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.     

Stereotypical or just typical: how do US practitioners view the role and function of gender stereotypes in advertisements?

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.     

Using a Qualitative Approach to Gain Insights into the Business Ethics Experiences of Australian Managers in China

This study investigated the business ethics experiences of Australian managers in China, using qualitative methodology to identify themes. Thirty-one Australian managers who had spent on average 8.7 years working in business connected to China participated in in-depth interviews regarding their business ethics experiences in China. Commonly, managers identified issues relating to a broad spectrum which could be labelled "bribery and facilitation". Other repeated themes included requests for visa assistance, employee theft, nepotism and non-adherence to contractual obligations. This study has important implications for helping Australian managers improve the way they approach potential ethical situations in China. Four key coping strategies can be identified from the data: managers spoke of not compromising their own morals, of attempting to understand the motivation of Chinese colleagues, of talking to others and of adhering to company policy. These strategies suggest practical steps may be taken by organisations when training managers for business activities in China. In particular, structuring of mentoring relationships between experienced and less experienced practitioners may be of assistance. Cultural training for managers and clear company policy on contentious issues such as bribery may also be of benefit. The themes identified in the study also have implications for academics researching expatriate business peoples' experiences in China.     

Advertising agency operating efficiency

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.     

Towards effective advertising self‐regulation in Australia: the seven components

Despite claims of social and economic benefits, advertising has always had its critics. However, when dealing with unacceptable advertising, advertisers in developed countries usually choose a self‐regulatory approach in order to stave off government intervention. The recent breakdown of one of the world's longest established advertising self‐regulatory programmes in Australia has reopened the 20‐year‐old debate concerned with enhancing understanding of such regulatory systems. This article presents a framework for assisting in improving the effectiveness of advertising self‐regulation that is informed by both the literature and the key findings of an Australian study. The study used a mixed approach to data collection, including in‐depth interviews with regulators, advertisers and public participants and historical analysis of more than 10 000 complaints over a period of 10 years. From this research three key concepts are developed for assisting industry and regulators concerned with regulating advertising in eliminating undesirable features of such systems in the future. The empirical work succeeds in making both a practical and theoretical contribution to advertising self‐regulation specifically and industry regulation in general.     

广告创意产业的差异化竞争策略

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。     

Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

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.     

The fashion engagement grid: understanding men's responses to fashion advertising

This study examines how men who are interested in fashion interpret fashion advertisements. Data are garnered from interviews with adult men who regularly read fashion magazines and buy fashion clothing. Findings reveal that men process fashion advertisements through the same five modes as women. The current study also demonstrates that men's responses to fashion advertisements can be categorized through the Fashion Engagement Grid which examines men's characterizations of and motivations for fashion behavior. This study expands theoretical understandings of gender in advertising research and recommends advertising elements to attract male consumers.     

Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement

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.     

The myth of big data: Chinese advertising practitioners’ perspective

A qualitative study was conducted to explore Chinese advertising practitioners’ perceptions and interpretations of big data in the Chinese market. Twenty-two in-depth interviews were conducted to collect the data. Four overarching themes emerged regarding the interviewees’ perception of the Chinese advertising market, the definition of big data, the application of big data and the future development of big data. Based on the themes, a theoretical framework was developed to demonstrate big data's application and development in the Chinese market. Theoretical and practical implications were offered.     

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.     

Performance of China’s advertising agencies: a time series cross-sectional analysis

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.     

Getting Through the Prospect's Door with Tele/Mail

No abstract available for this article.