by Lucy M.S. Kwan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf 41.

O presente trabalho tem como objetivo analisar, a partir das diferentes características e do modo de funcionamento de agências de publicidade de Porto Alegre, como é feita a gestão de pessoas em um contexto de economia criativa. Para tanto foi realizada uma pesquisa exploratória, na qual foram realizadas 24 entrevistas com gestores e colaboradores de quatro agências de publicidade de diferentes portes localizadas na cidade de Porto Alegre. Por meio da técnica de análise de conteúdo identificou-se que os processos de gestão de pessoas nas agências são incipientes devido à grande dificuldade gerada pela alta variação de faturamento. Além disso, os processos de gestão de pessoas têm de ser adaptados conforme as características do trabalho nas indústrias criativas, nas quais se destacam a centralidade da criatividade como insumo produtivo, a importância de fatores não econômicos na satisfação dos trabalhadores, o uso de equipes polivalentes e a necessidade de cooperação entre os trabalhadores. Diante desse cenário o trabalho propõe um conjunto de diretrizes e práticas de gestão de pessoas que atenda à essas características específicas identificadas e ainda fortaleça as práticas de cooperação entre os trabalhadores, diminua a elevada rotatividade de profissionais, melhore o ambiente de trabalho, diminua o risco da agência em momentos de eventual diminuição de faturamento e aproxime o pensar do fazer nas diversas áreas. / This study aims to analyze , from different characteristics and Porto Alegre advertising agencies operating mode , such as people management is done in a context of creative economy . Therefore we carried out a exploratory research, which were conducted 24 interviews with managers and employees four advertising agencies of different sizes located in the city of Porto Alegre. Through content analysis it was found that the people management process in agencies are incipient due to the great difficulty caused by the high variation of revenues. Because of that specificities, people management processes have to be adapted according to the characteristics of work in the creative industries, which highlight the centrality of creativity as a production input , the importance of non- economic factors in the satisfaction of workers , the use of multi-purpose teams and the need for cooperation among workers. The present research proposes a set of guidelines and practices of personnel management that answer these specific characteristics identified and further strengthen cooperation practices among workers, reduce high staff turnover, improve the working environment, reduce the agency's risk in times of eventual decrease in revenues and approach thinking of doing in different areas.

Små reklambyråer har, i skuggan av den ekonomiska krisen, fått konkurrens om sina kunder av större reklambyråer och tryckerier. En lösning kan vara att skapa relationer till företag utanför närområdet. Internetbaserade verktyg för distanskommunikation skulle i sådana fall kunna erbjuda ett bra komplement till det fysiska mötet. Distanskommunikation är effektivt eftersom det bland annat ger minskad tidsåtgång för möten och minskade resekostnader. Denna typ av kommunikation kan dock innebära större risk för missförstånd, och färre tillfällen att bygga en personlig relation till kunden. Användningen av internetbaserade verktyg för att kommunicera på distans förväntas dock bli allt vanligare i framtiden, i takt med att utbudet av kommunikationsverktyg ökar. Huvudmålet med denna studie har därför varit att undersöka förutsättningarna för distanskommunikation mellan reklambyrå och kund. Syftet har varit att ta reda på hur för- och nackdelar med distanskommunikation värderas av respektive parter, samt vilket kommunikationssätt som de anser lämpar sig bäst vid olika arbetssteg. Detta undersöktes genom enkätundersökning till utvalda företag samt intervjuer med fyra mindre reklambyråer i Dalarna. Studiens resultat, visade tydligt att det personliga mötet är mycket viktigt, och att det inte kan ersättas av någon form av distanskommunikation. Däremot ansåg både företag och reklambyråer att verktyg för distanskommunikation kan användas vid arbetsmöten. / Small advertising agencies have in recent years lost clients due to competition from larger agencies. A solution could be to create a relationship to clients outside the nearby area, Internet based communication tools might here be a good complement to physical meetings. Telecommunication is effective because it is less time consuming and it decreases travel costs. It could however result in misunderstandings and less opportunities to develop a close relationship with the client. The use of internet based communication tools is expected to increase in the future, along with the development of telecommunication tools. The aim of this study has been to examine the possibilities for small agencies to use telecommunication with their clients. Our purpose has been to determine the effects of telecommunication for both agencies and clients. The study also aims to recommend tools for each production step in the creative process. Results of this study clearly indicates that the personal meeting is very important, and it can not be substituted with telecommunication. Both agencies and clients considered telecommunication as an option for work meetings.

