Evans,W. A. Advertising Today and Tomorrow. Great Britain: George Allen and Unwin, 1974

Abstract

This study reports on developments in the international advertising agency business during the 1970s. Findings suggest that U.S. agencies remain the dominant force in international advertising in contrast to the declining performance of U.S. industry in other sectors. Specifically, American agencies have found faster growth in their overseas markets leading to continually larger shares of their total billings; there has been a growing concentration in the international business of U.S. agencies and in the industry internationally; and, the international experience of U.S. agencies has led to a growing penetration of foreign markets, to growth in productivity, and to increasing domestic market power. Results of the study indicate however, that U.S. agencies may be facing increasing challenges from non-U.S. agencies in the future; notably from the West European, Japanese, and some developing countries.     

Diffusion of account planning in Indian ad agencies

Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited. This study focuses on account planning in India, a region of considerable importance to international advertisers and advertising agencies. Using a two-stage organisational innovation diffusion framework, it examines planning initiation and assimilation in the Indian ad industry. It also investigates the impact of organisational factors on its diffusion. Results from the web survey (154 respondents from 101 agencies) indicate that, while initiation is widely reported in India, planning assimilation in agency activities is limited. Size and global agency affiliation (structural variables) affect initiation; leadership commitment and agency innovativeness (managerial and cultural variables) impact both initiation and assimilation. Similarities and differences with account planning use in UK and US agencies are discussed.     

International expansion of transnational advertising agencies in China: An assessment of the stages theory approach

This paper examines the expansion of multinational enterprises (MNEs) in a service industry to a country which is both developing and in transition—i.e. the advertising industry in China—to assess how useful the stages theory is in understanding internationalisation issues in today's globalised world. Three of our findings are consistent with the expectations and formal denouement of the stages approach: (a) the agencies increased their involvement in the China market over time; (b) the agencies went through organisational structure change through an incremental process; and (c) the internationalisation process was much faster for late entrants. On the other hand, some findings are not congruent with the theoretical explanations or logic of the theory. The main reason why agencies change their form of operations to a more involved mode, according to executives, was that their clients’ investment in China had increased. They argued that change in operational form is client-driven, rather than being driven by an increase in market knowledge. In sum, form must not be taken for the substance, although some aspects of the Uppsala model can explain the stages and changes of modality in MNE operations in China.     

A Review of the Structure and Participants in Cameroon's Advertising Market

This article reviews the structure of Cameroon's advertising market. After discussing changes in the market since 1985, the authors describe its current structure. A comprehensive approach leads them to consider the market as a system based on interaction between institutions or organizations involved directly or indirectly in the advertising process. The authors conclude that, overall, Cameroon's advertising market is weakly structured and dominated by a small number of large advertisers. They feel that the advertising agency system, especially in terms of the services it offers, is poorly adapted to Cameroon's small and medium-sized advertisers. They therefore propose a system of small and medium-sized agencies that would play a specific role geared to the limited needs of these advertisers.     

Intermediary roles in local mobile advertising: Findings from a Finnish study

This research examines the intermediary roles that advertising agencies perform between small local advertisers and a mobile advertising service provider. The intermediary roles have been left unexplored, although the agencies have influence on their client's decisions to use new media. A real-life experiment of new mobile advertising system was conducted, and interview data from eight advertising agencies were collected. The findings show that agencies may play three types of roles. In playing connecting, mediating, and inhibiting roles, agencies influence the value created not only for their clients' but also for themselves and the advertising media provider.     

Pan-European Advertising: Think Europe—Act Local

Changes in Europe resulting from the unification of EC countries and the accessibility of new Eastern European markets have fundamentally altered the trading environment in which advertising agencies operate. As the advertising industry attempts to get to grips with legislative and media changes, agencies are working hard to create alliances and develop networks which encompass markets in which they did not traditionally have a presence. This article draws on a combination of quantitative and qualitative information collected from secondary sources and extended personal interviews with key agency personnel, advertisers and representatives from the UK's Advertising Association and The Advertising Standards Authority. The objective is to show how the advertising industry and agencies are continuing to gear up to meeting the new demands of the Europeanized market.     

