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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 JANEIROEsta 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
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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Turnbull, Sarah. "The creative development process within U.K. advertising agencies : an exploratory study." Thesis, University of Portsmouth, 2011. https://researchportal.port.ac.uk/portal/en/theses/the-creative-development-process-within-uk-advertising-agencies(23c46a18-e95b-47fa-a26b-fbb09e095905).html.
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Whilst advertising creativity has received attention in the past, the process of advertising creative development has attracted less attention and to date only a limited number of studies have examined this area. Moreover, there is limited empirical evidence on the process within advertising agencies themselves. The aim of this study was to explore the creative development process within advertising agencies and provide evidence of the contextual factors which influence the process. Semi-structured interviews were conducted with 21 advertising agency account management personnel from London based advertising agencies to explore their experience of the advertising creative development process. The results provide evidence that whilst a high degree of customisation takes place, a number of generic stages exist within the creative development process and the study identified a number of previously unreported stages. In addition to the process stages, the study provides evidence of the influence that the client-agency relationship, the provision of resources, the nature of the advertising task and the nature of creativity itself has on the creative development process. The study concludes that the process of creative development within advertising agencies is influenced by a number of factors, including the length, style and stage of the client-ad agency relationship, the level of client involvement, client-ad agency conflict, the provision of resources, the nature of the advertising task and creativity. It was also concluded that strong social bonds do not exist between clients and their agencies. Whilst the small sample size limits the generalisability of the findings, the study makes a valuable theoretical contribution in the area and will benefit researchers and others study advertising processes. In addition, the study offers advertising practitioners, both within the U.K. and in other markets, the opportunity to appraise current practice. The study contributes to both our knowledge of the creative development process and the contextual factors which influence the process and also to our understanding of business-to-business relationships. The study identifies a number of areas that warrant further research and provides a framework of the creative development process which it is hoped will be used as a basis for further examination and qualification.
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Costeira, Alexandre Manuel Andrade. "Selecting advertising agencies : a seleção de Agências de Publicidade em Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6289.
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Mestrado em MarketingEm Portugal, a APAN (Associação Portuguesa de Anunciantes) e a APAP (Associação Portuguesa das Empresas de Publicidade e Comunicação) sugerem-nos e subscrevem um guia de boas práticas, que nos diz que há que ter presente que os concursos são exercícios altamente dispendiosos e desgastantes, tanto para as agências como para os anunciantes e que a seleção e a retenção da agência certa, é fundamental para qualquer anunciante, dado o importante papel que estas desempenham na promoção da empresa e das suas marcas, tendo como objetivo último, a sua rentabilidade. O objetivo deste estudo exploratório prende-se com estudar o comportamento de compra industrial dos anunciantes de modo a conseguir obter uma maior compreensão sobre o processo de pitch e a seleção de agências de publicidade em Portugal. Com base numa abordagem qualitativa, estudaram-se as diferentes fases do processo de compra, quais os atores organizacionais envolvidos e qual o seu papel no processo. Subsequentemente, foram identificados quais os principais critérios utilizados pelos anunciantes na seleção de agências, os fatores que promovem a continuidade e as forças que levam à rutura das relações cliente-agência. As conclusões deste estudo reforçam a necessidade, de clientes e agências, de fomentar o “fator humano”, incentivar a cooperação, colaboração e coordenação e procurar estabelecer relações de partilha.
In Portugal, APAN (Portuguese Association of Advertisers) and APAP (Portuguese Association of Advertising and Communication Companies) suggest and subscribe a best practice guide, which tells us that it should be noted that pitching are highly expensive and stressful exercises for both the agencies and advertisers and that the selection and retention of the right agency is essential to any advertiser, given the important role they play in promoting the company and its brands, with the ultimate goal, their profitability. The objective of this exploratory research relates to the study of the industrial buying behavior of advertisers to achieve greater understanding of the pitch process and the selection of advertising agencies in Portugal. Based on a qualitative approach, the study focused on the different stages of the buying process, on the organizational actors involved and what their role is in the process. Subsequently, we identified which the main criteria used by advertisers in the selection of agencies, the factors that promote continuity and the forces that lead to rupture of the client-agency relationships. The findings of this study support the need, for both clients and agencies, to foster the "human factor", to encourage cooperation, collaboration and coordination, and seek to establish relationships based on sharing.
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Rana, Sibghat Ullah. "Copyrights infringement control awareness and practices in advertising agencies in Pakistan." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-15912.
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This research is focused on study of copyrights infringement control awareness techniques used by advertising agencies in Lahore, Pakistan. This research is focused on the point that the content that falls under copyright at the advertising agencies should follow a classification system. To achieve this goal, it is important to know how much the employees in these advertising agencies know about copyrights infringements. The practices used to control such infringements are also studied in this research. These techniques used by advertising agencies in Lahore are benchmarked against the state of the art techniques and technologies used according to industry standards. This research has been done by following a mixed methods approach. This research is partially based on literature review, data from questionnaire and from semi structured interviews. Analysis of the research has been conducted with the help of simple statistical techniques like arithmetic mean and frequency of a chosen reply. Findings of this research show that there is one very important reason which validates the selection of Pakistani advertising agencies sample for this research. In the developing world there are some very common factors which motivate people towards copyrights infringement. One important factor is that many people in these countries are still not very well aware of these rights and how this infringement occurs. These people tend to carry out copyrights infringements without in some cases knowing that they are committing a crime. On the other hand, the owner of the work in many cases does not apply for any patent or copyright protection. In case of an advertising agency however this issue is serious. Advertising agencies receive a lot of information from their clients. These agencies have access to the information about clients. These agencies also have their internal information. There is some information or creative work which is co-owned by the client and the advertising agencies. Copyrights infringement in this case thus can prove to be a very complicated issue. The objectives of this research were achieved completely.
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Alzahrani, Mojib Othman. "Quality in Saudi advertising design." Thesis, Curtin University, 2012. http://hdl.handle.net/20.500.11937/1902.
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This research investigates reasons for differences in quality between advertisements created by local and international advertising agencies operating in Saudi Arabia. It focuses on the investment in, and use of, computer technology as a factor in creating these differences, along with other factors such as work practices, skills, organizational structure, education and design strategies.The objectives of this research are to identify the causes of differences in quality of advertising design outputs between local agencies and international advertising agencies operating in Saudi Arabia; to compare the advertising design processes, practices, resources and difficulties of local and international advertising agencies; and to identify strategies that may improve the quality of local advertising design.The research uses a multi-method approach, using both questionnaires and semi-structured interviews to collect data from 223 professionals working in the field of advertising design in four major cities in Saudi Arabia (Riyadh, Jeddah, Dammam and Khamis Mushait). Participants were selected to provide a balance between local and international advertising agencies. These data confirm that advertisements created by local advertising agencies are commonly considered lower in quality than those of international agencies; it also quantifies participants’ understanding of the reasons for the differences. These reasons, rarely operating alone, include the skill of local staff in using modern computer technology and design software; weaknesses in professional processes and business structures; insufficient design education and training of local designers; limited investment of financial resources in local agencies in terms of technology, management and employment; low investment in novel ideas and concepts; and over-involvement of clients in creative processes.Several strategies and policies to improve the quality and strength of the local advertising industry are identified. In particular, improve the take up and use high performance computer hardware and appropriate professional design software in the field of local advertising; this research also identifies the importance of improving Saudi design education and training, with particular note made of the lack of training in this field for males in Saudi universities. Local Saudi media have a significant role to play in helping to improve visual cultural awareness in Saudi Arabian society. This research offers insights and suggestions that will have positive benefits for local advertising agencies and their clients.
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Flourentzou, Evangelia. "Succession planning for small and medium-sized family advertising agencies in Cyprus." Thesis, Middlesex University, 2014. http://eprints.mdx.ac.uk/13927/.
