved in the “rescue” of companies at the beginning of the war, made it possible to find out how the business development strategy changed, what tactical solutions they used at the beginning of the war, and how they optimized the work of the team. The results of the research give grounds for asserting that in the conditions of the Russian-Ukrainian war, many brands have developed new rules for content and communication in social networks. The content strategy of brands needs maximum adaptation to new realities. The traditional division of content into branded, selling, fan and interactive content is losing its relevance. This market niche is occupied by social, supportive and useful content. In particular, as an example of social brand content, we can name: the national position of an advertising agency, support of the Armed Forces of Ukraine, assistance to consumers, new adapted services, HR information about agency support, assistance to temporarily displaced persons, volunteering. Ukrainian advertising agencies were able to quickly adapt to the conditions of the war, entered international markets, took care of their employees and continue their work. Keywords: advertising, agencies, Russian-Ukrainian war, social networks, work with clients, personnel problems.
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Baladrón-Pazos, Antonio-J. Advertising for immigrants in Spain. From the perspective of the agencies. Revista Latina de Comunicación Social, 2011. http://dx.doi.org/10.4185/rlcs-66-2011-937-350-375-en.

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Silk, Alvin, and Ernst Berndt. Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms. Cambridge, MA: National Bureau of Economic Research, August 1994. http://dx.doi.org/10.3386/w4826.

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Kerrigan, Susan, Phillip McIntyre, and Marion McCutcheon. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Ballarat. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.206963.

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Description Ballarat sits on Wathaurong land and is located at the crossroads of four main Victorian highways. A number of State agencies are located here to support and build entrepreneurial activity in the region. The Ballarat Technology Park, located some way out of the heart of the city at the Mount Helen campus of Federation University, is an attempt to expand and diversify the technology and innovation sector in the region. This university also has a high profile presence in the city occupying part of a historically endowed precinct in the city centre. Because of the wise preservation and maintenance of its heritage listed buildings by the local council, Ballarat has been used as the location for a significant set of feature films, documentaries and television series bringing work to local crews and suppliers. With numerous festivals playing to the cities strengths many creative embeddeds and performing artists take advantage of employment in facilities such as the Museum of Australian Democracy at Eureka. The city has its share of start-ups, as well as advertising, design and architectural firms. The city is noted for its museums, its many theatres and art galleries. All major national networks service the TV and radio sector here while community radio is strong and growing.
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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.
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Role of advertising agencies in behavior change communication. Population Council, 2010. http://dx.doi.org/10.31899/rh2.1042.

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