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.     

Advertising industry evolution: agency creativity,fluid teams and diversity. An exploratory investigation

ABSTRACT

The advertising industry is in a state of flux, where the agency model is evolving alongside todays’ fast paced digital environment. This paper reviews the drivers of change in the industry and explores how creative advertising agencies are evolving and developing their team resources to improve the creative product using the resource based view (RBV) as a theoretical lens. The study adopted a qualitative approach using a key informant strategy with 16 interviews with Creative Directors, Chief Executive Officer’s and Heads of Planning and Account Directors. The findings suggest that agencies who embrace team functional diversity, include external stakeholders and develop team fluidity as a dynamic capability will enhance agency creativity.     

Standardized Multinational Advertising: The Influencing Factors

Abstract

Advertising for multinational products uses standardization most often in strategy, less often in executions, and least often in language. This study's international sample of advertising agency executives considers creative impact the most important and pressure (from time, client, etc.) the least important reason to use some form of standardized advertising. Despite this, it is views on client pressure which explain most of the variance in views on future use of standardization. That is, those respondents who believe that client pressure is increasing also believe that overall use of standardization will increase. A separate sample of agency executives reinforced some of these findings, particularly the role of the successful, big idea and client pressure in making the decision to standardize. Copy research also plays a role in standardization recommendations, but it is not used as extensively as might be necessary.     

Kennedy,Sherril H., and David R. Corkindale. Managing the Advertising Process. Lexington,Mass.: Lexington,Books, 1976

Abstract

A mail survey was conducted among a sample of account and creative services personnel working in advertising agencies nationwide to determine areas of conflict in working relationships between these two groups. Additionally, respondents were asked to perform the same critical analysis of their colleagues within their own departments. Analysis of responses from 256 agency employees indicate that some disagreement between account management and creative services exists. Creative services personnel tended to be more critical of account management than account managers were of creative people. Results are explained by the differing perspectives of the generalist (i.e., account managers) and specialist (i.e., creative services) that must be brought together in an agency to produce effective advertising.     

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.     

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.     

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.     

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.     

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.     

Reducing Disconnects in the Design Agency-Client Relationship

Abstract

Account turnover for smaller agencies, whether an advertising, marketing research or design agency, is a serious financial drain that absorbs disproportionate CRM and managerial energies. Using a web-based survey developed from in-depth interviews, this empirical study investigates the extent to which smaller graphic design agencies follow the classical decision-making “process” when producing a creative product (an advertisement; a new package design, etc.). The global hypothesis is that the greater the degree of adherence to the steps in the management of the ideal relationship management “process” the greater the perceived satisfaction will be with their clients. Results of the analysis partially support the hypothesis and provide valuable directions for future studies.     

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.     

The advertising creative process: A study of UK agencies

Advertising agencies are hired to develop creative advertising for their clients. This paper explores the advertising creative process used by agencies when developing new creative work. Using in-depth interviews with 21 agency practitioners in the UK this study examines the stages that take place within the advertising creative process. Findings suggest the process is made up of a series of sequentially linked stages and illustrate how agencies validate advertising creative during development. The study provides insight into how agencies customise the process and identifies that agencies have different approaches to the level of client involvement. Implications for practitioners are discussed and areas for future research identified.     

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.     

Advertiser Expectations of Agency Creative Product

ABSTRACT

The study reports the development and empirical testing of measures of advertiser expectations of agency produced creative product. This “applied creative,” professional, business-to-business service incorporates extensive process elements. Hence, two measurement models are developed: a traditional “unitary” model, and a dualistic model incorporating elements of process and outcome. The study demonstrates firstly that client expectations of this highly intangible, “applied creative” professional service can be empirically modelled, and secondly, that such measurement does exhibit dimensions of both outcome and process. This paves the way for subsequent modelling of consumer satisfaction or quality evaluation processes within this little explored service category.     

Identifying the Communication,Behaviors, and Interaction Patterns of Agency-Client Relationships in Development and Decline

Abstract

Leichty and Springston (1993) suggest that “if the relationship management metaphor is to be taken seriously, we need to develop a theory of how relationships between organizations and publics develop, change, and are maintained” (p. 334). The current investigation is a response to that challenge by suggesting a theoretical grounding, drawn from Knapp and Vangelisti's (1996) interaction stages research, for describing how agency-client relationships are initiated, developed, maintained, and deteriorate. The research was conducted with 25 account executives of a medium-sized mid-western public relations agency. The participants provided examples of communication, behaviors, and interaction patterns that are experienced when agencies and clients initiate, develop, maintain, deteriorate, and terminate relationships. A total of five phases of organization-public relationship development and five phases of organization-public relationship decline are reported. The paper concludes with a discussion of the role that relationship management should play in the study and practice of public relations.     

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     

Entering China Today

Summary

The peripherally growing and remarkably dynamic Chinese economy is now encouraging the use of more diverse and creative entry modes for international investors. This article illustrates various entry modes of foreign direct investment available at present to foreign companies entering China. These entry modes include equity joint ventures, wholly foreign owned subsidiaries, contractual joint ventures, umbrella companies, acquisitions, representative offices, branches, build-operate-transfers, licensing and franchising. The merits and limitations of each entry mode are discussed. Some practical advice on entry strategies for international executives active in the Chinese market is also highlighted.     

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.     

Altered states: The effects of media and technology on the creative process in advertising agencies

The media environment has changed dramatically due to the explosion of new channels and technological innovations, which has had important ramifications not only for advertising, but also for advertising agencies and their creative processes. Using a series of interviews with agency creative directors and digital strategists, this study investigated how agencies have addressed these challenges and taken advantage of the opportunities. Its two key contributions are an updated model of the creative process and the identification of four alternative structures agencies use to create the core concept. The study also found a paradigm shift from framing technology in terms of its production value, to framing technology in terms of its strategic and creative value, as technology specialists have become involved in the strategic and creative stages of campaign development.     

Cone,Fairfax M. The Blue Streak. Chicago: Crain Communication, 1976

Abstract

This survey, conducted among 17 of the 25 largest advertising agencies, highlights the reduction of entry-level employment opportunities, for college graduates, when 1974 is compared to 1973. The survey also gives indication of the relative popularity various schools enjoy as preparers of future advertising executives. The author closes with an appeal to the advertising industry concerning the need to increase the number of entry-level opportunities.