Applying Principles of Management Innovation in Advertising Agencies

With the advertising industry and practice changing significantly in the last decade, it is likely that the existing management practices in advertising agencies also need some transformation. Through exploring management innovation principles and practices, novel practices might be applied by advertising agencies to exploit changes in their environment and enhance organizational performance. This paper explores the application and framework for novel management practices in an advertising agency. A proposed model is based on the principles of management innovation and the activities needed to drive management innovation. The topic is relevant for advertising agencies to understand better management innovation possibilities and enhancement it could create for them to compete in new markets and stay ahead of new competition. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Advertising Agency: the Specific Features of Working in a Competitive Digital Environment

The article is devoted to changes in the advertising market in the field of relationships between its main subjects. The author systematizes the problems that have intensified in connection with sanctions, restrictions and the global crisis caused by the global course of the pandemic 2020–2021. The research focuses on the advertising agency, its new role and functionality. Particular attention is paid to the agency’s work in the most dynamic segment of the advertising market – digital, and new tools, formats and technologies used in agency work. The study reveals a set of problems that arise in the digital environment and are associated, on the one hand, with man-made causes and features of information technologies 3.0, which are not so easy to adapt to solve marketing problems, and on the other hand, with the problems of communication management and updated agency functionality. Such a characteristic feature as transparency, which initially, at the dawn of the digital communication era, was a serious competitive advantage compared to classic advertising media, has now almost disappeared. This limits the possibilities for cooperation between advertisers, advertising distributors, and advertising producers. The movement towards transparency should be supported both at the macro-level of the industry and at the micro-scale of the individual agency, in order to help the agency business maintain its key role in the advertiser’s business and not push it to directly cooperate with advertising carriers, which will lead to a loss of content quality and media placement. In digital communications, the differentiation between the tasks of consistently strengthening the brand value and the tactics of quick advertising for immediate purchase is very serious, since these tasks are solved by completely different – not overlapping-tools. The authors consider integrated marketing in the digital environment as the implementation of the agency’s functions of planning, selecting promotion channels in accordance with the tasks set, budgeting, monitoring efficiency and building work with the subjects of the communication market.

Create-ing Business: Understanding Professional Tension in an Advertising Agency

<p>The purpose of this research is to concentrate on aspects of organisation culture in an advertising agency and how they help us in understanding professional tensions and conflicts. To do so I have looked within advertising agencies and endeavoured to understand their organisational dynamics. Advertising business is known for stress and tension (Kover and Goldberg, 1995). From the tension of 'pitching' Is a key step in winning a client account, here several agencies are invited to respond in person to the advertise brief. This is an important stage to demonstrate potential and add value to the product or client. Based on aesthetic values the client the makes a judgement to pass the responsibility to pass the responsibility to develop an advertisement for the product for a client to the development of an advert, the agency goes through a variety of stages where conflict, stress, internal politics and tension influence the outcome. One such tension which this research attempts to understand is the ongoing professional tussle between the creative division of an advertising agency and management. This tension between the two bodies has been studied by advertising research however these studies have only attempted to describe the conflicts that exist as well as suggest what the advertising industry can do in an attempt to tackle these scenarios. Alternatively this research applies concepts of Organisational Behaviour (OB) such as culture and identity to grasp the reasons behind this professional tension. It also recognises a strong link between identity and culture. Therefore the research challenges the common view of organisational culture, that is, it portrays culture as a form of normative control unlike the conventional notion of culture as the means of unison and conformity without resistance within an organisation. This approach will examine what role culture plays in the professional lives of an advertising agency. To analyse the role of culture as a form of control I developed a methodology that targets multiple facets of organisational culture. This research is based on a case study of an Aotearoa, New Zealand based advertising agency (pseudonym Organisation B). It involved the use of various research approaches including story or narrative analysis and rich pictures to capture the core assumptions, values and beliefs that sometimes surfaced as resistance within this agency. As a result of completing this case study I achieved some understanding of reasons that may trigger tension within an agency. I learnt of the normative and bureaucratic forms of controls used within this contemporary organisation and the rationale behind their development which I have referred to as the overarching story of Organisation B. This research also provides a new dimension to advertising research by focusing on the role of organisational culture and identity in fostering professional conflicts within an agency. This research has emphasized the role of organisational culture as a control mechanism for those in management positions. In this particular agency this is achieved via the development of a 'laid back' and 'casual' culture which is carefully designed by the owners of the business thus providing them an opportunity to curtail any resistance originating within the culture. Nevertheless, members of this agency continue to channel their resistance by striving towards the ideal creative identity. The implications of the findings to the larger advertising industry suggest that: i) Growing advertising agencies need to consider fractional views embedded in their organisational structures and realise that cultural change does not happen in isolation. ii) The research also proposes that having a strong culture is not synonymous to success and unity among a workforce. iii) There is a need to maintain a balance between creativity and strategic planning, as they are both crucial in an advertising industry.</p>

