Library Binus

Advertising planning, ad-agency use of advertising models, and the academic practitioner divide

Helen Gabriel

Purpose – To examine the extent to which “account planners” in advertising agencies use formal academic models of “how advertising works” and to identify the factors that discourage non-users from applying academic advertising theory. Design/methodology/approach – Account executives in 152 full-service and 72 creative advertising agencies in the UK completed a questionnaire concerning the use of formal models, preferences for developing those in-house versus adopting pre-existing “textbook” prescriptions, and factors that might discouraged application of academic advertising theory in any form. The data collected were interpreted by means of factor analysis, structural equation modelling and correspondence analysis, and conclusions drawn with respect to theory and practice. Findings – There was considerable ignorance of formal models of advertising effect. Agencies using them typically favoured the hierarchy-of-effects variants. Although more than a third of the sample eschewed models, there was little evidence of animosity towards advertising theory of itself. Non-adoption was significantly explained by constructs drawn from the academic literature of knowledge dissemination. Research limitations/implications – It was not possible in this study to establish precise details of agencies’ in-house proprietary models, so the degree to which those reflected either current practice or textbook prescriptions could not be determined. Practical implications – The study emphasises the pressing need to harmonise formal models of “how advertising works” with conceptual frameworks used by advertising agencies in practice (if any), for the improvement of campaign planning and evaluation. Originality/value – This is the first empirical study to investigate the extent to which advertising theory is actually used by account planners in advertising agencies.

Visual representations in knowledge management: framework and cases

Martin J. Eppler

Purpose – The purpose of this article is to explore the potential of visualization for corporate knowledge management. Design/methodology/approach – The employed methodology consists of a taxonomy of visualization formats that are embedded in a conceptual framework to guide the application of visualization in knowledge management according to the type of knowledge that is visualized, the knowledge management objective, the target group, and the application situation. This conceptual framework is illustrated through real-life examples. Findings – The findings show that there is much room for knowledge management applications based on visualization beyond the mere referencing of experts or documents through knowledge maps. Research limitations/implications – The research implications thus consist of experimenting actively with new forms of visual knowledge representation and evaluating their benefits or potential drawbacks rigorously. Practical implications – The authors encourage managers to look beyond simple diagrammatic representations of knowledge and explore alternative visual languages, such as visual metaphors or graphic narratives. Originality/value – This paper consists of two elements: first, the systematic, descriptive and prescriptive approach towards visualization in knowledge management, and second the innovative examples of how to harness the power of visualization in knowledge management.

Graphic novels: a sure bet for your library

Mary Jane Heaney

Purpose – Provides a comprehensive review of the significance attributed to the usefulness, practicality and appropriateness of graphic novels in the school library media center with specific implications for collection development. Design/methodology/approach – A careful review of recent literature provides the school media specialist with an overview of graphic novels including definitions, challenges, benefits, helpful resources, curricular connections and collection development issues. The sources reflect the recent trends in the increasing popularity of graphic novels and their use and benefit in school media centers. Findings – Presents information on the definitions of graphic novels and the challenges and benefits specific to the school media center. Notes that while challenges exist, the benefits of including graphic novels in the school library media center are many, including engaging reluctant readers. Offers practical information for collection development and provides useful sources that serve many purposes. Practical implications – Offers background information for the school library media specialist about graphic novels. Includes advice and practical strategies for building a graphic novel collection in the school media center. Originality/value – This paper reflects recent trends toward increased interest in graphic novels and offers the school media specialist practical advice on how to best meet that growing interest by including graphic novels in the school media center.

GLBTQ content in comics/graphic novels for teens

Devon Greyson

Purpose – This paper aims to provide an historical perspective and current guidance for youth librarians collecting graphic novels for teens. Design/methodology/approach – The paper provides a brief review of the historical issues involved with censorship/intellectual freedom and comics and of current teen-oriented graphic novels with gay, lesbian, bisexual, transgender, queer, and questioning of sexual orientation (GLBTQ) content in Canada and the USA. It also provides a context for negotiating intellectual freedom and collection management policy issues, and suggestions for targeted acquisitions of teen graphic novels with GLTBQ content. Findings – The paper provides a brief overview of US and Canadian censorship of comics, including how this legacy affects today’s market. It recognizes the difficulty of obtaining information and recommendations for teen-appropriate graphic novels containing GLBTQ content, and makes suggestions for core collection items. Research limitations/implications – Only English sources from the USA and Canada are reviewed. Francophone Canadian literature is relevant but outside of the scope of this paper. Practical implications – The paper is a useful source of information for the librarian looking for collection development suggestions, and/or for the librarian dealing with or preparing against intellectual freedom challenges to graphic novels or GLBTQ material for teens. Originality/value – This paper furthers discussion of censorship of graphic novels and of GLBTQ material, and provides concrete suggestions to librarians developing a teen graphic novel collection. The issue is timely, as the graphic novel industry is booming and the ALA has documented an increasing number of challenges to graphic novels in libraries. Few previous papers on graphic novels or comics have included Canadian content, although the Canada-American library worlds, publishing industries and legal codes are historically and currently intertwined.

