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1.
中国广告市场的逆向选择现象是广告公司同质化竞争的必然结果,也是影响广告创意产业竞争力提升的关键因素。本文运用信息经济学的逆向选择理论和企业竞争优势理论,对我国广告市场存在的逆向选择现象、危害及其成因进行深入分析,指出差异化代理是解决广告市场逆向选择问题的根本途径,并具体阐述了广告创意产业差异化竞争的四种策略。  相似文献   

2.
    
This study investigated whether the Advertising-In-Education (hereafter AIE) program would influence the growth of creativity in elementary school students. AIE has been discussed by advertising scholars and used in some schools in South Korea since its inception approximately 10 years ago; yet, empirical research to prove its effect on education is rare. A field experiment using a pilot AIE program was implemented with third and fourth graders at two local elementary schools for 12 weeks. To measure the degree and significance of improvement in students' creative ability and creative personality, a series of pretests and posttests were administered using creativity measuring instruments. Results indicate that the AIE program has been effective in enhancing both creative ability and creative personality of elementary school students. Based on these results, several important implications were discussed and some directions for further research were suggested.  相似文献   

3.
This study uses data envelopment analysis to evaluate the operating efficiency of a sample of 41 US advertising agencies, based on their profits and expenditures in six key areas (i.e., payroll to employees, other payroll-related expenses, administrative expenses, space and facilities expenses, corporate expenses, and professional fees). The analyses reveal that, on average, 5% of an agency's budget is wasted, incurring the greatest amount of waste in the administrative and corporate expenses. The tobit model also indicates that professional fees contributed the most agency inefficiency overall.  相似文献   

4.
In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.  相似文献   

5.
    
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.  相似文献   

6.
A lack of women in creative departments has been documented in previous research. These departments are seen as a male fraternity subculture in advertising agencies, where women experience many difficulties in their career progress. One of these drawbacks is gender bias in the selection of ideas' process. Male creative directors are believed to promote ideas created by men within a homosocial environment. This female perception emerged from previous qualitative research is studied experimentally for the first time. Almost 90 advertising creative directors and higher level positions assessed ads created by students in an advertising university course. In the current study, we explore the effects of ad gender authorship. Results revealed an absence of gender bias based on ad name cues, neither the gender of the ad creators nor the creatives affected the evaluations. The findings are discussed and future research is proposed.  相似文献   

7.
This article presents results from a survey of advertising practitioners in Japan focusing on their opinions about the communication objectives and stereotypes, specifically the effectiveness of older spokespersons, their general views on older models in advertising and the effectiveness of older models by product category. We find that these opinions are rather positive. The intention to use a larger number of older models is affected by the perceived effectiveness of older spokespersons and the expected increase in older models and client interest. When targeting an older audience, older spokespersons are seen as particularly effective for the product category of health/medical, but for a general audience it is financial services/insurance. Regardless of product category, they are perceived more effective when targeting an older versus a general audience and when targeting aged 50–64 versus 65 plus.  相似文献   

8.
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.  相似文献   

9.
Practitioners’ perspectives have been neglected to some extent. Research on practitioners’ perspectives is important because it will provide valuable information, especially on how theories have been reflected in practice. The study investigates Korean advertising practitioners’ perspectives on celebrity endorsement in advertising campaigns. By comparing the perspective between advertising practitioners and that from their counterparts on the client side, this study may provide insights into their respective roles in advertising campaigns. This study finding suggests that Korean advertising practitioners consider a celebrity's likeability as the most important criterion when selecting a celebrity endorser. The most important reason why they employ a celebrity endorser is that celebrity endorsement helps generate awareness of the brand. In addition, concerns over celebrity endorsement as well as limitations and suggestions for future research have been discussed.  相似文献   

10.
No abstract available for this article.  相似文献   

11.
    
Service quality is important to firms that use advertising and communication agencies and these agencies in turn need to make sure that their service quality is what clients expect. The purpose of this research is to assess perceptions of the service quality offered by agencies in South Africa and to identify the most important service attributes of the agency offerings. Agencies were also divided into three types: mass communication agencies, or above the line agencies (ATL), sales promotion agencies, or below the line agencies (BTL), and integrated marketing communication agencies, or full service agencies (FS). A total of 105 responses were received and results were reported for each agency type and in total. The results show some serious differences between what clients are looking for and agency strategies. These are discussed in detail. Recommendations are made which will help agencies in the development of strategic partnerships with clients.  相似文献   

12.
Advergames have been used for some time as a form of branded entertainment designed to engage prospective customers in a branded activity for an extended period of time. Increasingly, advergames are imbued with social qualities related to the rise in popularity of social media, especially social networking. Despite the popularity of social advergames, little is known about the brand benefits of incorporating social features into games. Moreover, while creativity has been studied in the context of more traditional advertising, less is known about its effects on brand development in the context of advergames. Although advertising creativity, as characterized by novelty and relevance, has been shown to impact advertised brands, it is not clear how creativity interacts with advergame socialness to affect brand development. To address these gaps in the literature, this paper reports on three experimental studies that compare the brand effects of advergames that enable social interactions to advergames that are not social. The results indicate that relative to non-social advergames, social advergames result in more positive game attitudes, attitudes toward the brand sponsor, and brand advocacy, particularly when advergames are novel. Finally, this article discusses implications for managers and directions for future research.  相似文献   

13.
    
