William L. Rivers and William T. Slater,Aspen Handbook on the Media,Aspen Institute Program on Communications and Society,Palo Alto,California, 1975, 182 pp.

Abstract

A study of the use of humor in U.S. and U.K. television advertising was developed by surveying ad agency executives in the two countries and then by conducting a content analysis of television commercials. The survey of executives revealed a more accepting attitude toward the use of humor, and a broader view of the potential uses of humor among the British agencies. The content analysis showed a significant increase in the use of humor in the U.S. since the last major benchmark study, but less humor than in the U.K. sample of advertising. An examination of the content analysis data using the Foote, Cone and Belding (FCB) planning matrix revealed a situational use of humor in both countries, with humor most often used with low involvement/ feeling products and least often used with high involvement/feeling and thinking products. For the most part, the views of agency executives reflect the incidence and use of humor in their respective countries.     

Pretesting TV Commercials: Methods,Measures, and Changing Agency Roles

Abstract

Research directors with the largest 200 agencies and advertising executives with the largest 200 advertisers were surveyed to examine their views on the current state of TV commercial pretesting. One-hundred and one agency researchers and 89 ad executives returned completed questionnaires (adjusted response rates of 52% and 49.7%), which asked them 23 closed-ended questions about (1) the methods and measures used to pretest TV commercial executions; (2) the perceived role of the agency versus the client in the selection of pretest methods; and (3) perceived changes in the role of the agency research department in TV commercial pretest research. Of those responding, 18 percent of the agency researchers and 19 percent of the advertising executives indicated that their agencies do not pretest TV commercials for assigned brands. Based on the responses of the 83 agency researchers and 72 advertising executives whose agencies pretest commercial executions, the findings suggest that the role of the agency research department has changed over the past 10 years. Most notably, there has been a proliferation in the use of qualitative methods and measures in TV commercial pretest research.     

Agency / Client Relationshipsas Seen by Influential on Both Sides

Abstract

This article concerns a subject of interest and concern to both advertising agency executives and their clients; i.e., how the two of them feel about each other and themselves in terms of the agency/client relation-ship. These perceptions and feelings were gleaned from a survey of agency leaders and major users of agency services. Based on the findings, some suggestions and directions are offered for making the agency/client dyad more harmonious.     

Advertising Agency Philosophies and Employee Risk Taking

Abstract

On the basis of an exploratory survey of executives from a cross-section of U.S. advertising agencies, this article examines the relationship between agency creative philosophies and agent creative risk taking. The natures of both creative risk and agency philosophy are discussed. Multiple measures of risk taking are applied and the findings suggest that agency executives working in agencies with clear identities are more likely to take risks than are those in agencies without such identities (hybrid philosophies), but not for all measures of risk. The extent to which the size of client plays a role also is assessed. After an assessment of the findings, limitations and suggestions for further research are discussed.     

Advertising Agency-client Attitudes Towards Ethical Issues in Political Advertising

Political advertising has long been a target for criticism regarding unethical behaviour. This study looks at the attitudes of Australian advertising agency executives and politicians towards ethical issues relating to political advertising. A sample of 101 advertising agency executives and 46 federal politicians were compared and some attitudinal differences were found, which could be areas of tension in the agency-client relationship.     

Participation by U.S. Agencies in International Brand Advertising: An Empirical Study

Abstract

Marry ad agency executives have proclaimed the era of the global advertising agency. They observe that corporations are moving towards placement of their worldwide advertising through a single agency, and they predict that a few large “mega-agencies” will take over a majority of international advertising accounts. Yet, no published studies have examined how many brands are actually handled by the same ad agency worldwide. This paper presents the results of a survey examining the extent to which U.S. companies use the same agency to advertise abroad and in the home market. The study found that of the brands sold abroad, only about one-third are handled by the same agency both at home and abroad. This proportion does not vary significantly with advertising budgets, by product class, or between standardized and non-standardized brands. In addition, no single-agency group or “mega-agency” handles more than eight percent of the sample brands, and no agency handles a majority of its U.S. brands abroad.     

Ethical Problems of Advertising Agency Executives

Abstract

A mail survey reports on ethical problems faced by 330 advertising agency executives. The most frequently cited difficult ethical problem is “treating clients fairly.” Creating honest advertisements and representing clients whose products or services are unhealthy OT not needed were also frequently mentioned. Many agency executives reported that such ethical problems affect both their performance and their relationships with co-workers.     

Client-Agency Relationships

Abstract

The increasing occurrence of client turnover and agency switching among client/agency relationships is of concern to advertising agencies throughout the world. It is proposed that small firms could provide a substantial alternative client base for agencies in order to dampen the impact of uncertainty. This study investigates the perceptions held by owner/managers of small firms toward agencies within New Zealand. We identified two groups of respondents–those who perceived agency contribution to store performance as high and those who perceived it to be low.Significant differences were found between the two group' response ratings on advertising agency services, agency attributes and selection criteria. We conclude by discussing the managerial implications of this study and provide directions for future research in this area     

International advertising: Developmental and implementational issues

This paper reports on a study which investigated the international advertising practices of a sample of major advertising spending multinationals, and the rationales behind their policies. The objective was to obtain insights into the efficacy of international advertising standardization options. When the rationales behind the international advertising practices of the sampled companies were examined, it was found that the executives concerned brought a wide‐ranging agenda to the decision‐making process and that factors beyond the specific benefits of standardization influenced their policies. As regards their actual policies, the practice of some form of standardization was found to be widespread, but the practice of total standardization was rare. As such, the data indicate that standardization is a flexible option, with many possible variants, i.e. it can be adapted to circumstances and is not an either/or policy. The paper concludes that the focus on whether or not multinationals should practice international advertising is misplaced, if only because, just as at the local or national level, there will be good and bad international advertising. Accordingly, more emphasis should be placed on reviewing issues relating to how to improve the quality of international advertising campaigns.     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.     