The Zimbabwean economy had reached historically low levels in terms of its performance. Coupled with this, the country's volatile political environment saw many once prosperous business ventures struggling for survival. One of the immediate options followed by many organisations was the undertaking of mergers with similar or related companies in a bid to ensure continued growth. Among the hardest hit industries by the economic decline was the advertising industry. In order to maintain its market dominance, the Ogilvy and Mather group of Zimbabwe (comprising Barker McCormark and CM & A) embarked on discussion with a smaller rival, Carroll O'Donovan Hardy TBWA. The discussions would culminate in a merger of the three agencies in September 2001. From the onset the merger was characterised by a series of staff resignation particularly from Carroll O'Donovan Hardy and CM & A. In addition, existing clients began to complain about the handling of their business. The study will examine the causes for these grievances and assess the impact of the group's post merger strategies aimed at consolidating the merger. It will examine the group's capability at maintaining the sustainable growth that was envisaged at the time of merger. An assessment of whether post merger strategies at Ogilvy and Mather Zimbabwe are successful in terms of their impact on employee and customer retention will be conducted. Based on the findings, a best case scenario will be mapped out so as to ensure Ogilvy and Mather maintain their market dominance of the advertising industry in Zimbabwe The next chapter will develop a theoretical framework for strategies aimed at successful post merger management. This framework will be used to analyse the effect of the merger at Ogilvy and Mather and provide guidelines on the best way possible in a post merger environment of its nature. / Thesis (MBA)-University of Natal, 2003.

This thesis presents the results of research which investigated how creative processes in advertising agencies are organized and the role aesthetic understandings play therein. Indepth accounts describing how creative processes in advertising agencies are organized were not well characterized in the extant literature. This was surprising, given the confusion that existed about whether or not advertising practitioners share similar tastes. Whereas some research suggests highly homogenous taste patterns, other research, reporting about severe conflicts in advertising agencies, suggests that the contrary is true. Consequently, also research on taste-making processes and thus the ways through which tastes and collective action are negotiated was missing. This research aims to address these gaps in the literature by providing an in-depth account of the way specific practices creative processes are organized by analysing how practices and tastes interlink as well as by providing insights into the ways through which taste and collective action are sustained at advertising agencies. To do so, qualitative research at a leading London-based advertising agency was carried out over a period of five months. Two sets of practices by which the advertising creative processes were organized were identified. In addition, four types of tensions between both sets of practices and thus different tastes among advertising practitioners, depending on the practices in which they were immersed, were found. Moreover, ways in which tensions were resolved and thus how different tastes were negotiated were identified. By doing so, this research closes the above gaps in the literature and reveals that at advertising agencies' creative processes and taste-making go hand in hand. Finally, practical insights for managers in the advertising industries, aiming to foster collective engagement, collaboration and conversations, and creative expression in creative advertising processes as well as suggestions for future research are offered.

O presente trabalho tem como objetivo analisar, a partir das diferentes características e do modo de funcionamento de agências de publicidade de Porto Alegre, como é feita a gestão de pessoas em um contexto de economia criativa. Para tanto foi realizada uma pesquisa exploratória, na qual foram realizadas 24 entrevistas com gestores e colaboradores de quatro agências de publicidade de diferentes portes localizadas na cidade de Porto Alegre. Por meio da técnica de análise de conteúdo identificou-se que os processos de gestão de pessoas nas agências são incipientes devido à grande dificuldade gerada pela alta variação de faturamento. Além disso, os processos de gestão de pessoas têm de ser adaptados conforme as características do trabalho nas indústrias criativas, nas quais se destacam a centralidade da criatividade como insumo produtivo, a importância de fatores não econômicos na satisfação dos trabalhadores, o uso de equipes polivalentes e a necessidade de cooperação entre os trabalhadores. Diante desse cenário o trabalho propõe um conjunto de diretrizes e práticas de gestão de pessoas que atenda à essas características específicas identificadas e ainda fortaleça as práticas de cooperação entre os trabalhadores, diminua a elevada rotatividade de profissionais, melhore o ambiente de trabalho, diminua o risco da agência em momentos de eventual diminuição de faturamento e aproxime o pensar do fazer nas diversas áreas. / This study aims to analyze , from different characteristics and Porto Alegre advertising agencies operating mode , such as people management is done in a context of creative economy . Therefore we carried out a exploratory research, which were conducted 24 interviews with managers and employees four advertising agencies of different sizes located in the city of Porto Alegre. Through content analysis it was found that the people management process in agencies are incipient due to the great difficulty caused by the high variation of revenues. Because of that specificities, people management processes have to be adapted according to the characteristics of work in the creative industries, which highlight the centrality of creativity as a production input , the importance of non- economic factors in the satisfaction of workers , the use of multi-purpose teams and the need for cooperation among workers. The present research proposes a set of guidelines and practices of personnel management that answer these specific characteristics identified and further strengthen cooperation practices among workers, reduce high staff turnover, improve the working environment, reduce the agency's risk in times of eventual decrease in revenues and approach thinking of doing in different areas.

