This study presents a descriptive account and an analysis of the development and practices of marketing communications in Thailand between 1987 to 1991, the period of the Sixth National Economic and Social Development Plan. By using a theoretical approach which combines features of both the &quotedeterminist&quote views of the relation between marketing and economic development (Joy and Ross, 1989), and the cultural dependency models (Reeves, 1993), the study takes a contextual and qualitative cultural approach to understanding Thai marketing communications practices. The development of Thai marketing communications between 1987 to 1991 was marked by the rapid growth of the influence of transnational advertising agencies (TNAAs) in Thailand, together with some substantial, but constrained, development of local advertising agencies and other ancillary marketing communications services. Advertising expenditure for the whole industry increased by some 200 per cent in the period, whereas some 38 new agencies were established as well, of which 34 were locally owned. The relative lack of capital of local agencies and professionals, however, together with the dominant influence of TNAAs on local marketing communications practices, meant that the growth of the marketing communications industry took place within the parameters determined by the TNAAs. This theme of the interplay between the local and the global development of marketing communications in Thailand is examined at different levels. The first chapter analyzes aspects of the national economy with reference to the effect of the National Economic and Social Development Plans and features of Thai culture and society which were the framework of the marketing communications. The second chapter then considers relevant Western and Thai literature to review earlier and current theories about the relationship between marketing communications and national development. The bulk of the analysis is then made in Chapters Four to Six. Chapter Four analyzes the Thai communication infrastructure and reviews the growth of transnational media advertising within the context of mass communications, public communications and communication for specific purposes. Mixed evidence emerges here of both an improvement in parts of the mass media, and continuing deficiencies in the telecommunication infrastructure. Chapters Five and Six then analyze the development and changes in Thai marketing communications in the period and the impact of globalization respectively. This is done through a qualitative content analysis of two monthly business magazines, Khoo Kaeng and Phoo Jad Karn, and two business newspapers, Thansetthakit and Prachachart Thurakit. The analysis here shows the dominance of a &quoteMadison Avenue&quote style of marketing communications among TNAAs, as well as growing use of sales promotion, public relations, and direct marketing by local marketers. It is concluded that the industry practices of Thai marketing communications were mainly shaped by the actions of the TNAAs operating within the policy framework set by the Thai government.

This thesis sought to test the null hypothesis that stated: There is no difference in the perceptions of public opinion research firm specialists toward their client relationships with public relations practitioners as compared to practitioners in marketing and advertising.A mail survey was sent to 129 opinion firm member organizations of the Council of American Survey Research Organizations. A total of seventy-one responses were returned representing 54.3 percent of the population. Of the returned surveys, twenty-one respondents, or 29.5 percent, had conducted research for public relations, marketing, and advertising practitioners within the last year and were able to complete the questionnaire.The findings rejected the null hypothesis and indicated areas where perceptions differ. According to the surveyed researchers, their public relations practitioners fell short of marketing and advertising practitioners in understanding research methods, in possessing the necessary research skills needed to interpret statistical data, and in fully using the available services of opinion research firms.In addition, sixteen client/researcher characteristics were explored to focus on specific strengths and weaknesses, as seen by researchers, in relationships with public relations, marketing, and advertising clients. These characteristics explorations were used to create an ideal client/researcher relationship profile for comparison. This clearly found distinct differences in opinion researchers’ working relationships with each practitioner. To begin, while public opinion researchers thought understanding long-term project goals was the most important characteristic in an ideal client/researcher relationship, it was one of the least practiced characteristics by public relations practitioners. Similarly, researchers thought characteristics, including decisiveness regarding decisions, clear-cut objectives, understanding a study's limitations, and support from top management were very important in relationships. These same characteristics were not regularly practiced by the surveyed researchers' public relations clients. Concurrently, among those characteristics considered to be the least important by the respondents in an ideal client/researcher relationship, public relations practitioners most regularly practiced them. These include freedom allowed the researcher to carry out a study, enjoyment between client and researcher while working together, and simple approval procedures.Advertising clients fell dramatically behind the preferred ideal relationship in only two areas according to the surveyed respondents, involving candid communications between researcher and clear-cut objectives. Marketing practitioners did not deviate far from the ideal client/ researcher relationships according to opinion researchers. Overall, marketing practitioners are the preferred client.

