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Observations: How the roles of advertising merely appear to have changed
John R. Rossiter and Larry Percy, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 391-398
This article is a commentary on the theme of the 2012 ICORIA Conference held in Stockholm, which was about ‘The changing role of advertising’.
This article is a commentary on the theme of the 2012 ICORIA Conference held in Stockholm, which was about ‘The changing role of advertising’. We propose that the role of advertising has not changed. The role of advertising has always been, and will continue to be, to sell more of the branded product or service or to achieve a higher price that consumers are willing to pay than would obtain in the absence of advertising. What has changed in recent years is the notable worsening of the academic–practitioner divide, which has seen academic advertising researchers pursuing increasingly unrealistic laboratory studies, textbook writers continuing to ignore practitioners’ research appearing in trade publications and practitioner-oriented journals, and practitioners peeling off into high-sounding but meaningless jargon. Also evident is the tendency to regard the new electronic media as requiring a new model of how advertising communicates and persuades, which, as the authors’ textbooks explain, is sheer nonsense and contrary to the goal of integrated marketing. We provide in this article a translation of practitioners’ jargon into more scientifically acceptable terminology as well as a classification of the new advertising formats in terms of traditional analogs with mainstream media advertising.
Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women
Karen L. Mallia and Kasey Windels, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 30-44
Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking.
Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.
Does Doing Good Do Good? How Pro Bono Work May Benefit Advertising Agencies
David S. Waller, Journal of Advertising Research, Vol. 50, No. 4, 2010
“Pro bono” programs, long associated with the legal industry, have become formal service offerings of a number of advertising agencies.
“Pro bono” programs, long associated with the legal industry, have become formal service offerings of a number of advertising agencies. Using grounded theory to observe discussion in the industry literature, this study identifies the various types of pro bono work and the advantages and disadvantages of having such a client. From the findings, it appears that although an agency may want to be seen as a good citizen for doing this kind of work, there are also definite business reasons for helping a nonprofit organization. Among them are creating fresh creative opportunities, motivating staff, gaining exposure, increasing agency profile/prestige, and attracting paying clients.
Strategic responses to market globalisation among advertising agencies
Andreas Grein and Robert H. Ducoffe, International Journal of Advertising, Vol. 17, No. 3, 1998
As the advertising industry becomes more global, agencies are torn between two conflicting pressures: global integration and local responsiveness.
As the advertising industry becomes more global, agencies are torn between two conflicting pressures: global integration and local responsiveness. Depending on the brand, both pressures are important. The article reports on a series of depth interviews with international agency leaders aimed at assessing the extent to which their firms are responding to these conflicting needs, and the importance of the integration-responsiveness framework for understanding the strategic options available for ad agency management. Results are discussed in terms of international co-ordination, agency structure, the trend towards international expansion, learning and inter-office communication, and agencies' perceptions of where they stand on the integration-responsiveness dimension. Results suggest that the agencies have tried to modify their strategies to accommodate both pressures, but with questionable success. Proposals for further research: too little is known about how international agencies actually operate and the reasons why.
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.
Advertising in Europe in 1992: the position of the Greek advertising agencies
Anastasia C Stefanou, International Journal of Advertising, Vol. 11, No. 2, 1992
As Europe prepares for the challenge of '1992', the advertising sector is undergoing thorough radical change in order to better prepare for th opportunities and threats that the new scene will introduce.
As Europe prepares for the challenge of '1992', the advertising sector is undergoing thorough radical change in order to better prepare for th opportunities and threats that the new scene will introduce. Greece is one of the developing European countries where advertising companies, both Greek-owned and foreign subsidiaries, have recognized the importance of '1992' and are currently restructuring in order to compete more effectively. This research concentrates on the Greek advertising sector, focusing upon its current trends, strengths, weaknesses and future strategies. Section One considers the status of advertising agencies in view of the dismantled trading barriers of '1992' and some of the possible implications this 'new Europe' will have in the way of regulating certain areas of Advertising. Section Two concentrates on the future of international advertising. It is doubtful if agencies are clear yet about the precise implications of, and prospects for, trading in a single European market. Research reports indicate that most advertising agencies are interested in how the unification will affect their businesses, but few have detailed plans. If a company wishes to take advantage of '1992', it must formulate its promotional programmes and budgets now.
EC-92 and international advertising agencies
Prof Susan Higgins and Prof John Ryans, International Journal of Advertising, Vol. 10, No. 4, 1991
Change characterized the international advertising industry in the 1980s and even greater turbulence may be expected in the European Community 1992 (EC-92) era.
Change characterized the international advertising industry in the 1980s and even greater turbulence may be expected in the European Community 1992 (EC-92) era. In this article, European advertising executives provide their views on advertising agency-client relations in this new EC-92 advertising 'order'.
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