Creativity is critical to advertising yet highly subjective. Testing to evaluate alternatives, if done, is often conducted at later stages that are expensive and wasteful. This study examined a set of characteristics about creativity from creative advertising practitioners. These characteristics were subjected to a three-part quantitative analysis that produced a model with four dimensions – novelty, utility, affect, and humor. Further testing showed that the model was useful in predicting the level of creativity in print advertisements, and the tool may be useful for the early evaluation of concepts.  相似文献   

14.
    
The purpose of this study is to explore the factors that influence creative teaching and to find out what effective strategies are used by three award‐winning teachers in the learning area of Integrated Activities. As creative thinking is crucial for the knowledge economy, it is essential that education serves its purpose in improving this important aspect. The methods used for data collection include in‐depth interview, focus group interview, classroom observation and content analysis. Three teachers with a GreaTeach Creative Instruction Award for creative teaching in the Integrated Activities field were selected as subjects. Results were acquired by analysing the interview content, the teaching plans, teachers’ reflection and the classroom observation videotapes. The study found that: the factors influencing creative teaching in Integrative Activities are (a) personality traits: persistence, willingness to develop, acceptance of new experiences, self‐confidence, sense of humour, curiosity, depth of ideas, imagination, etc.; (b) family factors: open and tolerant ways of teaching children, creative performance of parents, etc.; (c) experiences of growth and education: self‐created games and stories, brainstorming between classmates, etc.; (d) beliefs in teaching, hard work, motivation and (e) the administrative side of school organization. Among these factors, beliefs in teaching, hard work and motivation are the main aspects. The effective teaching strategies used by the awarded teachers are: student‐centred activities, a connection between teaching contents and real life, management of skills in class, open‐ended questions, an encouragement of creative thinking and use of technology and multimedia. Integrated Activities are closely connected to life experience and a basis for the development of creative thinking within education.  相似文献   

15.
Although China has been the world’s second largest advertising market after the United States in terms of advertising spending since 2006, the performance of advertising agencies in China and the factors that contribute to this performance have been understudied. However, by incorporating the structure-conduct-performance model and agency theory into the integrative framework and conducting a time series cross-sectional analysis, we determine that the degree of concentration in the advertising agency industry and number of regulations in the advertising industry have had significant negative effects on the financial performance of agencies. In addition, agencies with mainly foreign capital have performed better than those with only Chinese capital. Agencies adopting strategies of initial public offering (IPOs) or engaging in name changes and mergers have performed better than those that have done nothing. Implications are also discussed.  相似文献   

16.
    
This article highlights advertising agencies as marketplace icons. The role of ad agencies in creating iconic brands can sometimes be obscured, yet ad agencies are central to how the contemporary marketplace works. While ad agencies are no longer the hegemonic instance of consumer culture that they were from the 1950s to the 1990s, they have adapted to today's democratic advertisingscape by shepherding cultural content produced elsewhere to market. Ad agencies have remained the engine behind significant shifts in consumer culture, such as the warming of relations between music and advertising, by acting as the ‘midwife’ between art and commerce, facilitating new cultural practices in the process.  相似文献   

17.
No abstract available for this article.  相似文献   

18.
There is a long and diverse literature on gender stereotypes in advertising; however, US practitioners’ perspectives on the role and function of stereotypes in advertising remain unknown. Understanding professionals’ views on whether and how stereotypes communicate is important for anyone who believes it beneficial to reduce future stereotypical representations. Using qualitative interviews with 42 practitioners, this study detailed seven themes concerning professionals’ perceptions of the role and function of stereotypes in advertising, including beliefs that stereotypes are based in truth, are attractive to audiences, communicate quickly, simplify processing, prevent distraction, prevent thinking, and are the obvious solution. Practitioners felt stereotypes were used most appropriately when they were subverted or challenged in advertising messages. Stereotypes were most inappropriate when they reinforced negative perceptions. Four factors believed to drive the use of stereotypes in advertising are discussed.  相似文献   

19.
    
Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.  相似文献   

20.
This study applied a three-part metaphoric model of thinking to illuminate the creative thought process in developing marketing communications. The Zaltman Metaphor Elicitation Technique was used to categorize metaphorical statements about the creative process. Analysis found that these statements fit the model's tripartite structure of perception, movement, and object manipulation. These results suggest alternative paths for developing creative concepts, and also suggest a framework for understanding how best to use various techniques at different stages of the creative process.  相似文献   

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