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Volney B. Palmer, the father of the American advertising agency, introduced the idea of systematic advertising in the 1840s, beginning a new chapter of the newspaper advertising business. This study compared advertising content and form in two newspapers in the 1840s, one with Palmer as an ad agent and one without, to explore the impact of advertising agencies on newspaper advertising in ad agencies' early days. This study content analyzed 827 advertisements from twelve issues of two newspapers in 1840, 1845, and 1849 and documented the differences in advertising amount, product categories, advertiser types, locations, and designs over time and between the two newspapers. While the results show significant changes in advertising amount and advertiser types, limited evidence was found to support the ad agency's impact on growing advertisement size, expanding outreach to regional and national markets, and adopting more illustrations in design. The findings call into question generalizations made in the advertising history literature. [ABSTRACT FROM AUTHOR]

The digital revolution has driven a profound transformation in the media landscape and has shaken advertising media planning to its roots. In this context, this paper makes three contributions. First, by analysing investment data, it confirms the importance that advertising media planning maintains in the digital age. Secondly, it details the most important changes that digitalization and the proliferation of media have produced in advertising and, specifically, in media planning. Finally, it argues the necessary integration of strategy, creativity and media planning in the process of creating and executing an advertising campaign. From this premise, it redefines the profile of the media planner and determines the technical and transversal skills it requires. [ABSTRACT FROM AUTHOR]

The primary aim of this research is to examine the impact of Capital Structure, Profitability, and the Implementation of Good Corporate Governance on Earnings Quality and then examine the impact on Company Value amid the Covid-19 pandemic. The following research will include comparative studies on companies in Indonesia and Malaysia. This research uses quantitative methods with a causality approach. Purposive sampling is a research methodology used in sampling techniques. This research was conducted on companies listed on the Indonesia Stock Exchange and the Malaysia Stock Exchange during the period 2019 to 2021. The findings of this research reveal that there are differences between Indonesia and Malaysia. The findings of a study conducted in Indonesia show that factors such as capital structure, profitability and corporate governance have a significant influence on earnings quality. However, the findings of a study conducted in Malaysia show that only profitability has an influence on earnings quality. The findings of this research also indicate that companies located in Indonesia and Malaysia in terms of the influence of capital structure and corporate governance on earnings quality have no impact on company valuation. The influence of profitability on earnings quality in Malaysia has an impact on company value. [ABSTRACT FROM AUTHOR]

Brainstorming is a broadly used approach across various fields, including the creative industry, to facilitate the process of ideation. As technology advances, video conference is often used to facilitate virtual brainstorming, particularly in the creative field of advertising agencies. The media compensation theory (Hantula et al., 2011) was used as a tool to investigate the use of media in the brainstorming process in order to examine how video conferencing facilitates brainstorming activities within the production division of advertising agencies. Data was collected via interview and direct observation during the brainstorming process. The findings suggest that video conference facilitates the brainstorming process by two main categories of utilization: technological utilization and communicative utilization. Moreover, it was discovered that videoconferencing is not able to facilitate brainstorming for a long period of time as it causes fatigue for team members and cannot fully replace face-to-face communication in the brainstorming process. This study supports the adaptation aspect of media compensation theory within the context of brainstorming in advertising agencies. [ABSTRACT FROM AUTHOR]

Online platforms, such as App Store and Kindle, are facing a common dilemma: while the implementation of technology-based protection impedes piracy and hence boosts demand from legal users (positive effect), the resulting restriction meanwhile imposes some level of disutility on the same due to inconvenience (negative effect). This paper investigates a monopolistic platform's optimal protection level and pricing strategy under an agency business model (content agency model or advertising agency model). We find that the platform's protection strategy hinges on the relative magnitude of the two opposing effects of protection. When the negative effect dominates, the minimal protection is optimal. However, as the positive effect becomes more salient, the platform has an incentive to increase the protection level. We also find that although the demand of non-pure platform users always increases as the level of content substitutability rises under the minimal and maximal protection regions, it is not necessarily the case under the medium protection region. The study advances our understanding of the content protection against piracy from a platform's perspective. Our findings also provide insights into business model decision when platform protection is endogenously determined. [ABSTRACT FROM AUTHOR]