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Leadership succession is not a single measure, but rather a complex process (Sharma et al., 2001) that is necessary to ensure continuity of effective managerial control and engagement in a business entity (Charan et al., 2001). Thus, the aim of this work-based project involves addressing and examining the question of succession planning in family-owned and managed small and medium-size Cypriot advertising agencies, as well as developing a feasible model of leadership succession for such agencies. It takes into consideration the four major stakeholders in advertising agencies, namely non-family employees, owner-managers, clients, and the media. The study’s roadmap draws on Freeman’s (1984) Stakeholder Theory and Ajzen’s (1991) Planned Behaviour to explore the attitudes and perceptions of important stakeholders at work, as well as on Hofstede’s (2001) Cultural Dimension Approach to understand the cultural context of Cyprus. Moreover, research adds to extant literature by providing information regarding stakeholders such as media and clients, and by placing emphasis on the feelings and needs of non-family employees in the context of the family firm’s working environment. To that end, this action research project involves semi-structured interviews and focus groups to investigate a) the attitudes of the four major stakeholders towards succession-related issues; b) non-family employees and owner-managers’ perceptions of what important and influential stakeholders in advertising agencies think about succession in such agencies; c) the behavioural intentions of non-family employees to stay or leave their workplace in connection with the family firm’s succession, and the owner-managers intentions to keep succession in the family or engage non-family employees in the firm’s succession planning; and d) explain findings on organisational mentality regarding succession through the cultural lens. The findings of this study reveal that succession is not a top priority issue of advertising agencies’ owner-managers who view succession as a single event rather than a long-term planning process. Moreover, findings support that all stakeholders participating in the research perceive succession as a family matter, while the impact of the Cypriot culture is a determinant of the creation of such perceptions and attitudes. This study’s results also underline the importance of adopting strategic planning for leadership succession that includes skilled non-family employees, since talent and expertise are necessary ingredients for success in such a competitive and complex field as advertising. The project’s outcome is a model of leadership succession that takes into account insights of the major stakeholders in advertising agencies and provides a map of the succession planning process, indicating important steps and features necessary for its successful implementation. As such, the proposed model of leadership succession has an impact on advertising agencies as business entities, as well as on the four major stakeholders involved in such agencies, since it incorporates their personal and professional needs alongside their positions regarding succession and ensures a smooth leadership takeover by talented non-family professionals responsible for leading a family firm forward. The workability of the leadership succession model has been tested at Contact Advertising, the researcher’s workplace, and it is at the disposal of all family-run advertising agencies in Cyprus.
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Raley, Gabrielle. "Between art and advertising the production, organization, and culture of commercial art /." Diss., Restricted to subscribing institutions, 2010. http://proquest.umi.com/pqdweb?did=2023816031&sid=1&Fmt=2&clientId=1564&RQT=309&VName=PQD.
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Weiland, Craig J. "Advertising to Boomers, Gen Xers and Gen Ys." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/4936.
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Thesis (M.A.)--University of Missouri-Columbia, 2007.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file as well as 10 media.jpg files. Title from title screen of research.pdf file (viewed on November 12, 2008) Includes bibliographical references.
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Adams, Nessa Cecelia. "Cultural diversity communication strategies in UK and US advertising agencies : a Bourdieusian analysis." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/15825.
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The rise of black and minority ethnic (BME) populations in the UK and US in recent years has led to the introduction of cultural diversity communication strategies within the advertising industry. These strategies draw on beliefs, and cultural and religious values to specifically target BME audiences. This thesis examines the processes involved in creating these strategies, by analysing the discourse and working practices of advertising practitioners. By drawing on interviews and ethnographic observations in eight advertising agencies in the UK and US, it compares the differences in producing cultural diversity communication strategies between a) the general market agencies targeting mass audiences, and b) the emerging cultural diversity agencies only targeting BME audiences. I argue that the creation of these strategies is subject to powerful constraints and institutional racism, limiting market opportunities for advertising. The thesis starts by bringing together Bourdieu's theories of habitus and field theory (1977; 1984; 1993) with contemporary studies of the relationship between 'race' and media practices. This union sets the foundation for my adaption of field theory to analyse contemporary advertising practices and to examine how discourse, working practices and 'professional advertising organisations' reinforce racist ideologies and audience exclusion. In the second part of the thesis, this theoretical framework is applied to the fieldwork. Firstly, my analysis evidences the manifestation of racism across the field and how racial stereotypes are developed. Secondly, these attitudes shape the exclusionary practices that affect how CD communication strategies are executed, particularly in the UK. Lastly, I examine two 'diversity' events run by 'professional advertising organisations', analysing how they set 'good practice' standards and the power they have in shaping working practices across the industry. Ultimately, this thesis goes beyond existing studies on racial representations, and investigates the relationship between racism and intentionality amongst the industry's powerful constraints.
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Міцура, Олена Олексіївна, Елена Алексеевна Мицура, Olena Oleksiivna Mitsura, and С. І. Щербакова. "Розвиток рекламних агенств в Україні." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/14689.
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Садовникова, О. В. "Практика повышения эффективности рекламного агентства наружной рекламы." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13820.
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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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Moore-Nothnagel, Beatrice. "'n Ondersoek na die opkoms van kliëntepublikasies: moontlike riglyne vir adverteerders." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/4038.
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Thesis (MPhil (Journalism))--University of Stellenbosch, 2010.AFRIKAANSE OPSOMMING: Ten spyte daarvan dat die vyf tydskrifte met die hoogste sirkulasiesyfer in Suid-Afrika almal kliëntepublikasies (Engels customer publications) is, skiet advertensie-agentskappe klaarblyklik steeds dié publikasies ten gunste van verbruikerspublikasies af omdat hulle dit waarskynlik nie as geloofwaardig beskou nie. Waar talle verbruikerstydskrifte egter min of geen groei in ’n ál meer mededingende en gefragmenteerde mark toon, ervaar die top-kliëntepublikasies steeds merkwaardige groei. In die verlede is die meeste kliëntepublikasies deur die betrokke maatskappy se bemarkingsbegroting gefinansier. Vandag egter, word finansiering al meer deur adverteerders verskaf. Die vraag wat dog dikwels deur skeptiese advertensie-agentskappe gevra word, is of derdeparty-adverteerders dieselfde waarde geniet as wat die maatskappy se handelsmerk in dié publikasies doen. Hoewel Suid-Afrikaanse kliëntetydskrifte net soos hul eweknieë in die VK en VSA die grootste sirkulasiesyfers het, geniet hulle egter nie dieselfde advertensie-ondersteuning as in dié lande nie. Dit is ’n interessante verskynsel en hierdie studie wil onder meer poog om vas te stel waarom dit so is. Kontrakuitgewers stem in die algemeen saam dat ’n standaard stel riglyne waarop advertensie-agentskappe hul besluitneming kan grond, beslis sal help om ’n gelukkiger stand van sake te bewerkstellig. Hierdie studie poog om binne die teoretiese raamwerk van die politieke ekonomie van die media ’n stel riglyne saam te stel waarop advertensie-agentskappe hul besluitneming oor advertensieplasing kan grond. Die metodologie wat gebruik is, behels veldnavorsing met indiepte-onderhoude as fundamentele navorsingstegniek en gevallestudies met inhoudsanalise as aanvullende tegniek. Om die riglyne te kon saamstel, is advertensie-agentskappe en die kontrakuitgewer New Media Publishing betrek en is vier kliëntetydskrifte – Edgars Club Magazine, Horizons, Skottel en Woolworths TASTE – ontleed.
ENGLISH ABSTRACT: Despite the fact that the five magazines with the largest circulation figures in South Africa are all customer publications, advertising agencies still seem to shun these publications in favour of consumer magazines because they say they do not deem them credible. Where several consumer magazines showed very little or no growth in an ever increasing and fragmented market, top customer publications continue to experience remarkable growth. In the past, most customer publications were financed by a company’s marketing budget. Today, however, they are often financed by advertisers. The question that sceptical advertising agencies ask is whether third party advertisers benefit from the same value as the company’s own brand. Although South African customer magazines have the same large circulation figures as their counterparts in America and the United Kingdom, they seem not to enjoy the same advertising support as these countries. This is an interesting phenomenon and this study aims to determine why that is the case. In general, contract publishers seem to agree that a standard set of guidelines on which advertising agencies could base their decision-making, would assist in ensuring a happier state of affairs. Within the theoretical framework of the political economy of the media, this study aims to compile a set of guidelines on which advertising agencies could base their decision-making regarding advertisement placements. The methodology includes field research with in-depth interviews as fundamental research technique and case studies with content analysis as supplementary technique. To compile these guidelines, advertising agencies and the contract publisher New Media Publishing are concerned and four customer magazines – Edgars Club Magazine, Horizons, Skottel and Woolworths TASTE – analysed.
