Journal articles: 'Advertising agencies'

1

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

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

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One of the fastest growing sectors in China’s transforming economy is advertising. Within the industry, large numbers of ‘advertising agencies’ are typically reported. This article charts growth in the industry and classifies agencies by type, in order to establish a more accurate understanding of agency numbes and growth. Advertising agencies are but one type of organization among the huge number of licensed ‘advertising practitioners’ in China, which are often erroneously referred to as agencies.

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Shij, Tan Dai, and Francis Piron. "Advertising agencies and advertisers' perceptions of internet advertising." International Journal of Advertising 21, no. 3 (January 2002): 381–97. http://dx.doi.org/10.1080/02650487.2002.11104938.

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

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

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

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

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The purpose of this study is to identify factors affecting adoption of Internet advertising in advertising agencies. The paper provides preliminary insights into why ad agencies are reluctant to recommend Internet advertising to their clients. A theoretical framework was developed by scrutinizing the body of literature. The gathered date was verified by 294 academic and practical experts in the field of marketing and advertising. In pursuing this goal, a questionnaire was designed to validate factors affecting the adoption of Internet advertising. Results indicate that 18 variables in the form of three key factors, namely “technical knowledge of account manager,” “e-commerce readiness of country” and “agencies' ability of Internet adoption” affect adoption of Internet advertising in ad agencies. It was found that e-commerce readiness of a country is the critical factor in adopting internet advertising in ad agencies. This is the first study which addresses the adoption of Internet advertising in ad agencies. This study reports that while government does not provide infrastructure required for the advancement of e-commerce (readiness), the ad agencies still will recommend previous ad channels to their clients.

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A.I., Akinrosoye, Adeagbo S.A., Adegbite I.O., and Adunola N.O. "Assessing the Impact of Advertising Agencies on Effective Advertising Campaigns." British Journal of Mass Communication and Media Research 2, no. 1 (March 30, 2022): 71–80. http://dx.doi.org/10.52589/bjmcmr-1m0spe4y.

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Advertising agencies are key players in any advertising campaign. They have several roles in the initiation, production and dissemination of commercial messages through a suitable medium. Advertising campaigns are undoubtedly very crucial and require being handled and executed by experts to avoid wasting human and material resources. As such, advertisers engage the services of advertising agencies to help them realize their commercial goals. This paper specifically examines the impact of advertising agencies on successful advertising campaigns. Empirically, this paper adopted a survey method to gather resourceful data from 250 respondents who were accidentally selected among media practitioners, including a certain class of residents of Osun State, for their in-depth knowledge of advertising. Asymmetric Theory and Persuasion Theory, that are relevant to this study, were adopted. In the end, analysis of data collected with the aid of descriptive statistics of frequency, percentage and pie chart, as well as inferential statistics of Chi-square, proved to the fact that the role of advertising agencies on successful advertising campaigns cannot be overemphasized. The study recommends that advertising agencies should put more effort in discharging their duty to clients and should step up and take their place in the present globalization revolution.

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

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

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O'Connor, Huw, Mark Kilgour, Scott Koslow, and Sheila Sasser. "Drivers of Creativity Within Advertising Agencies." Journal of Advertising Research 58, no. 2 (March 31, 2017): 202–17. http://dx.doi.org/10.2501/jar-2017-015.

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Batra, Madan M. "Managerial Challenges of Global Advertising Agencies." Journal of Promotion Management 7, no. 1-2 (March 5, 2001): 161–76. http://dx.doi.org/10.1300/j057v07n01_10.

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Horsky, Sharon. "The Changing Architecture of Advertising Agencies." Marketing Science 25, no. 4 (July 2006): 367–83. http://dx.doi.org/10.1287/mksc.1060.0198.

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McCarthy, Tony. "Digital asset management in advertising agencies." Journal of Digital Asset Management 1, no. 3 (May 2005): 189–94. http://dx.doi.org/10.1057/palgrave.dam.3640031.

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Higgins, Susan, and John Ryans. "EC–92 and International Advertising Agencies." International Journal of Advertising 10, no. 4 (January 1991): 293–98. http://dx.doi.org/10.1080/02650487.1991.11104464.

