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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. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

The internet represents an opportunity for sellers to communicate easily with potential and existing customers across the world. To what extent are websites and e-mail used in the selling process for complex services? A sample of advertising agency affiliates found some differences in the frequency of e-mail and website use for different selling tasks. In addition agencies in high-income regions used website communication more frequently than those in low-income regions, but no significant differences were discerned in e-mail use between the two groups. [ABSTRACT FROM PUBLISHER]

The increasing occurence of client turnover and agency switching among client/agency relationships is of concern to advertising agencies throughout the world. It is proposed that small firms could provide a substantial alternative client base for agencies in order to dampen the impact of uncertainty. This study investigates the perceptions held by owner/managers of small firms toward agencies within New Zealand. We identified two groups of respondents-those who perceived agency contribution to store performance as high and those who perceived it to be low. Significant differences were found between the two group's response ratings on advertising agency services, agency attributes and selection criteria. We conclude by discussing the managerial implications of this study and provide directions for future research in this area. [ABSTRACT FROM PUBLISHER]

Based upon his faculty-residence experience at a global advertising agency, and his interviews with the managerial staff of the agency, the author identifies and discusses five major managerial challenges of global advertising agencies, namely cultural diversity, media and audience fragmentation, integration of marketing tools, expatriation of managerial staff, and relationship marketing. The solutions of the managerial challenges are also discussed, where appropriate. [ABSTRACT FROM PUBLISHER]