Create-ing Business: Understanding Professional Tension in an Advertising Agency

<p>The purpose of this research is to concentrate on aspects of organisation culture in an advertising agency and how they help us in understanding professional tensions and conflicts. To do so I have looked within advertising agencies and endeavoured to understand their organisational dynamics. Advertising business is known for stress and tension (Kover and Goldberg, 1995). From the tension of 'pitching' Is a key step in winning a client account, here several agencies are invited to respond in person to the advertise brief. This is an important stage to demonstrate potential and add value to the product or client. Based on aesthetic values the client the makes a judgement to pass the responsibility to pass the responsibility to develop an advertisement for the product for a client to the development of an advert, the agency goes through a variety of stages where conflict, stress, internal politics and tension influence the outcome. One such tension which this research attempts to understand is the ongoing professional tussle between the creative division of an advertising agency and management. This tension between the two bodies has been studied by advertising research however these studies have only attempted to describe the conflicts that exist as well as suggest what the advertising industry can do in an attempt to tackle these scenarios. Alternatively this research applies concepts of Organisational Behaviour (OB) such as culture and identity to grasp the reasons behind this professional tension. It also recognises a strong link between identity and culture. Therefore the research challenges the common view of organisational culture, that is, it portrays culture as a form of normative control unlike the conventional notion of culture as the means of unison and conformity without resistance within an organisation. This approach will examine what role culture plays in the professional lives of an advertising agency. To analyse the role of culture as a form of control I developed a methodology that targets multiple facets of organisational culture. This research is based on a case study of an Aotearoa, New Zealand based advertising agency (pseudonym Organisation B). It involved the use of various research approaches including story or narrative analysis and rich pictures to capture the core assumptions, values and beliefs that sometimes surfaced as resistance within this agency. As a result of completing this case study I achieved some understanding of reasons that may trigger tension within an agency. I learnt of the normative and bureaucratic forms of controls used within this contemporary organisation and the rationale behind their development which I have referred to as the overarching story of Organisation B. This research also provides a new dimension to advertising research by focusing on the role of organisational culture and identity in fostering professional conflicts within an agency. This research has emphasized the role of organisational culture as a control mechanism for those in management positions. In this particular agency this is achieved via the development of a 'laid back' and 'casual' culture which is carefully designed by the owners of the business thus providing them an opportunity to curtail any resistance originating within the culture. Nevertheless, members of this agency continue to channel their resistance by striving towards the ideal creative identity. The implications of the findings to the larger advertising industry suggest that: i) Growing advertising agencies need to consider fractional views embedded in their organisational structures and realise that cultural change does not happen in isolation. ii) The research also proposes that having a strong culture is not synonymous to success and unity among a workforce. iii) There is a need to maintain a balance between creativity and strategic planning, as they are both crucial in an advertising industry.</p>

Legal regulation of advertising agencies in the context of intellectual property law

