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Republic of Korea
Int. Journal of Advertising
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How businesses buy advertising agency services: a way to segment advertising agencies' markets?
Youngseok Son, Woonbong Na and Roger Marshall, Journal of Advertising Research, Vol. 43, No. 1, March 2003, pp. 86-95
It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agencies to segment their markets in a meaningful way.
It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agencies to segment their markets in a meaningful way. This research describes a field test of the idea that clients' market orientation provides such a segmentation base. When selecting an advertising agency, market-driven companies exhibit quite different organizational behavior and hold different evaluative criteria than do less market-driven companies.
Linking the Use of Advertising Agency Review Consultants to Agency Search Outcomes
Koanghyub Kim and Fred K Beard, Journal of Advertising Research, Vol. 41, No. 2, March/April 2001
Advertising agency review consultants play an important, yet controversial, role in the advertising business.
Advertising agency review consultants play an important, yet controversial, role in the advertising business. Although review consultants help manage an admittedly time-consuming and complex task, criticisms concerning their use have gone uninvestigated. The results of the secondary analysis of published industry data reported in this article provide little evidence that consultants often recommend the same agencies for each search they manage or that they encourage marketers to unbundle creative and media portions of their accounts. Similarly, the characteristics of agencies winning consultant- and client-managed reviews are nearly identical, providing little evidence of bias in agency search outcomes.
A Cross–cultural Assessment of the Advertising Agency Selection Process: An Empirical Test in Korea and New Zealand
W B Na and R Marshall, International Journal of Advertising, Vol. 20, No. 1, 2001
Looks at how clients go about selecting an advertising agency, and how this may vary over different cultures.
Looks at how clients go about selecting an advertising agency, and how this may vary over different cultures. Much recent work on this subject has been drawn from New Zealand. This study compares practices in New Zealand and Korea, based on telephone research on a cross-section of companies (mostly with the advertising manager). Results: the evaluative criteria used in both countries are very similar, and the same management functions are involved in the team, but there are some differences in the size of the selection teams and the power structure within these (CEOs are more dominant in Korea, probably due to the country's more traditional organisational culture).
The Eurowinter Project: The Use of Market/Social Research Methods in an International Study
Colin McDonald, International Journal of Market Research, Vol. 41, No. 3, 1999
This paper describes how an international research project using standard quota sampling methods was used as part of an epidemiological study investigating the relationships between cold weather and excess winter mortality in eight different temperature zones in Europe.
This paper describes how an international research project using standard quota sampling methods was used as part of an epidemiological study investigating the relationships between cold weather and excess winter mortality in eight different temperature zones in Europe. Surveys provided unique evidence of how the increase in deaths with greater cold can be affected by the actions people take to protect themselves, both in the home and in the open air. The study, supported by a grant from the European Community, was later followed by similar studies in Ekaterinburg, Russian Federation, and Yakutsk, North-eastern Siberia.
Key business dilemmas and the marketing remit in business-to-business marketing services
L Simkin and S Dibb, International Journal of Advertising, Vol. 17, No. 3, 1998
Reports on various surveys by the authors, including a major survey in 1997, into the use of marketing techniques by those who provide marketing services to businesses, in particular advertising, public relations and management consultancy.
Reports on various surveys by the authors, including a major survey in 1997, into the use of marketing techniques by those who provide marketing services to businesses, in particular advertising, public relations and management consultancy. Results were drawn from over 200 leading advertising and PR businesses and over 40 strategic marketing consultancies. Survey findings are summarised for each of the three areas. The core underlying business trends and key resulting marketing issues are explored for each type of business. A number of trends and issues (listed) are common to all three. The discussion then examines how these businesses themselves have utilised marketing methods, comparing current practices against the `textbook' view of good marketing behaviour. The understanding and use of marketing differ significantly; the leading management consultancies and a few of the larger, international agencies are ahead of the rest; but all agree that they need to improve their own strategic and tactical marketing practices.
Integrated Marketing Communications in US Advertising Agencies
Philip J Kitchen and Don Schultz, Journal of Advertising Research, Vol. 37, No. 5, September/October 1997
This paper is one of a series relating to a continuing investigation of the emergent field of Integrated Marketing Communications (IMC).
This paper is one of a series relating to a continuing investigation of the emergent field of Integrated Marketing Communications (IMC). It attempts to extend knowledge on how the concept of IMC is diffusing by providing an initial analysis of data on how senior advertising agency executives perceive IMC use and development in the United States in 1996/7 (via a postal, self-administered survey, n = 128). It provides a perspective on the current state of IMC and levels of implementation and usage in U.S. advertising agencies. Additional studies will follow with advertising agencies in India, Australia, New Zealand, and Norway. A similar study has already been conducted in the United Kingdom. Results of that study are not included here.
A new world order: the role of advertising in Russia and the NIS
Dr L G Wells, International Journal of Advertising, Vol. 16, No. 2, 1997
Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia.
Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia. One result is the rapid growth of Russia's advertising industry and its similarity to Western classical liberalism and neoliberalism propositions of marketing communication. This article builds on the author's previous studies on the role of advertising in what is now Russia through participants' own words and visions of advertising. In-depth interviews with business and industry professionals, academicians and government representatives provided insight into changes in the perception and practice of advertising in Russia.
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