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Advertising agency planning - conceptualising network relationships

Grant, I. and McLeod, C. (2007) Advertising agency planning - conceptualising network relationships. Journal of Marketing Management, 23 (5/6). pp. 425-442. ISSN 0267-257X

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Abstract

This study investigated the networked relationships between agency parties involved in the process of advertising planning, internal and external to advertising agencies. The study provides a conceptual grounding for understanding the shift from dyadic to multiple relationships in advertising planning. It focuses on the degree of collaboration and integrative relationships inherent. Using a theoretically derived, grounded theory approach, depth interviews were conducted with twenty two practitioners spread across four dominant parties: advertising account management and creatives, independent media planners and researchers. Four core constructs were abstracted from the data forming the conceptual basis for a model. These were shared (agency) purpose and philosophy, personal chemistry between involved parties, power relations between parties with their incumbent conflictual tensions and finally trust between parties. The study provides an important bridgehead, opening up and exploring the increasingly networked foundations for advertising planning.

Item type: Article
ID code: 9806
Keywords: advertising, agency, relationships, planning, networks, IMC, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 12 Mar 2010 16:26
    Last modified: 12 Mar 2012 10:52
    URI: http://strathprints.strath.ac.uk/id/eprint/9806

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