Advertising Awards and Advertising Agency Performance Criteria

Advertising awards are widely perceived as indicators of advertising performance, with a strong emphasis on creative excellence.

Advertising Awards and Advertising Agency Performance Criteria

Thorolf Helgesen

Advertising awards are widely perceived as indicators of advertising performance, with a strong emphasis on creative excellence. In this respect, they serve as professional standards for the advertising practices and effectiveness. So far, researchers have paid little or no attention to this phenomenon. The present study is an attempt to explore this issue and to assess some consequences of advertising awards on the advertising agencies' professional orientation and performance criteria.

Advertising awards are meant to recognize outstanding advertising, according to criteria and rules laid down by the awarding institutions. Frequently, media...

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