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Yue, Rui. "Contagion or competition : partner abandonment in Korean television advertising industry, 1985-1996 /." View abstract or full-text, 2004. http://library.ust.hk/cgi/db/thesis.pl?MGTO%202004%20YUE.
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Thesis (M. Phil.)--Hong Kong University of Science and Technology, 2004.Includes bibliographical references (leaves 68-81). Also available in electronic version. Access restricted to campus users.
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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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Grahle, Christian René. "Organizing creativity : the role of aesthetic knowledge in advertising creative processes." Thesis, University of St Andrews, 2015. http://hdl.handle.net/10023/11868.
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This thesis presents the results of research which investigated how creative processes in advertising agencies are organized and the role aesthetic understandings play therein. Indepth accounts describing how creative processes in advertising agencies are organized were not well characterized in the extant literature. This was surprising, given the confusion that existed about whether or not advertising practitioners share similar tastes. Whereas some research suggests highly homogenous taste patterns, other research, reporting about severe conflicts in advertising agencies, suggests that the contrary is true. Consequently, also research on taste-making processes and thus the ways through which tastes and collective action are negotiated was missing. This research aims to address these gaps in the literature by providing an in-depth account of the way specific practices creative processes are organized by analysing how practices and tastes interlink as well as by providing insights into the ways through which taste and collective action are sustained at advertising agencies. To do so, qualitative research at a leading London-based advertising agency was carried out over a period of five months. Two sets of practices by which the advertising creative processes were organized were identified. In addition, four types of tensions between both sets of practices and thus different tastes among advertising practitioners, depending on the practices in which they were immersed, were found. Moreover, ways in which tensions were resolved and thus how different tastes were negotiated were identified. By doing so, this research closes the above gaps in the literature and reveals that at advertising agencies' creative processes and taste-making go hand in hand. Finally, practical insights for managers in the advertising industries, aiming to foster collective engagement, collaboration and conversations, and creative expression in creative advertising processes as well as suggestions for future research are offered.
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Yang, Hye Sung (Hye Sung Hazel). "The strategic transformation of advertising agencies in the digital era : the case of Cheil Worldwide in Korea." Thesis, Massachusetts Institute of Technology, 2015. http://hdl.handle.net/1721.1/98987.
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Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.Cataloged from PDF version of thesis.
Includes bibliographical references (pages 46-49).
Cheil Worldwide is the number one marketing and advertising agency in Korea. Throughout its history, it heavily relied on its parent company and major client, Samsung and on traditional media advertising for its revenue. However, as the digital medium has become an important platform for the advertising industry, Cheil Worldwide is facing strategic challenges in this field. Cheil Worldwide needs to break out of its domestic boundaries and adapt into the digitalized industry and seek competitive advantage over its competitors. This thesis analyzes the strategic changes that other leading advertising agencies have made and makes recommendations for Cheil Worldwide to map its future path and recreate the value positioning of the company. Cheil Worldwide can strengthen its position globally and use this study to plan for its growth. It will specifically answer the question: "Will Cheil Worldwide survive in the digitized advertising industry?" by comparing leading advertising agencies with Cheil Worldwide and highlight issues dealing with digital agencies.
by Hye Sung (Hazel) Yang.
S.M. in Management Research
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Skipper, Barbara Anne. "The Relationship between Desired Results and the Marketing Tools Used in Recreation Programming." Thesis, University of North Texas, 1992. https://digital.library.unt.edu/ark:/67531/metadc278932/.
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The purpose of this study was to compare two types of flyers used in the promotion of a recreational special event by a nonprofit agency. Informational and persuasive flyers were developed for an audience participation murder mystery play presented at Carswell Air Force Base near Fort Worth, Texas. Flyers were distributed throughout this military community. Only those individuals interested in attending a theatrical production registered for this program. A pretest and posttest were administered. Data were analyzed using Chi square goodness of fit tests, tests of proportions, and t-tests. Findings were: (a) persuasive flyers were more effective than the informational type in attracting potential patrons to register for an audience participation murder mystery play, (b) persuasive flyers were also more effective in attracting potential patrons to actually attend a murder mystery production, (c) however, persuasive flyers were not more effective in influencing the expectation or satisfaction of the patrons with the murder mystery production, and (d) neither type of flyer attracted patrons with any different demographic profiles who registered for or who attended this murder mystery production. In view of the findings of this study, the following recommendations for further study appear to be warranted: (a) further research on the use of flyers for advertising and marketing of recreational and leisure activities, programs and special events might be beneficial; (b) further research is also needed to validate that persuasive flyers are more effective in enticing the potential patron to register for and attend a recreation activity; and (c) more study is also required to see whether it is possible for flyers to influence patron expectation and satisfaction with a recreational program.
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Gardim, Nanci. "O setor publicitário no Brasil : construção e reconfiguração dos principais grupos e instituições de influência (1920-1980)." [s.n.], 2012. http://repositorio.unicamp.br/jspui/handle/REPOSIP/287032.
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Orientador: Maria Teresa CiteliDissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Geociências
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Resumo: A atual segmentação na esfera publicitária (entre agências, anunciantes, veículos de comunicação) resulta de um encadeamento pretérito da ação de diferentes atores. Esse tipo de ordenamento - iniciado há muitos anos (por volta de 1920) e trabalhado aqui até 1980 - engloba conhecimentos específicos e técnicos; esbarra em políticas de diferentes níveis, desde o plano interno até políticas públicas e de governo. À luz de estratégias metodológicas aportadas pela teoria ator-rede, essa dissertação enfoca "o fazer publicidade" como um processo que envolve diferentes grupos que ocupam distintas posições na hierarquia de privilégios. Considera-se que a demarcação dos limites de atuação entre as agências de publicidade, institutos de pesquisa (principalmente o IBOPE) e veículos de comunicação resulta de processos de ordem técnica e social. No âmbito deste estudo, busca-se entender como os atores do setor publicitário se movem se articulam e assumem novas formas - ao mesmo tempo, que se adaptam e configuram novos padrões tecnológicos - tendo como pano de fundo a formação da atividade publicitária no país. A identificação das controvérsias nesse segmento tem como objetivo fornecer subsídios para a visualização da amplitude da rede/grupos de profissionais e dos demais elementos que a compõem. O resultado do trabalho de pesquisa aqui apresentado, corrobora para a percepção de que as tecnologias e as pesquisas que compõem o seguimento publicitário no Brasil, por si só, não determinam as fronteiras entre os grupos, mas "possuem agência" nas relações por eles estabelecidas ao longo do tempo
Abstract: The current segmentation in advertising sphere (between agencies, advertisers, media outlets) results in a past catenation of activities of different actors. This type of catenation - that started many years ago (around 1920) and is worked here until 1980 - includes specific knowledge and expertise and bumps into policies of different levels. In light of methodological strategic brought by actor-network theory, this dissertation focuses on the "advertising" as a process that involves different groups occupying different positions in the hierarchy of privileges. It is considered that the demarcation of the boundaries of performance among advertising agencies, research institutes (mainly IBOPE) and media (radio and television-Globo) is result of technical and social processes. Within this study, we seek to understand how the actors of advertising industry articulate each other and take new forms - the same time that adapt and configure new technology standards -, having as background the formation of the advertising activity in the country . The identification of the controversies in this segment aims to provide tools for visualization of the extent of network professionals and other elements that compose it. The results of this research contribute to the perception that the technologies and the researches that compose the advertising brazilian sector, per se, does not define the boundaries between groups, but has a strong influence on the relationships built by them over time
Mestrado
Politica Cientifica e Tecnologica
Mestre em Política Científica e Tecnológica
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Marthinsson, Ted, and Erik Wredberg. "Green Market Communication - Advertising and communication agencies insight in client companies and views and values on environmental issues." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22423.