Thesis (M.A.)--University of Missouri-Columbia, 2007. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file as well as 10 media.jpg files. Title from title screen of research.pdf file (viewed on November 12, 2008) Includes bibliographical references.

Thesis (M. Phil.)--Hong Kong University of Science and Technology, 2004. / Includes bibliographical references (leaves 68-81). Also available in electronic version. Access restricted to campus users.

This study is designed to examine comparative advertising as a viable advertising strategy in today's competitive business environment. Frequency and use of comparisons by the selected key industries and advertising agencies are investigated. Analysis is conducted to determine similarities and differences between firms who elect or avoid comparative advertising. Based on an analysis of the findings, certain conclusions are presented. The industry leader is not likely to use comparative advertising in most industries. Firms that are fourth or smaller in market share are most likely to use comparisons. However, the smallest firms, in terms of dollar sales volume, are least likely to use comparative advertising.

Reklame-agentskappe in Suid-Afrika se hantering van posisioneringsdoelwitte en -beginsels asook oorredingsbeginsels by die formulering van 'n kreatiewe reklame­ strategie is in 'n sensus deur 'n posvraelys ondersoek. Produkposisionering behels die verbruikerspersepsie van 'n handelsmerk teenoor mededinging. Persepsie be·invloed die verbruiker se houding teenoor die handelsmerk asook aankoopbesluite. Reklame kan gebruik word om doelgerig 'n gunstige persepsie van die produk te skep. Die studie toon dat respondente die belangrikheid van produkposisionering en beeldoordrag deur reklame beset asook dat handelsmerklojaliteit normaalweg beteken dat produkposisionering suksesvol was. 'n Positiewe houding teenoor die produk berus op 'n positiewe produkbeeld, terwyl produkposisionering slegs suksesvol kan wees indien dit aan belangrike persoonlike motiewe van die verbruiker gekoppel kan word. Die handelsmerkbeeld is moeilik veranderbaar, maar word deur produkkennis bevorder. Die kreatiewe strategie behels besluite oar die oorredingsdoelwitte en boodskap­ konstruksie. Respondente gebruik byna altyd posisioneringsdoelwitte (oorredings­ doelwitte) by reklameveldtogte maar nie noodwendig as formele reklamedoelwitte nie. Die unieke verkoopsaanbod (USP) en die mededingende posisie word as belangrike kreatiewe riglyne beskou. Bevindinge toon dat boodskapkonstruksie by die doel­ gehoor aanklank moet vind deur dit aan die ontvanger se persoonlike ervaring of aan getuienisse te koppel wat, teen die agtergrond van 'n onkonvensionele maar geloofwaardige benadering, deurgaans die handelsnaam en uitmuntende kreatiwiteit beklemtoon. Emosionele sowel as feitelike inligting is, volgens reklame-agentskappe, vir die oorre­ ding van die verbruiker belangrik. Rasionele argumente moet egter deur bewyse en feitelike inligting ondersteun en met "warmte" gekombineer word. Humor en vrees word as minder belangrik vir oorreding beskou. Tekortkomings is bespeur in die evaluering van die kommunikasiesukses van reklame­ veldtogte, die monitor van veranderinge in handelsmerkpersepsies en be·invloeding van verbruikerspersepsies van die mededingers se handelsmerke. Dit word vererger deur leemtes in inligting oor die ideale handelsmerk (handelsmerkvoorkeur). Respondente onderskat dikwels verbruikers se leervermoe en persepsie van die aan­ kooprisiko. Dit belemmer die begrip van die koppeling tussen die handelsmerk­ persepsie, houding en aankoopvoornemens. Reklame-agentskappe behoort kliente meer te adviseer oor die sinergie van al die bemarkingsinstrumente by produkposisionering in plaas daarvan om uitsluitlik op die meer visuele elemente te fokus. / The handling, by South African advertising agencies, of positioning as well as persua­ sion objectives and principles in formulating creative advertising strategies was investi­ gated in a census by means of a postal survey. Product positioning entails the consumer's perception of a brand relative to competition. Perception influences the consumer's attitude towards brands and purchasing deci­ sions. Advertising can be used to create a favourable perception of the product. The study shows that the respondents understand the importance of product posi­ tioning and the transfer of image, and that brand loyalty normally reflects successful product positioning. A positive attitude towards the brand depends on a positive brand image, while product positioning can only be successful if linked to important personal consumer motives. Brand image is difficult to change, but is enhanced by product knowledge. The creative strategy comprises decisions about the persuasion objectives and message construction. Respondents nearly always use positioning objectives (persuasion objectives) in advertising campaigns but not necessarily as formal advertising objectives. The unique selling proposition (USP) and the competitive position are regarded as important creative guidelines. Findings show that message construction must be appealing to the target audience by involving the recipient's personal experience or testimonies, emphasising the brand name and displaying creative excellence against the background of an unconventional but credible approach. Emotional as well as factual information are, according to advertising agencies, important for persuading the consumer. Rational arguments must, however, be sub­ stantiated by factual information combined with "warmth". Humour and fear are regarded as minor contributors in persuasion. Shortcomings were detected in evaluating communication results of advertising cam­ paigns, monitoring of changes in brand perception and influencing the consumer's perception of competitors' brands. This is aggravated by a lack of information about the ideal brand (brand preference). Respondents frequently underestimate the consumer's learning ability and perception of purchase risks. This hampers the understanding of the link between brand percep­ tion, attitude and purchase intentions. Advertising agencies should offer more advice to clients regarding the synergy of all the marketing instruments in product positioning, instead of focusing exclusively on the more visual elements. / Business Management / DCom (Sakebesturr)