Market Research and Advertising Strategy in Portuguese Agencies: Perspectives of Professionals

SUMMARY

The advertising campaign development process is frequently described in manuals and textbooks. Nevertheless, the empirical perspective gives us a better understanding of the real world. In this study, we tried to understand, to systematize, and to describe the process of research and strategy in advertising agencies. To accomplish this objective we conducted 25 in-depth interviews with advertising agency professionals in Portugal. Cross-analysis of the statements allowed us to identify 5 themes: research done by the client before providing the brief to the agency, client's brief, information gathering done by the agency, brief's discussion inside the agency, and creative brief.     

Dramaturgy of a Campaign: Viewing the Advertising Agency Process as a Theatrical Production

The creation of advertisements is the most widely researched topic in the advertising literature. However, the extant literature on advertising agency dynamics during campaign development remains vague and imprecise. The purpose of this paper is to introduce a new framework that can be used in the practice of studying advertising agencies. Twelve face-to-face interviews were conducted with executives at an advertising agency. A qualitative discourse analysis revealed parallels that exist between the major skill areas of an advertising agency and a theatrical troupe. In particular, the roles of producer, director, designer, technical crew, house manager, actors, and audience are similar to roles in an advertising agency.     

Some European Attitudes on the Advertising Transference Question: A Research Note

This article reports a portion of the findings of research conducted to determine the attitudes of select French and Dutch advertising agency leaders and German marketing executives regarding specific standardized advertising issues. These findings are compared with results obtained in earlier studies of U.S. advertising agency and corporate executives and the differences are highlighted.     

How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship

ABSTRACT

Reports from the advertising industry suggest that the pressure to create effective integrated campaigns across the ever-increasing mix of paid, owned and earned media is putting an enormous strain on client/agency relationships. This research identifies the main challenges that an Integrated Marketing Communication (IMC) approach places on this relationship and thereby advances the IMC literature by examining the practical challenges of implementation. Six key issues, developed from academic and industry sources, are presented to advertising experts, through a Delphi study, to stimulate debate and identify areas of agreement. The findings are brought together in a model which presents three main areas that need to be addressed, along with specific recommendations. These topics include the need for clients to provide stronger leadership in defining agency roles and responsibilities, more transparent remuneration systems to encourage teamwork across agencies as well as individual input and an increased emphasis on the strategic contribution from agencies.     

Client Perceptions of the Customer Orientation of Advertising Agencies

Abstract

A national random sample of advertisers evaluated the customer orientation of their advertising agencies. The respondents also rated the importance of various agency attributes for agency selection, as well as their level of satisfaction with the performance of their current advertising agencies. Client perceptions of the customer orientation of advertising agencies was found to be significantly related to clients' satisfaction with agency performance. The importance of customer oriented selling behaviors by advertising agencies are discussed.     

Paying for advertising: advice for retailers

How best to pay an advertising agency is a long-standing debate, but up till now there has been little empirical evidence upon which to base decisions. In a recent survey, retailers reported lower satisfaction with their advertising agency remuneration agreement than clients in any other sector. As remuneration has the potential not only to sour day-to-day relationships, but more significandy to provide incentives to the agency for better advertising, a better agency service and value for money, getting it right is without doubt an important task. This paper examines the factors that are associated with satisfaction, notably the methods and practices of remuneration employed, the characteristics of the advertising task and advertiser situation, and advertiser attitudes on the equitability of the agreement. Findings indicate that changes to certain methods, practices and attitudes may be beneficial to both client and agency. Best-practice advice is offered, and conclusions drawn.     

Making Trade Shows Pay Off

Abstract

This article reviews the literature on IMC and then examines its development empirically in Turkey. In this paper, we explore perceptions of IMC derived from a sample of advertising agency executives, and explore how perceptions of IMC within the developing country of Turkey. The main aim of the survey was to explore how agencies implement, coordinate, and evaluate IMC programs, and examine barriers relating to these. Managerial and public policy implications of the study are also offered. Findings underpin global adoption of IMC even in conditions of economic turbulence. Moreover, the findings confirm that IMC (in Turkey) as elsewhere is more related to tactical implementation of promotion than to strategic business development.     

Perceptions of IMC and organisational change among agencies in South Africa

This paper reports on the development of Integrated Marketing Communications (IMC) in an emerging market, South Africa. It also deals with the organisation of advertising agencies in an IMC environment. A brief overview of IMC is given as well as a review of the organisation of agencies. The study consisted of in-depth interviews of 20 senior advertising agency executives. The results indicate that most agencies are developing their IMC strategies and that it is growing in importance in South Africa. Some recommendations are proposed to enable agencies to become more effective in future.     

Internet Marketing Communications in the Selling Process

Abstract

The internet represents an opportunity for sellers to communicate easily with potential and existing customers across the world. To what extent are websites and e-mail used in the selling process for complex services? A sample of advertising agency affiliates found some differences in the frequency of e-mail and website use for different selling tasks. In addition agencies in high-income regions used website communication more frequently than those in low-income regions, but no significant differences were discerned in e-mail use between the two groups.     

Editorial

Abstract

Even though operating within a different electoral system, Great Britain is rapidly following in the footsteps of the United States in the area of political communications. Electoral communications, including advertising, have found a place in the British political process.

This study seeks to find what place and is based largely on personal interviews with politicians, party officials, broadcast and print journalists, academicians and advertising agency executives.

Emphasis is on the marketing and communications efforts of the Conservative Party as the leader in the trend toward American-style campaigning. However, both the Labour Party and SDP/Liberal Alliance are also examined.