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Liang, Kong, and Laurence Jacobs. "China's Advertising Agencies: Problems and Relations." International Journal of Advertising 13, no. 3 (January 1994): 205–15. http://dx.doi.org/10.1080/02650487.1994.11104576.

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Rubik, Andrea. "Applying Principles of Management Innovation in Advertising Agencies." ENTRENOVA - ENTerprise REsearch InNOVAtion 7, no. 1 (December 8, 2021): 293–303. http://dx.doi.org/10.54820/prfy3744.

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With the advertising industry and practice changing significantly in the last decade, it is likely that the existing management practices in advertising agencies also need some transformation. Through exploring management innovation principles and practices, novel practices might be applied by advertising agencies to exploit changes in their environment and enhance organizational performance. This paper explores the application and framework for novel management practices in an advertising agency. A proposed model is based on the principles of management innovation and the activities needed to drive management innovation. The topic is relevant for advertising agencies to understand better management innovation possibilities and enhancement it could create for them to compete in new markets and stay ahead of new competition. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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Prendergast, Gerard, and Yi-Zheng Shi. "Client perceptions of advertising and advertising agencies: a China study." Journal of Marketing Communications 7, no. 2 (January 2001): 47–63. http://dx.doi.org/10.1080/13527260122863.

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Prendergast, Gerard, and Yi-Zheng Shi. "Client perceptions of advertising and advertising agencies: a China study." Journal of Marketing Communications 7, no. 2 (June 1, 2001): 47–63. http://dx.doi.org/10.1080/135272601750255153.

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Luk, Sherrif T. K., and Leslie S. C. Yip. "The Strategic Functions of Advertising Agencies in China: A Networking Perspective." International Journal of Advertising 15, no. 3 (August 1996): 239–49. http://dx.doi.org/10.1111/j.0265-0487.1996.00024.pp.x.

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This exploratory study investigates both marketing and strategic functions of advertising agencies in China. The results of factor analysis identify four categories of strategic functions: product development, relationship maintenance, company strength, and knowledge and adaptation. The findings indicate that advertising agencies in China cannot perform a wide range of advertising/marketing activities; but, with their networks with government and other business entities, they can contribute to non‐advertising strategic functions. This suggests that international marketers should pay special attention to the agency selection issue when competing in China. In particular, a broader perspective is required when defining the selection criteria for advertising agencies.

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Smulyan, Susan. "Absence and the advertising historian." Journal of Historical Research in Marketing 8, no. 3 (August 15, 2016): 473–80. http://dx.doi.org/10.1108/jhrm-05-2016-0011.

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Purpose The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising. Design/methodology/approach The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising. Findings The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries agreed on the importance of advertising as part of transnational capitalism and did not need to outline, or follow instructions, on how advertising worked. Originality/value Reviewing the history of advertising in a global context reminds scholars that the national advertising industries have different subject positions and yet agree on advertising’s practice and efficacy.

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Mensa, Marta, and Jean M. Grow. "“Now I can see”: creative women fight against machismo in Chilean advertising." Gender in Management: An International Journal 37, no. 3 (December 15, 2021): 405–22. http://dx.doi.org/10.1108/gm-04-2021-0098.

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Purpose This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives. Design/methodology/approach This study provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women. Findings The results show that gender discrimination begins in universities, where male professors are often the same people who hire creative talent into the advertising agencies and prefer men, which continues throughout women’s careers. Originality/value While there are numerous studies of advertising creative women in North American and European agencies, there are few on creative women in South American and virtually none on creative women in Chilean agencies.

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Sinclair, John. "Globalisation Trends in Australia's Advertising Industry." Media International Australia 119, no. 1 (May 2006): 112–23. http://dx.doi.org/10.1177/1329878x0611900111.