International strategy and subsidiary performance in China

This study examines the underlying relationship between type of international strategy (global, multidomestic, and transnational) and subsidiary performance in the context of the People's Republic of China. After controlling for cultural, size, and equity effects, it is found that strategy type is important for the overall performance of international expansion. Different strategies affect multinational enterprise (MNE) subunits' performance differently. While global strategy is systematically related to low risk but suffers from loss of growth opportunities in an emerging market, multidomestic strategy is positively associated with local market expansion but comes at the expense of high uncertainty. Overall, transnational strategy outperforms other postures in aligning with a dynamic emerging market and attaining benefits from both ownership-specific and country-specific advantages. Transnational strategy increases operating flexibility which in turn spurs managerial discretion to respond profitably to the business potential of the global marketplace. © 1999 John Wiley & Sons, Inc.     

跨国广告集团全球扩张模式的选择及其影响因素

本文运用对外直接投资理论和交易费用理论的相关原理，具体阐述了跨国广告集团全球市场扩张的经济动因，即跨国企业全球市场拓展和广告公司自身业务发展的双重需要。在此基础上，作者深度剖析了跨国广告集团全球扩张模式的三种主要模式及其选择不同模式的影响因素。文章最后重点分析了跨国广告集团在中国的市场扩张战略，以期为民族广告公司的可持续发展和国际化转型提供策略参考。     

The Ethics of Food Advertising Targeted Toward Children: Parental Viewpoint

The children’s market has become significantly more important to marketers in recent years. They have been spending increasing amounts on advertising, particularly of food and beverages, to reach this segment. At the same time, there is a critical debate among parents, government agencies, and industry experts as to the ethics of food advertising practices aimed toward children. The␣present study examines parents’ ethical views of food advertising targeting children. Findings indicate that parents’ beliefs concerning at least some dimensions of moral intensity are significantly related to their ethical judgments and behavioral intentions of food advertising targeting children as well as the perceived moral intensity of the situation.     

Dismantling institutional complexity behind international competitiveness of emerging market firms

The paper examines the perceived role of emerging market institutions in the creation of firm‐specific advantages of local small‐ and medium‐sized enterprises (SMEs) supporting international expansion and competitiveness. Our objective is to deepen conceptual understanding of the complex link between emerging market institutional factors and an ability of emerging market SMEs to compete internationally. Our empirical evidence from Russian software SMEs operating in global niche markets reveals that managers perceive institutional influence on their firms' ability to compete internationally in a number of direct and indirect means. We find that, in addition to the well acknowledged negative impact of institutions, there are supportive and triggering forces that incentivize SMEs' international expansion and development of competitive advantages. We contribute to the literature by elaborating about the complexity of institutional influence on international competitiveness of emerging market SMEs. This research offers insights for managers about the prospects of international expansion of SMEs from emerging markets.     

Hispanic agencies and profits of distinction: an examination of the advertising industry as a field of cultural production

This project examines the advertising industry as a self-governing space that is guided by its own internal logics, but is nonetheless influenced by social dynamics at play in the larger social space. Using Bourdieu's theory of practice as a theoretical and analytical framework, this study explores the relationship between cultural capital and economic capital. Specifically, I examine the degree to which Hispanic practitioners have leveraged their knowledge of Latina(o) culture and their proficiency in Spanish as profits of distinction within the marketplace. Qualitative interviews conducted with Hispanic ad agents, general market ad agents and clients reveal that the position that Latinas(os) occupy within the social hierarchy has created both opportunities and boundaries for Hispanic agencies. This paper focuses on the practices that allow Hispanic agencies to isolate Latinas(os) from other consumers, distinguishing them institutionally and entitling them to dedicated marketing resources, but I also discuss the limitations to these practices and how such a narrow expression of the Hispanic agency's cultural capital ultimately limits their access to economic capital.     

Advertising Research in the Post-WTO Decade in China

This paper reviews advertising studies on China published in 13 advertising, marketing, and business journals during the decade after joining the World Trade Organization (WTO) (2002-2011). Since its WTO entry, China's advertising industry (including regulatory environment and advertising practices) has fundamentally changed, turning it into the world's fastest-growing advertising market and the country with the largest pool of netizens. We adopt the "glocalization" framework to selectively highlight five themes in our review: (1) diversified/shifting cultural values, (2) language and brand names, (3) acceptable/offensive advertising, (4) media growth and control, and (5) agency management. Our discussion follows Taylor's (2005) suggested agenda for international advertising research and focuses on the implications for academic researchers and advertising professionals that these papers collectively provide. In the transitional market in China, insights from past studies are relevant for its future development in advertising both locally and globally.     