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Kommunikationsbyråerna intar nyckelpositioner i dagens marknadsekonomi där det läggs en stor tilltro i den enskilda individens rationella förmågor. Reklamen bemöts med mycket kritik men anses ändå vara ett kommunikationsmedium som kan säkerställa att de utbyten som sker på konsumentmarknaden verkligen är miljömässigt värdeskapande för de parter som ingår i utbytesprocessen. Studien bygger på kvalitativa samtalsintervjuer med personer på åtta olika kommunikationsbyråer i Sverige. Studien redogör för byråernas insyn i kundföretagen och de intervjuades åsikter och värdegrund i miljöfrågor. Byråerna har överlag interaktiva och långvariga kundrelationer som både säkerställer en god insyn i det beställande företaget. Avsaknaden av interna riktlinjer rörande etiska och miljörelaterade frågor i marknadskommunikationen som utarbetas är dock en faktor som medför att synsätten kring detta är individuellt förankrade och endast existerar informellt mellan de anställda. Detta innebär att de som utformar kommunikationen har ett stort ansvar för att på ett objektivt vis avbilda företag och produkter för att på så vis sända korrekta signaler till konsumenterna på marknaden.Communication agencies occupy key positions in today's decentralized market economy, where as there is great confidence in the individual's rational abilities. Advertising is met with much criticism but is still considered to be a form of communication that can ensure consumer market exchanges to be really environmental value creative for the parties involved in the exchange process. The study is based on qualitative interviews with people from eight different communication agencies placed in Sweden. The study describes the agencies insight in client companies and the respondents views and values on environmental issues. The agencies generally have interactive and long-term customer relationships that both ensure a good working process and enable a transparency of the ordering company. The lack of internal guidelines regarding ethical and environmental issues in the marketing communication, that they create, is one factor that causes the views to be individually anchored and which only exists informally between the staff. This means that the people who design the communication has a great responsibility to provide an objective way depict companies and products in order to send the correct signals to the consumer market.
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Atthakornkovit, Chalinee, and n/a. "An analysis of marketing communications development and practices in Thailand from 1987 to 1991." University of Canberra. School of Communication, Media & Tourism, 1994. http://erl.canberra.edu.au./public/adt-AUC20060605.133549.
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This study presents a descriptive account and an analysis of the development and
practices of marketing communications in Thailand between 1987 to 1991, the
period of the Sixth National Economic and Social Development Plan. By using a
theoretical approach which combines features of both the "edeterminist"e views of
the relation between marketing and economic development (Joy and Ross, 1989),
and the cultural dependency models (Reeves, 1993), the study takes a contextual
and qualitative cultural approach to understanding Thai marketing communications
practices.
The development of Thai marketing communications between 1987 to 1991
was marked by the rapid growth of the influence of transnational advertising
agencies (TNAAs) in Thailand, together with some substantial, but constrained,
development of local advertising agencies and other ancillary marketing
communications services. Advertising expenditure for the whole industry increased
by some 200 per cent in the period, whereas some 38 new agencies were
established as well, of which 34 were locally owned. The relative lack of capital of
local agencies and professionals, however, together with the dominant influence of
TNAAs on local marketing communications practices, meant that the growth of the
marketing communications industry took place within the parameters determined
by the TNAAs.
This theme of the interplay between the local and the global development of
marketing communications in Thailand is examined at different levels. The first
chapter analyzes aspects of the national economy with reference to the effect of the
National Economic and Social Development Plans and features of Thai culture and
society which were the framework of the marketing communications. The second
chapter then considers relevant Western and Thai literature to review earlier and
current theories about the relationship between marketing communications and
national development.
The bulk of the analysis is then made in Chapters Four to Six. Chapter Four
analyzes the Thai communication infrastructure and reviews the growth of
transnational media advertising within the context of mass communications, public
communications and communication for specific purposes. Mixed evidence
emerges here of both an improvement in parts of the mass media, and continuing
deficiencies in the telecommunication infrastructure.
Chapters Five and Six then analyze the development and changes in Thai
marketing communications in the period and the impact of globalization
respectively. This is done through a qualitative content analysis of two monthly
business magazines, Khoo Kaeng and Phoo Jad Karn, and two business
newspapers, Thansetthakit and Prachachart Thurakit. The analysis here shows the
dominance of a "eMadison Avenue"e style of marketing communications among
TNAAs, as well as growing use of sales promotion, public relations, and direct
marketing by local marketers. It is concluded that the industry practices of Thai
marketing communications were mainly shaped by the actions of the TNAAs
operating within the policy framework set by the Thai government.
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Crossman, M. Kris. "An examination of opinion research firm specialists' perceptions toward public relations practioners as clients as compared to marketing and advertising practitioners as clients." Virtual Press, 1987. http://liblink.bsu.edu/uhtbin/catkey/515491.
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This thesis sought to test the null hypothesis that stated: There is no difference in the perceptions of public opinion research firm specialists toward their client relationships with public relations practitioners as compared to practitioners in marketing and advertising.A mail survey was sent to 129 opinion firm member organizations of the Council of American Survey Research Organizations. A total of seventy-one responses were returned representing 54.3 percent of the population. Of the returned surveys, twenty-one respondents, or 29.5 percent, had conducted research for public relations, marketing, and advertising practitioners within the last year and were able to complete the questionnaire.The findings rejected the null hypothesis and indicated areas where perceptions differ. According to the surveyed researchers, their public relations practitioners fell short of marketing and advertising practitioners in understanding research methods, in possessing the necessary research skills needed to interpret statistical data, and in fully using the available services of opinion research firms.In addition, sixteen client/researcher characteristics were explored to focus on specific strengths and weaknesses, as seen by researchers, in relationships with public relations, marketing, and advertising clients. These characteristics explorations were used to create an ideal client/researcher relationship profile for comparison. This clearly found distinct differences in opinion researchers’ working relationships with each practitioner. To begin, while public opinion researchers thought understanding long-term project goals was the most important characteristic in an ideal client/researcher relationship, it was one of the least practiced characteristics by public relations practitioners. Similarly, researchers thought characteristics, including decisiveness regarding decisions, clear-cut objectives, understanding a study's limitations, and support from top management were very important in relationships. These same characteristics were not regularly practiced by the surveyed researchers' public relations clients. Concurrently, among those characteristics considered to be the least important by the respondents in an ideal client/researcher relationship, public relations practitioners most regularly practiced them. These include freedom allowed the researcher to carry out a study, enjoyment between client and researcher while working together, and simple approval procedures.Advertising clients fell dramatically behind the preferred ideal relationship in only two areas according to the surveyed respondents, involving candid communications between researcher and clear-cut objectives. Marketing practitioners did not deviate far from the ideal client/ researcher relationships according to opinion researchers. Overall, marketing practitioners are the preferred client.
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Arias, Carlos Andres. "Un paso pa' delante| Notions of middle class economic success in three Salvadoran advertising agencies in the face of dollarization." Thesis, California State University, Long Beach, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=1593790.
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This qualitative study explores the evolving notion of economic success among middle class Salvadorans. While initially aimed at the effects of dollarization, the scope was widened to be more inclusive of overall neoliberal practices in El Salvador. In-depth interviews and ethnographic observations were used to understand life as a middle class Salvadoran and the relationship between government practices, including dollarization, and the evolving definition of economic success. Focusing on the individuals in the advertising industry, this study examines the complex factors that influence and determine middle class sentiments regarding their economic status and their point of view on dollarization’s effects on their lives. Additionally, this study considers how opinions and experiences differ along socioeconomic lines, comparing middle class employee experiences with that of upper class CEOs. The study was conducted in San Salvador, El Salvador; the economic and cultural center of El Salvador.