The increased emphasis on targeting audiences via digital and social media channels necessitates the updating of traditional advertising curriculum. Academic courses specializing in social media strategy, analytics, and campaigns are vital to the advertising educational landscape as we strive to best prepare students for future employment. Phase 1 of this research draws upon key insights associated with a random sample of enrolled student surveys from a Social Media course taught from spring 2011 to fall 2019 (n = 230). Phase 2 added 12 in-depth interviews with alumni of the course and current U.S. advertising professionals who identify social media as a core function of client business. Implications for how to best prepare future advertising students for a career in social media via advertising curricula are provided. [ABSTRACT FROM AUTHOR]

Advertising and Public Relations agencies are firms designed to help advertisers grow their brands and services, the process of achieving this starts with creative brief from the client to the creative agencies. The essence of this article is to help give insight into how advertising and Public relations agencies functions and are managed but more importantly how they deploy creative efforts in building client products and services. Although both Advertising and Public Relations agencies has been in existence since Nigeria independence in 1960, the professions and practice has evolved over the years, faster than the industry envisaged most especially with the modern communication tools deployment to achieve better and faster result in the industry. With the unbundling of Mass Communication programme by the National Universities Commission which favoured Advertising and Public Relations to stand as full disciplines and departments, will further help examine how these two disciplines help build strong and enduring brands. This study also examined the requirements for establishing the Public Relations and Advertising studio PRAD for Mass Communication department of a University. The importance of creative brief to advertising and public relations agencies from clients is very vital and critical in marketing communication industry, because this brief is the only document from advertisers that help creative agency develop marketing communication strategy. [ABSTRACT FROM AUTHOR]

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The article is aimed at highlighting major changes in advertising and marketing at the international level as a result of the coronavirus pandemic and the resulted global economic crisis. When carrying out a detailed analysis of scientific articles, the main trends were identified, according to which the modern advertising industry in the world will continue to change, and a vision of possible ways to further develop the situation in the context of the international crisis in the economy has been formed. The key indicators of the economic crisis have been defined and their impact on the decisions of advertising agencies on the choice of means, channels and content of advertising campaigns is highlighted. A new direction has been formed in which advertising agencies implement and promote their own campaigns. The relevance of on-line advertising during the lockdown period is substantiated, namely, advertising on social networks, video resources and streaming platforms; advertising embedded in online games, etc. Benefits of broadcasting advertising through on-line channels compared to traditional advertising methods are allocated and substantiated. Prospect of this direction of research is to determine the most effective methods and topics of on-line advertising in order to reach a new audience and increase the customer base of advertising agencies. For in today’s world information technology occupies the position of the most actual way to move business forward in any sphere, a significant share of investments are made in new ad formats, payment models and technology solutions that meet or surpass global industry standards. Further development of the sphere of digital advertising can lead to even more displacement of the off-line methods of advertising from the market: because the end consumers no longer use a PC in order to go on-line, but more often browse the Internet resources from their portable devices.

Copyright of Comunicação Pública is the property of Escola Superior de Comunicacao Social and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The advertising industry is currently undergoing a transformation as a result of new media channels and technological innovations. This change has also brought a change in how advertising professionals look at the way the advertising is done and also at the requisite structural changes in the advertising agency. This study focuses on challenges faced by these professionals and how they are getting ready for future technology. The research has been conducted to analyze the opinions of advertising professionals through a qualitative approach primarily in India. The findings illustrate the transformation happening in the Indian advertising industry due to influence of rapidly changing technological environment. [ABSTRACT FROM AUTHOR]