The results of this study provide support for the use of the SERVQUAL and market orientation instruments for evaluating agencies approach to service delivery issues in Taiwan. The results indicate that on two of the five dimensions of the SERVQUAL instrument in particular have the potential for identifying areas of concerns and facilitating focusing on specific concerns and developing mechanisms for addressing these concerns. These areas are responsiveness and reliability. The potential for improving the applicability and sophistication of the instrument also exists. There are clearly issues that can be addressed between the perceptions and expectations of both customers and managers for the advertising agencies. In particular, the results indicate that customers have a much bigger gap between expectations of service and the delivery of service than the managers. This research provides evidence that a service problem exists in advertising agency settings in Taiwan as well as a mechanism for identifying and measuring the extent of the problem. In addition, the consortium based advertising agencies had a different market orientation than the matrix or integrated organizations studied. Consortium based organizations are more likely to have a competitor orientation while matrix and integrated organizations are more likely to have a customer orientation. In addition, market orientation impacts attitudes and approaches to service quality.

Financial services companies need to create awareness around their value offering of intangible services in the market and use advertising campaigns to achieve this awareness and subsequent sales. The study looks at the starting point in the creation of an advertising campaign i.e. the briefing process between the financial services company and the advertising agency. In this process people from different disciplines and different environments communicate and interact with one another, providing opportunities for misunderstanding and misinterpretation. The brief is taken as the illustrative point in the interaction between the two parties and is posed as the epitome of all communication between these two. By evaluating the communication process the study looks at gaps and provides suggestions on how to best manage this interaction as concluded from insights provided by data acquired through a mixed method incorporating quantitative online surveys and qualitative one-on-one interviews with employees from both the financial services company and the advertising agency. The study furthermore looks at the briefing template as the formal document and "contract" between the financial service company and the advertising agency and proposes the structure and required content for such a brief. The potential pitfalls in each of the proposed sections of the briefing template are investigated in terms of the Service Quality Gap Model; thus leading to a recommended protocol a briefing template along with the management thereof by the financial services company which is the way forward as proposed in the study. / Mini Dissertation (MPhil)--University of Pretoria, 2016. / Communication Management / MPhil / Unrestricted