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This year's takeover of Australia's largest advertising agency, George Patterson Partners, by the British-based global group WPP is just the most recent and dramatic event in a longer-term trend towards globalisation and a complex concentration of ownership in the advertising business. Global advertising groups like WPP, along with their global advertiser clients, are seeking strategically to align the same advertiser with the same agency in each major national market: the phenomenon of ‘global alignment’. Australian agencies are necessarily drawn into the resulting process of consolidation, so much so that it becomes not merely difficult to distinguish between national and international ownership, but almost meaningless. At the same time, there is emerging a greater differentiation of functions amongst agencies, although often coordinated under the one corporate umbrella. Certain agencies are specialising in media buying — that is, the tactical purchase of advertising time and space on behalf of clients — while ‘creative’ agencies provide the content to fill them. Others again are positioning themselves as experts in the burgeoning field of internet advertising. Other current trends include the breakdown of the once-strict boundaries between clients, agencies and media. Advertisers are setting up their own in-house agencies, agencies have acquired their own media outlets, and media are carrying ‘news’ and ‘entertainment’ content which has been prepared by agencies for their clients. Thus even the boundary between advertising and editorial or program content is also breaking down. This paper provides an overview of all these trends, as advertising scrambles to secure its place in the contemporary era of globalisation in a deregulated, post-mass media world.

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Leslie, D. "Flexibly Specialized Agencies? Reflexivity, Identity, and the Advertising Industry." Environment and Planning A: Economy and Space 29, no. 6 (June 1997): 1017–38. http://dx.doi.org/10.1068/a291017.

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In this paper I examine the process of restructuring in advertising, an image-oriented industry, in the context of debates over flexible specialization and reflexive modernization. There have been far-reaching changes in the US advertising industry in the 1980s and 1990s, including the recent expansion of small, flexible, and more creatively based agencies or ‘boutiques’. The growth of creative agencies reveals a desire on the part of advertisers to reroute rising consumer skepticism of advertising by producing more reflexive, innovative work and signals a heightened apparatus of control. The case of advertising raises questions about the limits to reflexive consumer subjectivities.

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Pratt, Cornelius B., and E. Lincoln James. "A Factor Analysis of Advertising Practitioners' Perceptions of Advertising Ethics." Psychological Reports 73, no. 3_suppl (December 1993): 1307–14. http://dx.doi.org/10.2466/pr0.1993.73.3f.1307.

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This research investigated the perceptions of advertising ethics among 460 members of the American Advertising Federation. A principal components factor analysis of members' perceptions, measured by 17 statements, produced four factors of “agencies' standards,” “active public responsibility,” “advertising claims,” and “agencies' social responsibility.” These factors, then used as composite independent variables in a forward stepwise multiple-regression analysis, showed that Factor 3 (“advertising claims”) was the best predictor of the application of deontological (or nonconsequential) ethics to ethically troublesome situations in advertising. Implications of these results for advertising ethics are outlined and suggestions for further research are offered.

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

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

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Silva, Marcio, and Ligia Simonian. "How advertising and sustainability dialog in Pan-Amazonia: the perspective of advertising professionals in Peru and Brazil." Journal of Science Communication 15, no. 05 (August 17, 2016): A01. http://dx.doi.org/10.22323/2.15050201.

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In this article it is investigated the relationship between advertising and sustainability by evaluating the perceptions of employees of advertising agencies in the Pan-Amazon region using pre-defined indicators. Seeking to identify the level of environmental practices adopted by advertising agencies toward the goal of building a sustainable society, it was interviewed advertising professionals about whether they saw themselves as contributing to changing consumer society towards a new society based on economic efficiency, social equality and ecological equilibrium. To answer these questions it was used quantitative survey data complemented by qualitative research using in-depth interviews. Results suggest that, from the point of view of advertising professionals, advertising agencies do not have much interest in contributing to a more sustainable society. Moreover, our research showed how the lack of strong ties within advertising trade associations further contribute to the weakness of efforts aimed at this area.

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Drossos, Dimitris A., Konstantinos G. Fouskas, Flora Kokkinaki, and Dimitrios Papakyriakopoulos. "Advertising on the internet: perceptions of advertising agencies and marketing managers." International Journal of Internet Marketing and Advertising 6, no. 3 (2011): 244. http://dx.doi.org/10.1504/ijima.2011.038238.