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Moreira, Mariana Fraga. "Os desafios da publicidade na internet : a percepção estratégica das agências de Florianópolis." Universidade do Estado de Santa Catarina, 2015. http://tede.udesc.br/handle/handle/139.
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A ascensão da internet impactou substancialmente na vida das pessoas e na forma com que elas consomem mídia. Segundo Pesquisa Brasileira de Mídia (2015), 48% da população brasileira tem o hábito de acessar a internet. Por outro lado, segundo Projeto Inter-Meios (2015), esta mídia representou apenas 7,6% do bolo de receitas publicitárias em 2014. Transportando para a realidade de Florianópolis, a pesquisa ratificou a baixa representatividade deste tipo de mídia nos investimentos publicitários feitos através das agências consultadas. Diante deste cenário, o objetivo do trabalho consiste em propor ações estratégicas para incrementar o desenvolvimento dos veículos de comunicação na internet a partir da percepção das agências de publicidade de Florianópolis. A pesquisa foi dividida em duas etapas: a primeira exploratória, com pesquisa documental e bibliográfica, e a segunda descritiva, através de entrevistas em profundidade com líderes de agências de Florianópolis. Os fatores indicados pelas agências consultadas que mais influenciam na escolha dos veículos utilizados em um plano de comunicação foram Audiência e Conteúdo , e os menos influentes, Opec e Bônus . É importante destacar as várias ressalvas sobre a ordem de importância destes fatores apresentadas pelos entrevistados, que fizeram aumentar a relevância de fatores como Imagem e Reputação e Vendas e Relacionamento , apontados com destaque nos veículos tradicionais; questionar a posição do fator Conteúdo , pois mesmo sendo apresentado como o segundo mais relevante e apontado como um diferencial para a internet, este não conseguiu elevar a representatividade deste tipo de mídia nas agências; e, por fim, apesar do Bônus ter sido eleito menos relevante, ele aparece como ponto importante na relação entre veículo e agência em várias outras respostas e comentários dos entrevistados. Em sua relação com os veículos de comunicação, a maior parte das agências consultadas opta por promover reuniões para construção conjunta de soluções aos clientes. Porém, quando comparam esta relação entre veículos tradicionais e na internet, os entrevistados afirmaram que os veículos na internet são mais frios e que nem sempre seguem a regulamentação que rege a relação entre agência e veículo, ao contrário dos veículos tradicionais. Os principais desafios enfrentados pelas agências consultadas com o crescimento da internet como meio de comunicação são: a dificuldade de constante capacitação da sua equipe, a falta de conhecimento dos clientes anunciantes e a baixa rentabilidade da internet. Contudo, foi possível apurar que, apesar das agências terem afirmado que ocorreram mudanças na publicidade com a chegada da internet, estas se apresentam enraizadas no modelo tradicional da publicidade, mais rentável, e em sua maioria, limitam-se à capacitação interna para seu desenvolvimento no mercado. A partir da análise e interpretação destas informações, as propostas aos veículos de comunicação na internet foram organizadas em quatro perspectivas: relacionamento, capacitação, regulamentação e resultado.
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Yaro, Walita, Adissa Asmar, and jahf Heidi von. "The Effects of Having a Presence in Social Media : Swedish advertising agencies' awareness of social media and its contributing opportunities and risks." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26843.
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Emerging from traditional marketing platforms in the early millennium is a brand new marketing form called social media. Having a presence in social media is a growing part of marketing communication and it gives companies a voice and a means to converse with their existing and prospective customers. Social media is starting to become a great tool for businesses to develop and maintain strong relationships with customers and is therefore a vital platform for organizations to communicate with their customers. Having a presence in social media will require businesses to be aware of the opportunities and risks that come with using the medium. Not knowing how to use the new channels and the accompanying technique while launching different social media channels can be highly unsuccessful for the business. Learning how to communicate with customers when using social media channels is therefore crucial for a business‟ success in that area. The purpose of this study is to investigate the effects of having a presence in social media for business-to-business companies, by focusing on the opportunities and risks. Three research questions are developed, based on the literature review. A deductive approach has been applied followed by a qualitative research with a semi-structured form, focusing on the advertising industry. Furthermore, a case study strategy has been carried out with four different advertising agencies located in Sweden. This study reveals that industry professionals believe that social media is a vital platform for brands to be present in because it allows them to keep contact with current and potential customers. They believe in the magnitude of being able to communicate and interact with people online and how that interaction can lead to new strong relationships. Furthermore, the research shows that advertising agencies have a deep understanding of what a social media can bring them in terms of creating prosperity for their businesses and generate awareness towards their brands and their work. Finally, the study terminates that having a presence in social media can provide the agencies with more positive than negative effects by gaining a great deal of success and resulting in greater campaign and brand awareness.
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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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Hernández, Quispe Carolina Andrea. "¿Cuáles son los factores que limitan la presencia femenina en la creatividad publicitaria?" Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/653236.
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El presente artículo pretende mostrar parte de la realidad de la configuración, a nivel de género, de los equipos del departamento de creatividad en la industria publicitaria limeña. Se presenta, en un primer momento, una investigación teórica que recorre la historia de la mujer en el ámbito laboral y luego, de manera específica en la publicidad. Esto se respalda con indagación cualitativa realizada a través del método de entrevistas, a los principales directores de esta industria. Así, se responde, de manera no concluyente, cuáles son los principales factores que limitan la presencia femenina en los departamentos creativos de las agencias de publicidad.This article intends to show part of the reality of the configuration, at gender level, of the teams of the creativity departments in Lima advertising industry. It presents, at first, a theoretical research that covers the history of women in the working environment and specifically in advertising. This is supported by qualitative research carried out through the method of interviews with the heads of the industry. Thus, it is answered, inconclusively, which are the main factors that limit the female share in the creative departments of advertising agencies.
Tesis
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Stewart, Malcolm Hynd. "Antecedents, policies and practices of promotional standardisation strategy : a comparison of British MNC's and advertising agencies in three countries across the European Union." Thesis, University of Strathclyde, 2012. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=22553.
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The aim of this thesis is to provide a new insight into the "cause-effect" chain that "traditional" research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies' promotion standardisation decision making which, in turn affects the level of standardisation of these promotional elements - Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC's were compared across the UK, France and Germany. In-depth Interviews were conducted after the questionnaire to further confirm the findings from the questionnaire. The framework supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The thesis finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.
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Karlsson, Sara, and Åsa Horn. "Förutsättningar för distanskommunikation mellan reklambyråer och kunder : En intervju- och enkätundersökning." Thesis, Högskolan Dalarna, Grafisk teknologi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:du-11458.
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Små reklambyråer har, i skuggan av den ekonomiska krisen, fått konkurrens om sina kunder av större reklambyråer och tryckerier. En lösning kan vara att skapa relationer till företag utanför närområdet. Internetbaserade verktyg för distanskommunikation skulle i sådana fall kunna erbjuda ett bra komplement till det fysiska mötet. Distanskommunikation är effektivt eftersom det bland annat ger minskad tidsåtgång för möten och minskade resekostnader. Denna typ av kommunikation kan dock innebära större risk för missförstånd, och färre tillfällen att bygga en personlig relation till kunden. Användningen av internetbaserade verktyg för att kommunicera på distans förväntas dock bli allt vanligare i framtiden, i takt med att utbudet av kommunikationsverktyg ökar. Huvudmålet med denna studie har därför varit att undersöka förutsättningarna för distanskommunikation mellan reklambyrå och kund. Syftet har varit att ta reda på hur för- och nackdelar med distanskommunikation värderas av respektive parter, samt vilket kommunikationssätt som de anser lämpar sig bäst vid olika arbetssteg. Detta undersöktes genom enkätundersökning till utvalda företag samt intervjuer med fyra mindre reklambyråer i Dalarna. Studiens resultat, visade tydligt att det personliga mötet är mycket viktigt, och att det inte kan ersättas av någon form av distanskommunikation. Däremot ansåg både företag och reklambyråer att verktyg för distanskommunikation kan användas vid arbetsmöten.Small advertising agencies have in recent years lost clients due to competition from larger agencies. A solution could be to create a relationship to clients outside the nearby area, Internet based communication tools might here be a good complement to physical meetings. Telecommunication is effective because it is less time consuming and it decreases travel costs. It could however result in misunderstandings and less opportunities to develop a close relationship with the client. The use of internet based communication tools is expected to increase in the future, along with the development of telecommunication tools. The aim of this study has been to examine the possibilities for small agencies to use telecommunication with their clients. Our purpose has been to determine the effects of telecommunication for both agencies and clients. The study also aims to recommend tools for each production step in the creative process. Results of this study clearly indicates that the personal meeting is very important, and it can not be substituted with telecommunication. Both agencies and clients considered telecommunication as an option for work meetings.