Made available in DSpace on 2014-12-17T13:53:12Z (GMT). No. of bitstreams: 1 JoaoBatistaSN.pdf: 726908 bytes, checksum: fdca88451aa5642543b0de65875fb92c (MD5) Previous issue date: 2007-09-06 / This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques / O presente o estudo tem por objetivo conhecer o n?vel de dom?nio e influ?ncia do constructo neuromarketing junto a profissionais de ag?ncias publicidade no Brasil. Visto a presen?a pouco difundida dos conceitos dessa nova abordagem, bem como a escassez de an?lises nessa ?rea, ? um estudo qualitativo e explorat?rio baseado em fontes prim?rias, atrav?s do levantamento de livros e artigos na ?rea de marketing, neuroci?ncia e psicologia, e fontes secund?rias. Foi realizada uma entrevista em profundidade nas principais ag?ncias de publicidade do Brasil, com os gerentes da ?rea de planejamento, e posterior an?lise de conte?do. Os avan?os na ci?ncia do c?rebro v?em permitindo desenvolvimentos tecnol?gicos inovadores voltados para o conhecimento de experi?ncias inconscientes dos consumidores, as quais s?o respons?veis por impulsionar as suas tomadas de decis?es e comportamentos de compra. Tais novidades relacionam-se ao Neuromarketing que, atrav?s das t?cnicas de neuroimagem, como a FMRI, a PET e o FDOT, escaneia o c?rebro dos consumidores produzindo figuras da estrutura ou do funcionamento dos neur?nios, enquanto eles se envolvem em v?rias tarefas mentais como visualizar uma marca, imagem ou produto, ou assistir a v?deos e propagandas comerciais. Observou-se que mesmo cientes das limita??es dos atuais instrumentos de pesquisa e da constante busca por novas tecnologias, as ag?ncias de publicidade n?o conhecem totalmente os conceitos relacionados ao neuromarketing. Com rela??o ?s t?cnicas de neuroimagem h? um un?nime desconhecimento, por?m, algumas ag?ncias visualizaram impactos positivos na utiliza??o dessas t?cnicas para avaliar filmes criados e no modo de entender o consumidor. Constatou-se que a neuroimagem seria mais uma t?cnica dentre outras utilizadas, mas, sua aplica??o ainda n?o ? real, pois, existem algumas barreias no mercado e dentro das pr?prias ag?ncias. Essas barreiras, juntamente com os questionamentos e o pouco conhecimento do assunto fazem com que a influ?ncia do neuromarketing n?o seja sentida de forma pr?tica no meio publicit?rio. Al?m disso, observouse, com o advento do neuromarketing, que n?o haveriam mudan?as estruturais e funcionais dentro das ag?ncias, pois, a operacionaliza??o dos aparelhos de neuroimagem dever?o acontecer nos institutos de pesquisa ou nos centros de pesquisas das grandes empresas. Os resultados autorizam afirmar que o n?vel de dom?nio do constructo neuromarketing nas ag?ncias de publicidade brasileira ? apenas te?rico, pois, pouco se conhece a respeito dos estudos neurol?gicos e, absolutamente nada, das t?cnicas de neuroimagem

O presente trabalho tem como objetivo analisar, a partir das diferentes características e do modo de funcionamento de agências de publicidade de Porto Alegre, como é feita a gestão de pessoas em um contexto de economia criativa. Para tanto foi realizada uma pesquisa exploratória, na qual foram realizadas 24 entrevistas com gestores e colaboradores de quatro agências de publicidade de diferentes portes localizadas na cidade de Porto Alegre. Por meio da técnica de análise de conteúdo identificou-se que os processos de gestão de pessoas nas agências são incipientes devido à grande dificuldade gerada pela alta variação de faturamento. Além disso, os processos de gestão de pessoas têm de ser adaptados conforme as características do trabalho nas indústrias criativas, nas quais se destacam a centralidade da criatividade como insumo produtivo, a importância de fatores não econômicos na satisfação dos trabalhadores, o uso de equipes polivalentes e a necessidade de cooperação entre os trabalhadores. Diante desse cenário o trabalho propõe um conjunto de diretrizes e práticas de gestão de pessoas que atenda à essas características específicas identificadas e ainda fortaleça as práticas de cooperação entre os trabalhadores, diminua a elevada rotatividade de profissionais, melhore o ambiente de trabalho, diminua o risco da agência em momentos de eventual diminuição de faturamento e aproxime o pensar do fazer nas diversas áreas. / This study aims to analyze , from different characteristics and Porto Alegre advertising agencies operating mode , such as people management is done in a context of creative economy . Therefore we carried out a exploratory research, which were conducted 24 interviews with managers and employees four advertising agencies of different sizes located in the city of Porto Alegre. Through content analysis it was found that the people management process in agencies are incipient due to the great difficulty caused by the high variation of revenues. Because of that specificities, people management processes have to be adapted according to the characteristics of work in the creative industries, which highlight the centrality of creativity as a production input , the importance of non- economic factors in the satisfaction of workers , the use of multi-purpose teams and the need for cooperation among workers. The present research proposes a set of guidelines and practices of personnel management that answer these specific characteristics identified and further strengthen cooperation practices among workers, reduce high staff turnover, improve the working environment, reduce the agency's risk in times of eventual decrease in revenues and approach thinking of doing in different areas.

