Advertising Management

Jugenheimer, Donald W.; Kelley, Larry D.; Monroe, Fogarty Klein

doi:10.4324/9781315706702

Cited by 2 publications

(3 citation statements)

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“…While agencies can set up rewards to motivate employees and encourage creativity (Koslow et al, 2003), it may also constrain employees’ ability to produce creative ideas by instilling thinking patterns (Sasser & Koslow, 2008). Organizational culture may affect employees’ way of thinking and acting as well (Jugenheimer & Kelley, 2009), as many agencies have their own creative codes (Stuhlfaut, 2011). Position can also make a difference.…”

Section: Literature Reviewmentioning

confidence: 99%

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Chen¹,

Wang

Liang³

2019

Global Media and China

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A qualitative study was conducted to examine Chinese advertising practitioners' perception and interpretation of advertising creativity and strategy in the digital age. Twenty three face-toface in-depth interviews were conducted to collect data. Findings revealed Chinese advertising practitioners' definitions of creativity and strategy, perceived criteria of creativity and strategy, perceptions of strategy typology, and how creative person, process, and press shape their perceptions of creativity. Theoretical and practical implications were offered.

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Section: Literature Reviewmentioning

confidence: 99%

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Chen¹,

Wang

Liang³

2019

Global Media and China

View full text Add to dashboard Cite

show abstract

“…the prediction of the reaction of competitors (Batra et al, 2009;Jacobi et al, 2015). Advertising management requires an understanding of the entire marketing process (Arens & Bovée, 1994;Jugenheimer et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Advertising management comes into contact with the media, media planning or scheduling (Long & Wall, 2014;Jugenheimer et al, 2014) and also includes the concept of media planning, as advertising eff ectiveness depends on media space selection, planning of airing ads, advertising scheduling and timing (Arens and Bovee, 1994;Batra et al, 2009). Advertising management focuses primarily on deciding how to use particular media to eff ectively deliver the advertising message to recipients (Katz, 2017).…”

Section: Introductionmentioning

confidence: 99%

Managerial Planning: How Scheduling Influences Tv Advertising Effectiveness

2019

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The purpose of this research is to analyse the scheduling factors and their influence on TV advertising effectiveness. We deployed a quantitative approach based on a complete data set of advertisements aired on Czech TV in 2016 and 2017 for constructing a regression model. In contrast to several previous studies, our findings indicate that most analysed variables have only a negligible influence (length of spot, length of break, number of spots, position in break, category, day of the week, week, year, and interaction of week and year) on TV advertising exposure, while only the type of programme, daypart and TV channel show a relevant impact on advertising exposure.

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Advertising Management

Cited by 2 publications

References 0 publications

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Managerial Planning: How Scheduling Influences Tv Advertising Effectiveness

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