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Machado, André Filipe Couto. "Content marketing em Portugal : um estudo de caso em agências de publicidade/comunicação." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7681.
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Mestrado em MarketingEste Trabalho Final de Mestrado tem como objeto de estudo o content marketing em Portugal. Numa altura em que a evolução tecnológica e comunicacional potenciou os atributos dos conteúdos e suas mensagens, esta dissertação pretende conhecer de que forma é trabalhado em Portugal o content marketing pelas agências de publicidade/comunicação portuguesas e de que forma elas veem as marcas/empresas a adotar este conceito. O estudo pretende responder às seguintes perguntas de investigação: - Como é trabalhado o content marketing em Portugal - e - Como é que o content marketing pode ser vantajoso para as empresas/marcas. Para executar este trabalho foi feito um estudo qualitativo com base em entrevistas em quatro agências de publicidade/comunicação que trabalham content marketing. Com o estudo foi possível entender de que forma as agências trabalham o content marketing, como definem os processos de atuação e quais as melhores práticas. Obteve-se um panorama geral que permitiu verificar a preparação das agências para atuarem em qualquer desafio de content marketing. Foi ainda possível perceber, na opinião das agências, que o content marketing não é um conceito presente nas estratégias de marketing das marcas devido à falta de preparação e visão das marcas. As agências apontaram, ainda assim, vantagens que o conceito de content marketing pode trazer para as empresas, de que forma pode ser feito e que mudanças implicaria na gestão das marcas.
This subject of study of the present Master Thesis is content marketing in Portugal. In an era where technology and communication evolution has leveraged content attributes and their messages, this work aims to know how content marketing in Portugal is undertaken by advertising agencies in Portugal are how they are working with content marketing and in what way they consider the possibility of brands or organizations adopting the concept. The study aims to answer the following research questions: -How is content marketing done in Portugal - and - How can content marketing be useful for brands/organizations. To execute this work it was undertaken an interview-based qualitative study in four Portuguese advertising agencies which work with content marketing. With this study it was possible to understand how advertising agencies work with content marketing, how they define their framework and what the best practices are. A broad overview allowed us to verify agencies? preparation to act on any content marketing challenge. It was also possible to ascertain, according to advertising agencies, that content marketing is not a concept adopted within the strategy of the frame of brands? marketing management due to a lack of preparation and vision on the part of brands. Nevertheless, advertising agencies have indicated the advantages content marketing can bring to brands, how it can be done and what changes would be required on the brands' management side.
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Falcade, Mateus Jacques. "Gestão de pessoas em indústrias criativas : o caso das agências de publicidade da cidade de Porto Alegre." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2016. http://hdl.handle.net/10183/149295.
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O presente trabalho tem como objetivo analisar, a partir das diferentes características e do modo de funcionamento de agências de publicidade de Porto Alegre, como é feita a gestão de pessoas em um contexto de economia criativa. Para tanto foi realizada uma pesquisa exploratória, na qual foram realizadas 24 entrevistas com gestores e colaboradores de quatro agências de publicidade de diferentes portes localizadas na cidade de Porto Alegre. Por meio da técnica de análise de conteúdo identificou-se que os processos de gestão de pessoas nas agências são incipientes devido à grande dificuldade gerada pela alta variação de faturamento. Além disso, os processos de gestão de pessoas têm de ser adaptados conforme as características do trabalho nas indústrias criativas, nas quais se destacam a centralidade da criatividade como insumo produtivo, a importância de fatores não econômicos na satisfação dos trabalhadores, o uso de equipes polivalentes e a necessidade de cooperação entre os trabalhadores. Diante desse cenário o trabalho propõe um conjunto de diretrizes e práticas de gestão de pessoas que atenda à essas características específicas identificadas e ainda fortaleça as práticas de cooperação entre os trabalhadores, diminua a elevada rotatividade de profissionais, melhore o ambiente de trabalho, diminua o risco da agência em momentos de eventual diminuição de faturamento e aproxime o pensar do fazer nas diversas áreas.This study aims to analyze , from different characteristics and Porto Alegre advertising agencies operating mode , such as people management is done in a context of creative economy . Therefore we carried out a exploratory research, which were conducted 24 interviews with managers and employees four advertising agencies of different sizes located in the city of Porto Alegre. Through content analysis it was found that the people management process in agencies are incipient due to the great difficulty caused by the high variation of revenues. Because of that specificities, people management processes have to be adapted according to the characteristics of work in the creative industries, which highlight the centrality of creativity as a production input , the importance of non- economic factors in the satisfaction of workers , the use of multi-purpose teams and the need for cooperation among workers. The present research proposes a set of guidelines and practices of personnel management that answer these specific characteristics identified and further strengthen cooperation practices among workers, reduce high staff turnover, improve the working environment, reduce the agency's risk in times of eventual decrease in revenues and approach thinking of doing in different areas.
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Alves, Maria Cristina Dias. "Mediações e os dispositivos dos processos criativos da publicidade midiatizada: vestígios e perspectivas." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-19092016-163535/.
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Esta tese de doutorado traz à discussão os processos criativos das agências de publicidade brasileiras contemporâneas face à acelerada disseminação dos meios digitais; dos aparatos técnicos e suportes, das redes e sistemas informacionais; alterando a interação entre os sujeitos e, dessa feita, as práticas socioculturais. Se no início do século passado a criação dos cartazes e anúncios ficava a cargo de escritores, poetas e pintores, essa origem configurou as representações dos redatores e diretores de arte das agências como artistas; imagem que também se alterou tanto quanto os meios pelos quais a publicidade atualmente se dissemina. A hipótese que norteou esta pesquisa é a de que a proliferação das tecnologias de informação e comunicação trouxe mudanças nos processos criativos para ter acesso a um consumidor ubíquo: produtor, protagonista e propagador de conteúdos na rede on-line. Para investigar esse movimento, foi realizada uma pesquisa de cunho etnográfico; observação participante e entrevistas; em três modelos de agência: tradicional (prioritariamente mídia off-line), digital (mídia on-line) e colaborativa (modelo híbrido, mídia off e on-line). A postura filosófica que conformou a metodologia desta pesquisa possibilitou verificar os processos de interação no dia a dia dos profissionais, a emergência de dispositivos tecno-discursivos atualizando saberes, além das mediações comunicativas da cultura nos modos de fazer dos criativos. As ações do consumidor nas redes on-line promovem uma reação das agências na busca por ampliar a prestação de serviços de comunicação por meio de inovações tecnológicas, aproximando programadores das equipes criativas, em campanhas permeadas por estratégias que visam intensificar a interação com o consumidor. As práticas observáveis na concepção de uma publicidade midiatizada endossam a compreensão da complementaridade entre mediação e midiatização, cujas lógicas fornecem categorizações de procedimentos e fluxos de trabalho. A denominação publicidade midiatizada, proposta nesta tese, traz a atualidade dos dispositivos e sintetiza as mudanças nos processos interacionais tanto na produção quanto no consumo (e circulação) da publicidade e, principalmente, sinaliza um momento de transformações aceleradas nos modelos de negócio das agências de publicidade contemporâneas.This doctoral thesis discusses creative processes at contemporary Brazilian advertising agencies considering the accelerated diffusion of digital media; technical devices, networks and information systems; which has changed the interaction between individuals and thereby, social-cultural practices. If at the beginning of the last century posters and advertisements were created by writers, poets and painters, this origin established representations of agency copywriters and art directors as artists; an image that has changed as much as the means by which advertising is now disseminated. The hypothesis that guided this study is that the proliferation of information and communication technologies has brought changes in the creative processes used to gain access to ubiquitous consumers, who are now producers, actors and propagators of content on online networks. To investigate this movement, an ethnographic study was conducted using participant observation and interviews at three types of agencies: a traditional agency that works mainly with offline media; a digital agency that works with online media; and an agency that has a hybrid model that works with crowdsourcing with off and online media. The philosophical position that shaped the research methodology allowed us to verify the daily interactional processes of the professionals, the emergence of techno-discursive dispositifs that revise knowledge, as well as the communicative mediations of culture in the modes of production of the creative professionals. The actions of consumers in online networks trigger the agencies to expand the communication services they offer by using technological innovations. This approximates programmers and creative teams, permeating campaigns with strategies that seek to foster interaction with consumers. The observable practices in the development of mediatized advertising endorse the understanding of the complementarity between mediation and mediatization that provide categorizations of procedures and workflows. The denomination mediatized advertising proposed in this thesis highlights the topicality of the dispositifs and synthesizes changes in interactional processes in the production and consumption (and circulation) of advertising and signals a time of rapid changes in business models at contemporary advertising agencies.
