Picture of boy being examining by doctor at a tuberculosis sanatorium

Understanding our future through Open Access research about our past...

Strathprints makes available scholarly Open Access content by researchers in the Centre for the Social History of Health & Healthcare (CSHHH), based within the School of Humanities, and considered Scotland's leading centre for the history of health and medicine.

Research at CSHHH explores the modern world since 1800 in locations as diverse as the UK, Asia, Africa, North America, and Europe. Areas of specialism include contraception and sexuality; family health and medical services; occupational health and medicine; disability; the history of psychiatry; conflict and warfare; and, drugs, pharmaceuticals and intoxicants.

Explore the Open Access research of the Centre for the Social History of Health and Healthcare. Or explore all of Strathclyde's Open Access research...

Image: Heart of England NHS Foundation Trust. Wellcome Collection - CC-BY.

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

Full text not available in this repository. Request a copy from the Strathclyde author

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.