Keywords: advertising, legal regulation, subjects of advertising activity, consumerrights, advertising legislation, hidden advertising, comparative advertising The main prerequisite for the rationalization of advertisingactivities in all its scale is the methodological and planned preparation of advertisingmessages and their correct use at all stages of the advertising process. Advertisingagencies play an important role in being qualified coordinators between trade(distribution) and marketing, for the benefit of consumers.The specificity of legal relations arising in connection with the creation and distributionof advertising is associated with the fact that their subjects on the part ofadvertising producers are mainly professional business entities, which concludeagreements on the creation of advertising with their customers. Relationships betweenadvertising creators and advertising agencies are mainly built based onorder agreements for the creation and use of objects of intellectual property rightsor labour contracts. In this case, the author retains non-property intellectual propertyrights, while property rights in most cases pass to the advertising agency oradvertising customer.So, the author retains non-property rights, and, unfortunately, they, as a rule, areunimplemented properly in relations arising from the creation and distribution of advertising.Undoubtedly, we are talking about the right to a name. As a rule, advertisementsdon’t include their creators' name, regardless of how they are distributed.However, this doesn’t mean that the rights of the advertising author. or the rights ofthe advertisement constituent elements author may be violated. The legislation notesthe possibility not to indicate the name of the author with his consent or at his request.According to Law of Ukraine “Copyright and Related Rights”, the author has apersonal non-property right to demand recognition of his authorship by properly indicatingthe author's name on the work and its copies of any public use of the work, certainly,if it’s possible. However, the purpose of advertising is to disseminate informationabout a product or service and not about its author. For the practical aspect ofthis situation, it’s usually indicated that the producer is an advertising agency, notthe individual authors of the content.

A Visual Analysis of Advertisements in Feminism: Logics and Illogicality

This article discusses about the logics and illogicality in advertisements, most of the retailers are comfortable in manufacturing but they find it difficult to sell it in the market. In this juncture, advertisement comes with logics and illogicality just to grab attention of the consumers. Almost, in all field female models are being used for advertising to set a strong image in the market amidst the huge competition among the products. This paper comprises of three feminine advertisements under the category soft drink beverage, washing detergent and chocolate respectively. Women are mostly chosen by advertising agency to convey strong message or seek attraction from the consumers. This article unfolds the logics and illogicality on gender advertising particularly feminism and advertising together.

EXECUTIVE OPINIONS ON GRAPHIC DESIGNER COMPETENCIES

Graphic design is a discipline that is constantly growing, developing and expanding the demand rate in the market in parallel with developments in technological fields. This growth and rapid development in the sector also brings some problems in terms of design. Working in the sector, agency managers and graphic designer experienced many problems with the demands of advertisers is known. It is observed that in some cases these problems are evaluated concurrently proficiency. In this study, ad agency executives, vocational schools graduate from graphic design programs designers, compilation of views on their professional competences and it is intended to be analyzed. This research is a descriptive study in general scanning model. A survey of 15 questions developed by researchers was applied to the managers of 58 advertising agencies serving in advertising in Ankara province, and the results were reached as a result of those given manually at the end of the survey. From the findings, administrators of the vocational school graduated from Graphic Design Department of the advertising agency, and are finding indicates that inadequate in many ways from a professional perspective. This research is relevant for educational institutions to analyze the demands of the sector, to make suggestions for new programs that can produce solutions to problems is important Keywords: Graphic design, vocational schools, advertising agencies, professional qualification

Advertising photography during the 1930s: Victor Keppler's strike cigarette campaign

The Great Depression was a decade in the United States which was characterized by high unemployment, budget cuts and low income. Citizens, especially the working class did not have the financial resources to purchase the same amount of goods previous to this economic crisis. The advertising business took this opportunity to sell products to the masses, during a time when purchasing luxury goods were not a priority or even a possibility. This created many changes in how advertisements were produced and how they looked. Using Victor Keppler as an example, this thesis will describe how the advertising agency Lord & Thomas used colour photography for their Lucky Strike cigarette advertisement campaign, the Witnessed Statement Series. It will describe how the colour carbro print became the mass reproduced advertisement found in magazines and newspapers. The thesis will describe this process and the people who were involved in creating the final print advertisement.