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

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

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Kendrick, Alice, and Jami Fullerton. "Mentors and Minority Advertising Students: A Survey of the 2017 Most Promising Multicultural Student Class." Journal of Advertising Education 21, no. 2 (November 2017): 25–32. http://dx.doi.org/10.1177/109804821702100208.

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US advertising agencies have struggled to attract and retain ethnic and racial minority talent for decades, and the absence of professional mentors has been cited as an issue in job satisfaction among minority employees in the advertising industry. University advertising programs are recognized as an important pipeline of prospective minority hires, especially for agencies. This paper examines a group of minority advertising college seniors in terms of whether they currently have a professional mentor, as well as their career preferences and perceptions of advertising industry employment. The role of mentorship for minority advertising students, as well as implications for advertising educators and employers who seek to diversify their advertising organizations, are discussed.

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Lehenchuk, Serhii, Yuliia Serpeninova, Tetiana Zavalii, Zuzana Juhaszova, and Alena Kordošová. "The impact of financial performance on the profitability of advertising agencies in the Slovak Republic." Strategic Management, no. 00 (2022): 26. http://dx.doi.org/10.5937/straman2200025l.

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Background: To improve operational and financial policies regarding the allocation of existing and obtaining new resources, strategic decision-making, managers use indicators of financial performance. Purpose: The aim of this study is to analyze the impact of financial performance on the profitability of advertising agencies in Slovakia. Study design/methodology/approach: A sample of 88 Slovak advertising agencies was analyzed by means of regression modeling the data based on financial statements of the financial year 2020. The hypothesis that the indicators of financial performance of advertising agencies in Slovakia have an impact on their profitability is partly confirmed by the results of this research. The first proposed model was adjusted by excluding the independent variable Current Ratio, which allowed us to build the second model to explain 95.21% of the Return on Assets deviation due to the variation of the selected independent variables. Findings/conclusions: By selecting Return on Assets as a dependent variable that characterizes the financial performance of advertising agencies, research has shown that Total Assets Turnover and Firm Size have significant positive influence on it, but Debt to Equity Ratio has a negative influence. This empirically testifies the expediency of financing the activities of advertising agencies from debt resources, scaling the scope of their activities and increasing sales using innovative approaches for getting more customers. Limitations/future research: The study limitations relate to completeness of information and availability of open access to the necessary data in the published financial statements of Slovak advertising agencies. The results of this research could be applicable and beneficial for providers of capital for advertising agencies. It could be also used as a tool to determine key factors of profitability and to adjust companies' financial and operational policies.

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Maxwell, Lit. "AAAA (The American Association of Advertising Agencies)." Journal of Business & Finance Librarianship 11, no. 3 (April 13, 2006): 49–52. http://dx.doi.org/10.1300/j109v11n03_07.

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Maxwell, Ann, and Wayne Wanta. "Advertising Agencies Reduce Reliance on Newspaper Ads." Newspaper Research Journal 22, no. 2 (March 2001): 51–65. http://dx.doi.org/10.1177/073953290102200205.

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Fedorova, Nadiia. "Legal regulation of advertising agencies in the context of intellectual property law." Theory and Practice of Intellectual Property, no. 3 (September 7, 2021): 5–10. http://dx.doi.org/10.33731/32021.239562.

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Keywords: advertising, legal regulation, subjects of advertising activity, consumerrights, advertising legislation, hidden advertising, comparative advertising The main prerequisite for the rationalization of advertisingactivities in all its scale is the methodological and planned preparation of advertisingmessages and their correct use at all stages of the advertising process. Advertisingagencies play an important role in being qualified coordinators between trade(distribution) and marketing, for the benefit of consumers.The specificity of legal relations arising in connection with the creation and distributionof advertising is associated with the fact that their subjects on the part ofadvertising producers are mainly professional business entities, which concludeagreements on the creation of advertising with their customers. Relationships betweenadvertising creators and advertising agencies are mainly built based onorder agreements for the creation and use of objects of intellectual property rightsor labour contracts. In this case, the author retains non-property intellectual propertyrights, while property rights in most cases pass to the advertising agency oradvertising customer.So, the author retains non-property rights, and, unfortunately, they, as a rule, areunimplemented properly in relations arising from the creation and distribution of advertising.Undoubtedly, we are talking about the right to a name. As a rule, advertisementsdon’t include their creators' name, regardless of how they are distributed.However, this doesn’t mean that the rights of the advertising author. or the rights ofthe advertisement constituent elements author may be violated. The legislation notesthe possibility not to indicate the name of the author with his consent or at his request.According to Law of Ukraine “Copyright and Related Rights”, the author has apersonal non-property right to demand recognition of his authorship by properly indicatingthe author's name on the work and its copies of any public use of the work, certainly,if it’s possible. However, the purpose of advertising is to disseminate informationabout a product or service and not about its author. For the practical aspect ofthis situation, it’s usually indicated that the producer is an advertising agency, notthe individual authors of the content.