In this diploma thesis Prague Advertisement in the Interwar Period its author Ondřej Štěpánek deals with a so far almost neglected topic - advertisement in Prague in years 1918 -1939. After outlining the development of advertisement in these two decades in the whole newly constituted state, the author focuses on regional specifics in the capital city that were set by local regulations. He mainly addressed the legality of individual advertising means, especially those in public spaces, and he also described producers of advertisement in Prague. The author concludes that advertisement made a large progress in the respective period, particularly during the late 1920s and the first half of the 1930s. Advertising companies had to deal with many restrictions and prohibitions brought by the new legislation. This diploma thesis provides new insight in the research of the advertisement history, especially in the area of the development of advertising agencies.

Orientador: Maria Teresa Citeli / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Geociências / Made available in DSpace on 2018-08-22T03:15:50Z (GMT). No. of bitstreams: 1 Gardim_Nanci_M.pdf: 5467517 bytes, checksum: 63af3a0124911edc10f16f6dafc1a3a9 (MD5) Previous issue date: 2012 / Resumo: A atual segmentação na esfera publicitária (entre agências, anunciantes, veículos de comunicação) resulta de um encadeamento pretérito da ação de diferentes atores. Esse tipo de ordenamento - iniciado há muitos anos (por volta de 1920) e trabalhado aqui até 1980 - engloba conhecimentos específicos e técnicos; esbarra em políticas de diferentes níveis, desde o plano interno até políticas públicas e de governo. À luz de estratégias metodológicas aportadas pela teoria ator-rede, essa dissertação enfoca "o fazer publicidade" como um processo que envolve diferentes grupos que ocupam distintas posições na hierarquia de privilégios. Considera-se que a demarcação dos limites de atuação entre as agências de publicidade, institutos de pesquisa (principalmente o IBOPE) e veículos de comunicação resulta de processos de ordem técnica e social. No âmbito deste estudo, busca-se entender como os atores do setor publicitário se movem se articulam e assumem novas formas - ao mesmo tempo, que se adaptam e configuram novos padrões tecnológicos - tendo como pano de fundo a formação da atividade publicitária no país. A identificação das controvérsias nesse segmento tem como objetivo fornecer subsídios para a visualização da amplitude da rede/grupos de profissionais e dos demais elementos que a compõem. O resultado do trabalho de pesquisa aqui apresentado, corrobora para a percepção de que as tecnologias e as pesquisas que compõem o seguimento publicitário no Brasil, por si só, não determinam as fronteiras entre os grupos, mas "possuem agência" nas relações por eles estabelecidas ao longo do tempo / Abstract: The current segmentation in advertising sphere (between agencies, advertisers, media outlets) results in a past catenation of activities of different actors. This type of catenation - that started many years ago (around 1920) and is worked here until 1980 - includes specific knowledge and expertise and bumps into policies of different levels. In light of methodological strategic brought by actor-network theory, this dissertation focuses on the "advertising" as a process that involves different groups occupying different positions in the hierarchy of privileges. It is considered that the demarcation of the boundaries of performance among advertising agencies, research institutes (mainly IBOPE) and media (radio and television-Globo) is result of technical and social processes. Within this study, we seek to understand how the actors of advertising industry articulate each other and take new forms - the same time that adapt and configure new technology standards -, having as background the formation of the advertising activity in the country . The identification of the controversies in this segment aims to provide tools for visualization of the extent of network professionals and other elements that compose it. The results of this research contribute to the perception that the technologies and the researches that compose the advertising brazilian sector, per se, does not define the boundaries between groups, but has a strong influence on the relationships built by them over time / Mestrado / Politica Cientifica e Tecnologica / Mestre em Política Científica e Tecnológica