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Oliveira, Daniela Ferreira de. "Trabalho e cultura em agências de publicidade do Brasil: novas perspectivas." Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-19012015-163938/.
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O propósito da presente dissertação de mestrado é o de investigar o trabalho e a cultura em agências de publicidade brasileiras, a partir da perspectiva da sustentabilidade organizacional. Tal perspectiva preconiza que as empresas considerem seus colaboradores como um importante público, com o qual devem manter relações éticas, justas e transparentes. Por sua vez, as agências de publicidade, que são o corpus da presente pesquisa, apresentam vícios organizacionais e profissionais, que foram observados durante vivência de nove anos da pesquisadora como publicitária do mercado brasileiro. Os principais questionamentos advindos dessa prévia observação participante, giram em torno dos fatores que originam, influenciam, mantém ou legitimam tais vícios. Mais especificamente, enfoca-se as grandes agências de publicidade, pois, tidas como \"cristais\" do mercado publicitário - em faturamento, clientes, prêmios etc. - infere-se que sirvam de exemplo às demais agências - pequenas e médias -, bem como a empresas de outros setores da indústria da publicidade brasileira, como produtoras e fornecedores. Diante da variedade influências que tecem a realidade social do trabalho em grandes agências, recorre-se à abordagem interdisciplinar para composição do referencial teórico que considera os aportes do campo de estudos da comunicação, cultura e sustentabilidade organizacionais; como os da sociologia histórica, da antropologia, da psicologia do trabalho e da gestão antropológica. Dessa forma, faz-se presente o paradigma complexo nesta obra. Para cumprir o objetivo de pesquisa, recorre-se ao inventário e análise de nuances culturais e de práticas organizacionais e profissionais em agências de publicidade, a partir de pesquisa social exploratória, realizada na cidade de São Paulo entre maio de 2012 e maio de 2014, com visitas a seis grandes agências, ao Sindicato dos Publicitários de São Paulo e conta 36 participantes, de diferentes perfis e cargos. A pluralidade da amostragem é composta por dois critérios: inclusão progressiva e aleatoriedade. Os participantes contribuem em entrevistas em profundidade não estruturadas e semiestruturadas e no preenchimento de questionário em escalas Likert, técnica e instrumento selecionados para atingir o objetivo da pesquisa. A partir da correlação entre aspectos inventariados da cultura e do trabalho em grandes agências, é possível realizar análises que desvelam como se dá o trabalho no ethos da produção publicitária nacional. Muitos aspectos analisados divergem da noção da sustentabilidade organizacional. Neste contexto, o papel primordial da comunicação organizacional é debatido: o de captar e interpretar aspectos dissonantes dos preceitos sustentáveis, para possibilitar aos gestores tomadas de decisões direcionadas a um (re)tecer cultural que considere o trabalho como um valor sustentável.The purpose of this master thesis is to investigate the work and culture in Brazilian advertising agencies, from the perspective of organizational sustainability. This perspective recommends that companies consider their employees as an important public with which they must maintain ethical, fair and transparent relations. Besides, advertising agencies, which are the corpus of this research, present organizational and labor vices, which were observed during nine years of experience as a researcher in the Brazilian advertising market. The main questions arising from this previous participant observation revolve around the factors that lead, influence, maintain or legitimize such vices. More specifically, it focuses on is the big advertising agencies known as \"crystals\" of the advertising market - in sales, customers, awards etc. - It appears that they serve as an example to other agencies - small and medium - as well as companies in other sectors of the Brazilian advertising industry, as producers and suppliers. Regardless of the variety influences that weave the social reality of working in large agencies, refers to the interdisciplinary approach to get the composition of the theoretical framework that considers the contributions of the communication studies, organizational culture and sustainability; as the historical sociology, anthropology, psychology of work and anthropological management. Thus, there is the complex paradigm shown in this scientific study. To fulfill the objective of research, it is through the identification and analysis of cultural nuances and organizational practices and professionals in advertising agencies, from exploratory social survey conducted in São Paulo between May 2012 and May 2014, with visits to six major agencies, to the Advertisers Union of São Paulo and has 36 participants from different profiles and positions. The plurality of sampling consists of two criteria: progressive inclusion and randomness. Participants contribute in-depth interviews unstructured and semi-structured questionnaire and fill in Likert scales, technical and selected instrument to achieve the objective of the research. From the correlation between inventory aspects of culture and work in large agencies, it is possible to perform analyzes that reveal how is the work ethos of the national advertising production. Many aspects analyzed diverge from the notion of organizational sustainability. In this context, the primary role of organizational communication is discussed: how to capture and to interpret dissonant aspects of sustainable principles, to enable managers making decisions directed to a cultural (re)weave that considers work as a sustainable value
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Caetano, Frederico Miguel Santos. "Redes empresariais: o caso das agências de meios." Master's thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1162.
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Mestrado em MarketingNuma economia informacional cada vez mais globalizada, as organizações vêem-se obrigadas a alterar os seus modelos estruturais de modo a responderem a esta evolução em ritmo crescente. As redes empresariais são uma das formas mais recentes e mais complexas de estruturação que se verifica ao nível inter-organizacional, permitindo o acesso a outros recursos económicos, a mais e melhores competências e a novos mercados. No entanto, as alterações não se confinam ao exterior das organizações, estas vêem-se também obrigadas a repensarem as suas configurações estruturais ao nível interno. Da empresa integrada verticalmente predominante até aos anos 70, ao momento actual, passando pela desintegração vertical e pelo recurso ao outsourcing em muitas áreas, as organizações reinventam-se para conseguirem sobreviver. O sector publicitário tem sido igualmente objecto destas profundas mutações, particularmente num contexto de forte globalização dos mercados. Apesar da pequena dimensão do mercado português, quando comparado com outros países europeus como o Reino Unido, a França ou a Alemanha, as reacções a este clima de instabilidade surgiram em simultâneo. Também as empresas deste sector, em particular as agências de meios, se viram obrigadas a repensar o seu modelo de negócio. Estas empresas assistiram, nos últimos anos, a reduções drásticas nas suas margens, fruto de diversas alterações do mercado, necessitando de adoptar medidas como a flexibilização das suas estruturas organizacionais e a organização em redes. Esta investigação explora o panorama actual das agências de meios, analisando os fenómenos descritos e os principais motivos que os originaram, no sentido de compreender estas alterações e de tentar perspectivar as tendências evolutivas destas empresas.