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Åström Rudberg, Elin. "Selling the concept of brands: the Swedish advertising industry and branding in the 1920s." Journal of Historical Research in Marketing 10, no. 4 (November 19, 2018): 494–512. http://dx.doi.org/10.1108/jhrm-08-2017-0046.

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Purpose The purpose of the paper is to examine how the cartelized Swedish advertising industry contributed to the development of brands in Sweden in the early twentieth century. Specifically, a nationwide campaign for branded goods in 1925 is studied. Design/methodology/approach The paper is based on a study of primary sources from the Swedish advertising agencies, manufacturers and retailers, which are analyzed using a hermeneutic method. Findings The paper shows that the unique organization of the main Swedish advertising agencies and the limited size of the market pushed the agencies into promoting and selling the idea of brands to consumers, retailers and manufacturers, which was done by exploiting established social sentiments in combination with American advertising techniques. It is also found that the Swedish advertising agencies described and conceptualized brands using widely known social ideals rather than the so-called brand personality aspect of branding. Research limitations/implications Although limited to the Swedish case, this paper suggests that research could benefit from taking different markets’ unique contexts into more consideration when studying the development of brands and advertising. In this paper, especially the organization and size of the advertising market together with the specific social and cultural values available to advertising professionals when creating brands, have been highlighted. Originality/value The paper emphasizes the size of the advertising market together with the organization of the advertising industry as important factors for the historical development of brands in Sweden. It also shows how brands were conceptualized using social ideals rather than the brand personality aspect of branding.

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Stefanou, Anastasia C. "Advertising in Europe in 1992: the Position of the Greek Advertising Agencies." International Journal of Advertising 11, no. 2 (January 1992): 131–38. http://dx.doi.org/10.1080/02650487.1992.11104485.

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Kawashima, Nobuko. "The Structure of the Advertising Industry in Japan: The Future of the Mega-Agencies." Media International Australia 133, no. 1 (November 2009): 75–84. http://dx.doi.org/10.1177/1329878x0913300112.

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One of the major issues related to the globalisation of advertising in Asia is the degree to which it is mediated by local realities. In Japan, the presence of the so-called global agencies is very limited, and very often global advertisers based in Japan, such as Sony and Toyota, work with Japan's mega-agencies for domestic advertising while relying on global agencies for most of the markets outside Japan. Why does such a division exist between the Japanese market and elsewhere? This article first addresses this question, and then proceeds to discuss recent changes in the behaviour of both the media and their audiences, and the challenges they pose to the advertising industry. Such changes are universal, but their threats to the advertising business are more acutely felt in Japan because of its peculiar business structure, as will be described. The article concludes with a discussion of the prospects for the Japanese advertising industry.

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Kim, Kwangmi Ko, and Heewon Cha. "The Globalisation of the Korean Advertising Industry: Dependency or Hybridity?" Media International Australia 133, no. 1 (November 2009): 97–109. http://dx.doi.org/10.1177/1329878x0913300114.

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This study aims to examine how globalisation has moulded the identity and structure of the Korean advertising industry, and to analyse its transformations through the conceptual lens of hybridity: whether it is an industry dominated by global power, represented by transnational advertising agencies and transnational corporations, or one hybridised through globalisation. The Korean advertising industry was officially opened to foreign investment in 1987 as part of a trade pact with the United States. While transnational advertising agencies (TNAAs) have become well established in Korea over the past 20 years, local interests have come to coexist with the TNAAs through both competition and cooperation. Advertisers in the Korean market still maintain strong in-house agencies as a counterbalance to the growth of TNAA forces, simultaneously providing insight into the nature of globalisation and regionalisation. The analysis thus indicates that the Korean advertising industry represents a ‘hybrid’ rather than a ‘dependent’ mode of existence.