China myths and advertising agencies

One of the fastest growing sectors in China's transforming economy is advertising. Within the industry, large numbers of ‘advertising agencies’ are typically reported. This article charts growth in the industry and classifies agencies by type, in order to establish a more accurate understanding of agency numbers and growth. Advertising agencies are but one type of organization among the huge number of licensed ‘advertising practitioners’ in China, which are often erroneously referred to as agencies.     

Ad agencies

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.     

Global strategy gone astray: Maersk's big box boats and the world shipping industry

A.P. Moller‐Maersk Group (A.P. Moller‐Mærsk AS in Danish), commonly known as Maersk, is the world's largest global shipping conglomerate from Denmark and carries a rich history and corporate heritage in the industry. The company operates large container ships which are mostly known as “big box boats” in the industry. By using interdisciplinary literature and the shipping industry's operational routes and corporate developments, this case‐based research analyzes and discusses Maersk's internationalization and its global strategies. Although Maersk aggressively sought internationalization and company‐specific expansion, its global strategy and international expansion areas have encountered problems because of the slowdown of the global economy, de‐globalization, and the U.S.–China trade tussle. The case‐based research analyzes and discusses these issues within the areas of international business and the company's global strategies and industry‐specific competition. Analysts and industry observers believe that Maersk will continue to be a major shipping and logistics firm and will thrive in global markets. At the same time, the company will be impacted by the changing competition, regulatory forces, and new technologies in logistics and global shipping. This case study also provides future developments and growth prospects of Maersk and the shipping industry.     

Creativity identity in Colombia: the advertising creatives’ perspective

ABSTRACT

This exploratory paper analyses the way in which context influences advertising creativity practices. To establish the role of context, this paper utilized both Social Identity theory and Systems Model of Creativity. Twenty four in-depth interviews with top creative directors of the main advertising agencies in Colombia (Latin America) were collected. Findings suggest the Colombian creative identity is under construction. This identity is influenced by the broader Colombian social context including the unique business characteristics of the country's communications industry, the level of economic hardship experienced by the population, and the actual social conflict lived situation. These findings extend the Systems Model of Creativity to include social hardships and industry level characteristics. Several practical implications not only in relation to Colombia, but also the broader global advertising industry are presented.     

“后危机时代”我国对外工程承包行业的“危”与“机”

美国金融危机对全球经济影响深远,这给国际工程承包市场的尽早复苏蒙上了一层阴影。受其影响,我国对外工程承包行业市场扩张潜力受挫,但我国对外工程承包行业的比较优势尚存,＂核心市场＂依然充满活力,加之国际环境总体缓和,也给我国对外工程承包行业经营全球化提供了契机。不论是政府还是企业,都要利用经济危机后的＂大变动、大调整＂的良好机遇,创造良好的市场环境,加快产业升级,提升我国对外工程承包行业的整体竞争力。     

Evaluating Cross-Cultural Advertising

Advertising is now considered to be a key part of international trade and essential to the global interchange of goods and services. This paper examines the parameters of international advertising, its impact across world markets and its effect on con- sumer behavior. Currently, there is controversy concerning the benefits of using globalization over localization as an advertising strategy in reaching the consumer. For the multinational f i i making this choice, con- -------- sideration must focus on a number of different factors, including criterion5 of recognition, reach, reaction, size and expenditure. By analyzing the role advertising plays in given societies, international advertising spending, government regulations and the intended use of text and messages, each of these aspects is touched upon as it relates to this framework of decision-making. Overall, as the US market becomes more saturated, firms may be forced to target markets overseas, be it through the globalization and localization routes. Furthermore, successful entry into these markets requires both a clear understanding of the culture, where the devel- opment of advertising differs'in each country, as well as comprehen- sion of its laws and restrictions, an area which places greater limita- tions on advertising practices.     

From four hundred million to more than one billion consumers: a brief history of the foreign advertising industry in China

As an industry and a form of mass communication, modern advertising was introduced in China from the West at the turn of the century. The 1920s and 1930s witnessed China's first major exposure to foreign advertising and consumer culture. The 1990s may prove to be China's second encounter with global consumer culture through the medium of advertising; only this time, its experience is more massive and far-reaching. This article provides a capsule history of the development of the foreign advertising industry in China within the context of Chinese economy and media.