This study provides a historical understanding of the adoption, adaptation and education of account planning in Hispanic advertising agencies. At the time of this writing, minimal academic research had focused on the discipline, and even less on the discipline in Hispanic advertising agencies. According to the United States 2010 census, the Hispanic population surpassed 50 million, making in the largest minority group in the country, accounting for over 15% of the population. Hispanic advertising agencies as a group are charged with reaching this market, and within these agencies, researching, strategizing and briefing are their account planners (also called brand planners, strategic planners, creative planners and research planners). Grounded theory was employed to interview twenty-nine account planners in five states who work, or at some point worked, in a Hispanic advertising agency. The results present a thorough explanation of the adoption and adaptation of account planning in Hispanic advertising agencies, as well as an overview of what account planners who want to work in this market should study. The findings suggest that account planning in Hispanic advertising agencies has experienced innovation diffusion and big brother syndrome, involvement, improvement, and fictive digital kinship. Study limitations, future research, managerial and educational implications are presented as well. / text

Thesis (MPhil (Journalism))--University of Stellenbosch, 2010. / AFRIKAANSE OPSOMMING: Ten spyte daarvan dat die vyf tydskrifte met die hoogste sirkulasiesyfer in Suid-Afrika almal kliëntepublikasies (Engels customer publications) is, skiet advertensie-agentskappe klaarblyklik steeds dié publikasies ten gunste van verbruikerspublikasies af omdat hulle dit waarskynlik nie as geloofwaardig beskou nie. Waar talle verbruikerstydskrifte egter min of geen groei in ’n ál meer mededingende en gefragmenteerde mark toon, ervaar die top-kliëntepublikasies steeds merkwaardige groei. In die verlede is die meeste kliëntepublikasies deur die betrokke maatskappy se bemarkingsbegroting gefinansier. Vandag egter, word finansiering al meer deur adverteerders verskaf. Die vraag wat dog dikwels deur skeptiese advertensie-agentskappe gevra word, is of derdeparty-adverteerders dieselfde waarde geniet as wat die maatskappy se handelsmerk in dié publikasies doen. Hoewel Suid-Afrikaanse kliëntetydskrifte net soos hul eweknieë in die VK en VSA die grootste sirkulasiesyfers het, geniet hulle egter nie dieselfde advertensie-ondersteuning as in dié lande nie. Dit is ’n interessante verskynsel en hierdie studie wil onder meer poog om vas te stel waarom dit so is. Kontrakuitgewers stem in die algemeen saam dat ’n standaard stel riglyne waarop advertensie-agentskappe hul besluitneming kan grond, beslis sal help om ’n gelukkiger stand van sake te bewerkstellig. Hierdie studie poog om binne die teoretiese raamwerk van die politieke ekonomie van die media ’n stel riglyne saam te stel waarop advertensie-agentskappe hul besluitneming oor advertensieplasing kan grond. Die metodologie wat gebruik is, behels veldnavorsing met indiepte-onderhoude as fundamentele navorsingstegniek en gevallestudies met inhoudsanalise as aanvullende tegniek. Om die riglyne te kon saamstel, is advertensie-agentskappe en die kontrakuitgewer New Media Publishing betrek en is vier kliëntetydskrifte – Edgars Club Magazine, Horizons, Skottel en Woolworths TASTE – ontleed. / ENGLISH ABSTRACT: Despite the fact that the five magazines with the largest circulation figures in South Africa are all customer publications, advertising agencies still seem to shun these publications in favour of consumer magazines because they say they do not deem them credible. Where several consumer magazines showed very little or no growth in an ever increasing and fragmented market, top customer publications continue to experience remarkable growth. In the past, most customer publications were financed by a company’s marketing budget. Today, however, they are often financed by advertisers. The question that sceptical advertising agencies ask is whether third party advertisers benefit from the same value as the company’s own brand. Although South African customer magazines have the same large circulation figures as their counterparts in America and the United Kingdom, they seem not to enjoy the same advertising support as these countries. This is an interesting phenomenon and this study aims to determine why that is the case. In general, contract publishers seem to agree that a standard set of guidelines on which advertising agencies could base their decision-making, would assist in ensuring a happier state of affairs. Within the theoretical framework of the political economy of the media, this study aims to compile a set of guidelines on which advertising agencies could base their decision-making regarding advertisement placements. The methodology includes field research with in-depth interviews as fundamental research technique and case studies with content analysis as supplementary technique. To compile these guidelines, advertising agencies and the contract publisher New Media Publishing are concerned and four customer magazines – Edgars Club Magazine, Horizons, Skottel and Woolworths TASTE – analysed.