Although the advertising industry seemingly welcomes women globally, strong horizontal segregation resulting in the feminization of specific departments exists alongside glass ceiling and sticky floor issues. Thus, it is essential to explore how women negotiate their existence through gendered work experiences in organizations. This paper focuses on how women managers experience gender roles in advertising agencies in a developing country. As a developing country integrated into global capitalism, Turkey's advertising industry is mainly made up of international network advertising agencies. Tracing women's growing place in advertising is important for presenting a model for gender equality and women's rights in developing countries. Through an interpretive phenomenological analysis of interviews with 15 women managers with more than 15 years of advertising agency experience, the study finds that women who are in managerial positions in ad agencies tend to define themselves as a manager rather than a woman. In order to become ideal workers, they embrace the hegemonic masculinity and ambivalent sexism within the heteronormative matrix as they learn to perform unfemininity. They choose not to contest gender meanings and categories that function as disempowering and marginalizing elements for women. [ABSTRACT FROM AUTHOR]

An important issue of increasing the efficiency of enterprise structures on the modern market o fadvertising services is the management of transaction costs. This article discusses the main types of transaction costs arising at the functioning of the domestic advertising agencies (the costs of searching for information, the costs of negotiating and concluding contracts, the costs of measuring, the costs of specification and protection of property rights, the costs of opportunistic conduct), and also the recommendations on the regulation and optimization of the listed types of costs are made.

Advertising message is the indispensable means of achieving linkage between producers and distributors on the one hand and consumers on the other. However, in order to fulfill its role, the advertising message is supposed to express truth and honesty about the characteristics of the advertised commodity or service. If the advertising message deviates from this principle, it falls under the framework of misleading and deception. and if it causes harm to whom it is addressed (whether contractor or not), the victim can claim compensation, either from the advertiser who provided the false information contained in the advertising message, or from the advertising agency that designed the message and deliberately included false and dishonest information. Based on that, and according to the comparative analytical method, we divided this research to three sections. The first one sheds light on the nature of the harmful advertising message and the parties responsible for its publication, and in the second one we talked about the civil liability of the advertising agency for the harmful advertising message. In the third section, we addressed the civil liability of the professional advertiser for the advertising harmful message.

Advertising message is the indispensable means of achieving linkage between producers and distributors on the one hand and consumers on the other. However, in order to fulfill its role, the advertising message is supposed to express truth and honesty about the characteristics of the advertised commodity or service. If the advertising message deviates from this principle, it falls under the framework of misleading and deception. and if it causes harm to whom it is addressed (whether contractor or not), the victim can claim compensation, either from the advertiser who provided the false information contained in the advertising message, or from the advertising agency that designed the message and deliberately included false and dishonest information. Based on that, and according to the comparative analytical method, we divided this research to three sections. The first one sheds light on the nature of the harmful advertising message and the parties responsible for its publication, and in the second one we talked about the civil liability of the advertising agency for the harmful advertising message. In the third section, we addressed the civil liability of the professional advertiser for the advertising harmful message.

Copyright of Black Sea / Karadeniz is the property of Black Sea / Karadeniz and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The market is constantly changing and companies need to adapt through their dynamic capabilities to keep up with it. Dynamic capacity is directly related to absorption capacity and innovation capacity. In this context, this study aimed to identify attitudes related to dynamic capacity, as well as the capacity for absorption and innovation in three advertising agencies in Guarapuava - PR. For this, the qualitative research approach was used, through the case study strategy, with the use of semi-structured individual interviews. As a data analysis technique, content analysis was chosen. Among the main results, this study demonstrated that the agencies have different levels of dynamic capabilities. At agency A, a high degree of dynamic capacity was found due to the identification of a market niche that is still little explored by the others. Agency B, on the other hand, showed more evidence of absorption capacity, due to the fact that it frequently trains employees and works in a network of branches that allows the exchange of knowledge. Finally, agency C showed evidence of absorption capacity for conducting lectures in order to generate more knowledge for the team. [ABSTRACT FROM AUTHOR]

Copyright of Questiones Publicitarias is the property of Universitat Autonoma de Barcelona and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)