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Editorial: Agencies must shape up to preserve 'advertising'.(Editorial)(Brief article)
Another year, another call to agencies to either adapt or die. This time, though, the warning comes not from a headline-chasing marketing director or a parsimonious procurement specialist, but the industry's own trade body.
What makes the IPA's newly published report compelling is that it pulls together a wealth of information to provide a helicopter view of the threats and challenges.
The problem the IPA faces is that many of its member agencies are trapped in organisational structures dating back more than a century. The reinvention initiatives taking place at one-time agency powerhouses such as JWT and Ogilvy show how hard and painful it can be to establish more relevant configurations and change mindsets.
The ideal solution would be to tear up the blueprint and start over. Ideal but impractical. The business cannot reconfigure overnight. But reconfigure it must if it is to continue engaging with consumers who are marketing ...
- Advertising's Double Helix: A Proposed New Process Model.(Brief Article)
- Magazine article from: Journal of Advertising Research HUEY, BILL May 1, 1999 700+ words
Most process models of how advertising works are linear and posit that receivers of advertising messages move through several hierarchical...for the nonlinear, dynamic nature of the advertising process. Existing models assume a constant...
- Does advertising really work? Don't ask the accounting department.(Brief...
- Magazine article from: Food Processing Stanton, John L. July 1, 2002 700+ words
...am most often asked is, "Does advertising really work?" My answer is usually...The article questioned whether advertising really "causes" sales and asked the age-old question about advertising as entertainment rather than selling...
- ADVERTISING AGENCIES.(Brief Article)
- Magazine article from: Puget Sound Business Journal Holbrook, Cheryl April 7, 2000 700+ words
ADVERTISING AGENCIES The largest in the Puget Sound...www.copacino.com 18 Hadley Green Advertising [*] $2.5 14 1200 Post Alley Seattle...Services and specialties 1 Full-service advertising agency specializing in both online and...
- Power of outdoor advertising.(Brief Article)
- Newspaper article from: New Straits Times April 2, 2001 700+ words
...phenomenal evening for the Malaysian advertising industry when international award...minutes on the power and magic of outdoor advertising. Using creative and fun examples from...articulated his perspectives about an advertising medium which is now being hailed as...
- Online advertising slump predicted.(Brief Article)
- Magazine article from: Telecommunications (International Edition) Secker, Matthew February 1, 2001 700+ words
...Europe has warned that European online advertising revenue will rise by only 20 per cent...many internet portals and ISPs because advertising is supposed to be a key money-spinning...that it expects the European online advertising market to reach only [epsilon]645...
- THE IRRESISTIBILITY OF WEB ADVERTISING.(Brief Article)
- Magazine article from: WWD Lockwood, Lisa February 4, 2000 700+ words
NEW YORK -- "Internet advertising is at a kinescopic level now...compared the current state of Internet advertising to the early days of TV, was among...entitled, "Untangling the Web: Advertising on the Internet." Besides Chiat...
- Advertising. (The Last Word).(quotations on advertising's effectiveness)(Brief...
- Magazine article from: Journal of Business Strategy July 1, 2002 700+ words
Advertising--is it a boon or a blight? While...consider what others had to say. Advertising nourishes the consuming power of men...knowledge of higher standards by means of advertising. --Franklin D. Roosevelt Many a...
- Better advertising gives high-techs an added edge.(Brief Article)
- Magazine article from: Fairfield County Business Journal HUGHES, PAUL December 4, 2000 700+ words
...And that's where the role of brand advertising can shine, creating positive perceptions...wish I could tell you that the brand advertising I see from high-tech companies measures...of fact, most of the high-tech. advertising I see is pretty bad. Words like boring...
- Beverage Advertising Varies By Product Type And Focus.(Brief...
- Magazine article from: The Food Institute Report July 24, 2000 700+ words
...June and July, is the most important advertising time for soft drinks, juices and bottled...manufacturers, of which 74% use an advertising agency, currently spend 8% of their revenue on advertising and one-in-three plan on increasing...
- Advertising, my mirror.(influence on beauty ideal)(Brief Article)(Interview)
- Magazine article from: UNESCO Courier GUTTMAN, CYNTHIA July 1, 2001 700+ words
...Blachas, a seasoned observer of world advertising and publisher of the French magazine...ethnic groups demanded their place in advertising. The result is that today, a wide...held up to us. To what extent does advertising create people's image of the human...