In an informal and increasingly globalized economy, organizations are forced to change their structural configurations, in order to respond to this rapidly growing evolution. Corporate networks are one of the most recent and complex ways of inter-organizational structuring levels, which allows access to other economic resources, to more and improved competences and to new markets. However, the change does not confine itself to the exterior of organizations, they are also forced to rethink their internal structures. From the predominant serial mass production units, up until the 70's, to the current moment, through vertical disintegration and by outsourcing in several areas, organizations reinvent themselves to be able to survive. The advertising sector is a good example of this movement, it has been strongly stirred by the globalized markets. In spite of the smaller dimension of the portuguese market, when compared to other markets such as the UK, France or Germany, the reactions to this climate of uncertainty have appeared simultaneously. Also, firms from this sector, namely media planning agencies, have been forced to rethink their business model. These lines of business have seen drastic reductions in their margins over the last years, as a result from various changes in the market, having had to adopt measures such as creating more flexible organizational structures and corporate networks. This thesis explores the current panorama from the perspective of media planning agencies, analyzing the described phenomena and the main motives which originated it, with the underlying objective of understanding theses changes and trying to foresee the evolutional tendencies of these firms.
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Raghubansie, Antonius D. "An exploration of creative managers' perspectives on digital creativity : the impact of viral campaigns on creative processes, appeals and creative teams in UK advertising agencies." Thesis, Birmingham City University, 2016. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.739955.
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This research aims to develop conceptual insight into the practice and impact of a specific digital phenomenon – “viral marketing” – on marketing communications agencies. Specifically, it explores the UK, one of the most important hubs in global advertising looking at agenciesr campaign design planning, the roles of creative teams and the management processes through three research objectives: · To explicate, classify and explore the changes in advertising campaign planning processes and roles which digital phenomena such as virals have introduced · To capture and codify the working models which creative managers employ and the messaging strategies considered and implemented in viral campaigns · To develop theoretical models for understanding virals, agency campaign management, creative roles and develop extant frameworks Prior Work: Research into virals has grown rapidly over the last ten years but it is dominated by computing studies of online diffusion. The creative perspective has received little attention. Those studies which do address this viewpoint are principally focussed on the final advert. The voice of the producers of such campaigns – creative managers – is largely absent from the literature with a single study of campaign measurement. The roles of core teams/functions within the agencies, the criteria for viral creative concept evaluation, the campaign processes and working models are experiencing unprecedented change. Viral campaigns offer a bridge between the “old” and “new” worlds; it possesses the characteristics of TV and the Web. It is important because such viral campaigns have challenged the established models of advertising management and planning. Methods: The study undertakes the first comprehensive evaluation of the exisiting research into viral marketing, locating gaps in the creative design and management. Qualitative methodology through semi-structured in-depth interviews with creative managers in a range of UK advertising agencies is used to represent their views and responses to viral phenomena as they conceived, designed and reflected on campaigns.
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Akwari, Charles C. "Dialogic Communication and Public Relations Websites: A Content Analysis of the Global Top 250 PR Agencies." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etd/3209.
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Past research has shown that dialogic communication has essential characteristics that foster two-way communication between organizations and their stakeholders. This study investigates how public relations firms incorporate the principles of dialogic communication on their websites. The top and bottom 50 websites from the Holmes report on Top 250 Global PR agency rankings were content analyzed. Kent and Taylor’s (1998, 2003) five principles of dialogic communication were applied to find out if public relations firms incorporate the principle of dialogic communication effectively on their websites, provide relevant information for stakeholders and prospective clients, and if there are differences between PR rankings in terms of website usability and the dialogic loop. Findings reveal that bottom 50 PR websites are not as dialogic as the top 50 PR websites. In addition, the study revealed that both top and bottom to a considerable extent incorporated the principles of dialogic communication.
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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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Karlsson, Evelina. "Kreativ reklam : En bra idé?" Thesis, Örebro University, Örebro University, Örebro University, Department of Humanities, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-6208.
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Title: Kreativ reklam. En bra idé? (Creative advertising. A good idea?)
Author: Evelina Karlsson
Tutor: Larsåke Larsson
Course: Bachelor Thesis: Media and Communication
Purpose: The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience. The questions are:
* Which influence does creativity have on advertising?
* What are differences between prized advertisements and those that have not won any prizes?
* What opinion does the public have on creative advertising?
Theory and previous research: The theoretical foundation of this essay is based on American studies of creative advertising. Theories regarding the public opinion on advertise is also included in the theoretical framework.
Material and method: The method of the study is qualitative interview. Four personal interviews with creative directors and two focus-group interview have been done with students of mixed age and gender. The material consists of five creative adverts, prized during the twenty-first century in "Guldägget" ("the golden eggs"), a Swedish advertising competition.
Result: Despite of the fact that the previous studies are critical; this study shows a constructive attitude to creative advertising by making it easier and funnier to absorb. The conditions are that creativity has to be rightful proportioned and not too poetical, otherwise it can prevent the recipient from getting the message.
Keywords: Advertising agencies, Award winner, Creative ability, Audience attitude.
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Parnell, Lisa Jane Mrs. "There Is a Fundamental Need for Diversity and Inclusion Awareness Within Leadership of Creative Agencies: An Investigation into Gender in the Professional Design Space." Kent State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=kent1574435037049949.
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Soares, Neto Jo?o Batista. "Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade." Universidade Federal do Rio Grande do Norte, 2007. http://repositorio.ufrn.br:8080/jspui/handle/123456789/12085.
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Previous issue date: 2007-09-06This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques
O presente o estudo tem por objetivo conhecer o n?vel de dom?nio e influ?ncia do constructo neuromarketing junto a profissionais de ag?ncias publicidade no Brasil. Visto a presen?a pouco difundida dos conceitos dessa nova abordagem, bem como a escassez de an?lises nessa ?rea, ? um estudo qualitativo e explorat?rio baseado em fontes prim?rias, atrav?s do levantamento de livros e artigos na ?rea de marketing, neuroci?ncia e psicologia, e fontes secund?rias. Foi realizada uma entrevista em profundidade nas principais ag?ncias de publicidade do Brasil, com os gerentes da ?rea de planejamento, e posterior an?lise de conte?do. Os avan?os na ci?ncia do c?rebro v?em permitindo desenvolvimentos tecnol?gicos inovadores voltados para o conhecimento de experi?ncias inconscientes dos consumidores, as quais s?o respons?veis por impulsionar as suas tomadas de decis?es e comportamentos de compra. Tais novidades relacionam-se ao Neuromarketing que, atrav?s das t?cnicas de neuroimagem, como a FMRI, a PET e o FDOT, escaneia o c?rebro dos consumidores produzindo figuras da estrutura ou do funcionamento dos neur?nios, enquanto eles se envolvem em v?rias tarefas mentais como visualizar uma marca, imagem ou produto, ou assistir a v?deos e propagandas comerciais. Observou-se que mesmo cientes das limita??es dos atuais instrumentos de pesquisa e da constante busca por novas tecnologias, as ag?ncias de publicidade n?o conhecem totalmente os conceitos relacionados ao neuromarketing. Com rela??o ?s t?cnicas de neuroimagem h? um un?nime desconhecimento, por?m, algumas ag?ncias visualizaram impactos positivos na utiliza??o dessas t?cnicas para avaliar filmes criados e no modo de entender o consumidor. Constatou-se que a neuroimagem seria mais uma t?cnica dentre outras utilizadas, mas, sua aplica??o ainda n?o ? real, pois, existem algumas barreias no mercado e dentro das pr?prias ag?ncias. Essas barreiras, juntamente com os questionamentos e o pouco conhecimento do assunto fazem com que a influ?ncia do neuromarketing n?o seja sentida de forma pr?tica no meio publicit?rio. Al?m disso, observouse, com o advento do neuromarketing, que n?o haveriam mudan?as estruturais e funcionais dentro das ag?ncias, pois, a operacionaliza??o dos aparelhos de neuroimagem dever?o acontecer nos institutos de pesquisa ou nos centros de pesquisas das grandes empresas. Os resultados autorizam afirmar que o n?vel de dom?nio do constructo neuromarketing nas ag?ncias de publicidade brasileira ? apenas te?rico, pois, pouco se conhece a respeito dos estudos neurol?gicos e, absolutamente nada, das t?cnicas de neuroimagem