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Crawford, Robert. "Opening for business." Journal of Historical Research in Marketing 8, no. 3 (August 15, 2016): 452–72. http://dx.doi.org/10.1108/jhrm-12-2014-0035.

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Purpose This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J. Walter Thompson and McCann Erickson into the Australian market in the 1930s and 1960s. Design/methodology/approach This study undertakes a comparison of the strategies and initiatives implemented by J. Walter Thompson and McCann Erickson as documented in the agencies’ respective archival collections as well as industry press reports. Findings The similarities between J. Walter Thompson and McCann Erickson reveal that globalisation of the advertising industry was both driven and restricted in even parts by profitability and pragmatism. Originality/value The experiences of the J. Walter Thompson and McCann Erickson agencies in establishing their Australian operations offer a unique, long-term view of the emergence and development of a global advertising industry.

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Schorman, Rob. "Claude Hopkins, Earnest Calkins, Bissell Carpet Sweepers and the Birth of Modern Advertising." Journal of the Gilded Age and Progressive Era 7, no. 2 (April 2008): 181–219. http://dx.doi.org/10.1017/s1537781400001869.

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This study of the lives and careers of Claude C. Hopkins and Earnest Elmo Calkins from their boyhood experiences with periodical advertising in the 1870s though their professional contributions to the field at the turn of the century provides a ground-level view of modern advertising's emergence. Among other things, it shows that certain marketing concepts emerged earlier than is often assumed and that these concepts were often developed independent of major advertising agencies and far from the urban centers of advertising production. Calkins and Hopkins had very different philosophies of marketing, and between them they defined a spectrum of advertising message strategy that still characterizes the field. The happenstance that Hopkins and Calkins both wrote ads for the Bissell Carpet Sweeper Company in Grand Rapids, Michigan, provides a symbolic center for this analysis that brings these developments into focus.

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Buchna, Y. A., and D. S. Davydov. "Changes in the Advertising Industry in the Context of the Global Lockdown-2020: Economic and Social Issues." Business Inform 10, no. 513 (2020): 413–19. http://dx.doi.org/10.32983/2222-4459-2020-10-413-419.

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The article is aimed at highlighting major changes in advertising and marketing at the international level as a result of the coronavirus pandemic and the resulted global economic crisis. When carrying out a detailed analysis of scientific articles, the main trends were identified, according to which the modern advertising industry in the world will continue to change, and a vision of possible ways to further develop the situation in the context of the international crisis in the economy has been formed. The key indicators of the economic crisis have been defined and their impact on the decisions of advertising agencies on the choice of means, channels and content of advertising campaigns is highlighted. A new direction has been formed in which advertising agencies implement and promote their own campaigns. The relevance of on-line advertising during the lockdown period is substantiated, namely, advertising on social networks, video resources and streaming platforms; advertising embedded in online games, etc. Benefits of broadcasting advertising through on-line channels compared to traditional advertising methods are allocated and substantiated. Prospect of this direction of research is to determine the most effective methods and topics of on-line advertising in order to reach a new audience and increase the customer base of advertising agencies. For in today’s world information technology occupies the position of the most actual way to move business forward in any sphere, a significant share of investments are made in new ad formats, payment models and technology solutions that meet or surpass global industry standards. Further development of the sphere of digital advertising can lead to even more displacement of the off-line methods of advertising from the market: because the end consumers no longer use a PC in order to go on-line, but more often browse the Internet resources from their portable devices.

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Hill, John S., and Alan T. Shao. "Agency Participants in Multicountry Advertising: A Preliminary Examination of Affiliate Characteristics and Environments." Journal of International Marketing 2, no. 2 (June 1994): 29–48. http://dx.doi.org/10.1177/1069031x9400200203.

