Does Winning Advertising Awards Pay? The Australian Experience

This study examines whether the winning of advertising awards affects the billings and income of Australia's top 50 advertising agencies.

Does Winning Advertising Awards Pay? The Australian Experience

Michael Jay Polonsky and David S Waller

Advertising awards have become an important part of the advertising industry worldwide. It is estimated that there are as many as 500 advertising award shows throughout the world each year (Shamoon, 1987). Some of the more popular international award ceremonies include: The One Show, Clio Awards, Art Directors Club of New York, Cannes International Advertising Film Festival, London International Advertising Awards, and Asian Advertising Awards. In 1994 B&T, the Australian equivalent of Advertising Age,listed 35 various Australian advertising...

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