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While much attention in the international advertising field has been given to message standardization-adaptation, the scope of multicountry campaigns has been a neglected area. In this 15-agency/344-affiliate survey of transnational advertising activities, smaller, regional campaigns were found to be the most popular form of transnational advertising. Agencies executing these types of campaigns had smaller client bases and implemented fewer multi-country campaigns than those covering more extensive major market or global campaigns. Agency affiliates participating in globally comprehensive campaigns were more likely to be wholly owned than those involved in regional or major market advertising efforts. Parent agencies exercised little influence over affiliate participations in multimarket campaigns.

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VAKHRUSHINA, Mariya A., and Nadezhda E. GIRYA. "Developing a business model and internal reports as a way for advertising businesses to adapt to recession." Economic Analysis: Theory and Practice 20, no. 1 (January 28, 2021): 107–23. http://dx.doi.org/10.24891/ea.20.1.107.

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Subject. The advertising business in Russia is characterized by high level of competition. Many areas of advertising activities showed a negative trend even before the start of the COVID-19 pandemic. In such unfavorable conditions, solutions to problems associated with the development of adequate business models of advertising agencies, become especially relevant. Objectives. Our aim is to underpin the need for transforming the business models of advertising agencies as a way of their survival in the face of future recession. Our working hypothesis is that under crisis conditions, organizations that continue to develop their business model tend to survive. Methods. The study employs general scientific methods, like comparison, deduction, analysis, synthesis. Results. We updated the definitions of ‘business model’, ‘optimal business model’, ‘internal reporting’, disclosed relationship between them. Based on foreign and domestic experience of advertising business functioning in conditions of the global financial and economic crisis of 2014–2015 and existing approaches to building business models, we offered an integrated business model. We also developed a form of management consolidated report, which reflects the specifics of advertising agencies. The recommended business model for an integrated group of companies and the adapted form of management consolidated report will provide the top management with integrated information about the total operating activities of agencies and enable adequate economic decisions. Conclusions. To address the threats of the looming crisis, companies should continue to develop their business model and improve in-house management reporting.

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West, Douglas C. "Purchasing Professional Services: The Case of Advertising Agencies." International Journal of Purchasing and Materials Management 33, no. 2 (June 1997): 2–9. http://dx.doi.org/10.1111/j.1745-493x.1997.tb00025.x.

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Kulkarni, Mukund S., Premal P. Vora, and Terence A. Brown. "Firing Advertising Agencies - Possible Reasons and Managerial Implications." Journal of Advertising 32, no. 3 (October 2003): 77–86. http://dx.doi.org/10.1080/00913367.2003.10639138.

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Farnsworth, John. "New Zealand advertising agencies: Professionalisation and cultural production." Continuum 10, no. 1 (January 1996): 136–51. http://dx.doi.org/10.1080/10304319609365729.

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Einar, Lars. "Working with Advertising Agencies — The Saab‐Scania Experience." Industrial Management & Data Systems 87, no. 11/12 (November 1987): 3–8. http://dx.doi.org/10.1108/eb057493.

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Jobber, David, and Anthony Kilbride. "How Major Agencies Evaluate TV Advertising in Britain." International Journal of Advertising 5, no. 3 (January 1986): 187–95. http://dx.doi.org/10.1080/02650487.1986.11106970.

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Shao, Alan T., and David S. Waller. "Us Parent Agency Control: Advertising Agencies in Australia." Media Information Australia 71, no. 1 (February 1994): 4–11. http://dx.doi.org/10.1177/1329878x9407100103.

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Terpstra, Vern, and Chwo-Ming Yu. "Determinants of Foreign Investment of U.S. Advertising Agencies." Journal of International Business Studies 19, no. 1 (March 1988): 33–46. http://dx.doi.org/10.1057/palgrave.jibs.8490373.

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Gilbert, Stacy, and Alyson Vaaler. "Comparing Advertising Agencies’ Resources to Academic Libraries’ Collections." Behavioral & Social Sciences Librarian 36, no. 2 (April 3, 2017): 50–82. http://dx.doi.org/10.1080/01639269.2017.1536689.

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Journal articles on the topic 'Advertising agencies'

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