Commentary towards effective poster presentations: an annotated bibliography

Douglas Brownlie

Purpose – The aim of this paper is to introduce the topic of poster presentation as legitimate area of academic study and practice within the marketing discipline. Design/methodology/approach – The paper presents the output of one part of a research project that reviewed the state of knowledge and practice within poster presentation as a dissemination medium for research information. The results of the literature search are presented as an annotated bibliography. Findings – The literature search reveals a sizeable body of material on the use of poster presentation as a dissemination media, indicative of a set of key themes that guide good practice in poster design, construction and presentation. It also includes material that has studied the use of poster design and presentation exercises as pedagogical devices. Research limitations/implications – The research on which the paper is based is limited by virtue of not offering a more complete survey of contemporary poster presentation practice across the sciences. It draws observations from the author’s attendance at several marketing and management-related conferences where poster presenters have been interviewed and examples of poster presentation have been collected. However, in the sciences, especially the medical sciences, poster practice is well-established and in some cases moving towards digitisation. Practical implications – The aesthetics of poster design remain unclear in the case of poster design for the dissemination of scientific information. However, a set of templates has been produced based on the close study of a database of over 600 poster designs and ten years’ experience of using posters as teaching tools for research training. A methodology for poster design has also been developed known as “The Block Architecture Method of Poster Design”. It uses the software Powerpoint and Photoshop to develop poster design electronically. Originality/value – The bibliography will help interested teachers and students explore the various issues surrounding poster design, construction and presentation. It will also help to understand some of the advantages of using poster-design exercises as creative and critical devices in a pedagogical context.

Circles of practice: educational and professional graphic design

Cheri D. Logan

Purpose – This paper investigates the specialist learning undertaken in graphic design classrooms and its relationship to industry practices. It considers how well students are prepared for work and the nature of this vocational preparation. Design/methodology/approach – The paper is based on an empirical study using a qualitative, case study approach. A situated perspective on design learning and knowledge was adopted, and a strong focus on studio discourse developed. An analytical method based on respondents’ use of metaphor in practice-oriented discourse evolved, providing an interpretive framework for the study. Findings – The paper describes the difficulties involved in undertaking research into design classrooms, outlining how these were resolved to allow the unique learning activities of the design practicum to be identified. It discusses the lack of recognition of design pedagogies, and considers their characteristic strengths and weaknesses. Key metaphorical discourses structuring design learning, teaching and practice are identified. Shared discourses in use across graphic design education and industry suggest the alignment of these contexts, providing a perspective on them as overlapping “circles of practice”. Conclusions are drawn about the effectiveness of graphic design vocational education. Originality/value – The study suggests a means of researching practice-oriented discourses and activities across a range of settings. It offers ways of considering the alignment of educational and professional contexts by using a modified “situated” perspective on learning. This perspective allows for recognition of types of learning that do not meet traditional, “academic” criteria and of the vocationally-referenced pedagogies that promote them.

Determinants and antecedents of general attitudes towards advertising : A study of two EU accession countries

Dan Petrovici

Abstract Purpose – The purpose of this paper is to explore the relationships between determinants and primary antecedents of advertising and attitudes to advertising in the context of European Union accession countries. Design/methodology/approach – Drawing on data from consumer surveys conducted in the major urban areas of Bulgaria and Romania the study conceptualises an extended version of Pollay and Mittal’s model of beliefs and attitudes toward advertising. It tests a comprehensive range of attitudes toward the institution of advertising and its instruments in each country to identify similarities and differences in consumer perceptions. Findings – Findings confirm that consumers in the two countries are more positive about advertising as an institution than the instruments used to promote advertising. While product information acquisition is the main personal use of advertising which influences general attitudes to advertising in Bulgaria, the entertaining value of advertising was found the strongest personal use in Romania. No significant differences were found in the attitudes toward the institution and instruments of advertising in the two countries. Research limitations/implications – As data used in this study come from major urban areas in Bulgaria and Romania this might account for small research bias if the overall population of the two countries is considered. Interview bias were reduced by eliminating the verbal or non-verbal cues to the respondents. The diverse composition of the two samples and the random selection of respondents have limited the research bias which is often a problem with other studies in Central and Eastern Europe that use predominantly convenience student samples. Practical implications – The paper suggests that managers should focus on and exploit the overall positive general attitudes toward advertising in Romania and Bulgaria. Marketers should prioritise the informative power of advertising and use it cautiously in view of its perceived manipulative role especially to children. Advertisers need to devote more specific attention to re-enforce the credibility of the institution of advertising in both countries. Originality/value – The paper is a result of an original research that has extended theoretical concepts and compared their applicability to comparable EU accession contexts. Its findings suggest that advertising should be adapted to the personal uses and attitudes to advertising in the researched contexts by putting more emphasis on image building in order to increase its persuasive power and raise public trust in the institution and instruments of advertising.

Cross-cultural advertising research: where we have been and where we need to go

Shintaro Okazaki

Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross-cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross-cultural advertising articles published in major marketing and business journals from 1995 to 2006. Findings – Cultural values were the most studied topic area in cross-cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets. Originality/value – Based on findings from the citation analysis, the authors outline future directions for the advancement of cross-cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.

Consumers response to offensive advertising: a cross cultural study

Kara Chan

Purpose – The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. Design/methodology/approach – Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes that Chinese consumers will be less accepting of the advertisements than German consumers. It also compares the dimensions of consumer perceptions for both countries and how consumer perceptions are related with intentions to reject the products and the brands because of the ads. A survey of 563 respondents aged 17-58 from urban China (Shanghai) and Germany was conducted in October 2005 and June 2006. A questionnaire with six print advertisements containing sexism and other themes was constructed. Data were collected through five universities. Findings – Findings on perceptions of the offensive advertisements among Chinese and German respondents were mixed. Overall, as expected, Chinese respondents were less accepting of offensive advertising, as they liked the advertisements less than German respondents. However, they were also more likely than German respondents to find the advertisements convincing and informative. Results showed that Chinese respondents and German respondents had different dimensions of advertising perceptions. The two print advertisements that received the most negative perceptions both contained sexually oriented body images. The study also found that advertising perceptions had a significant impact on consumers’ intentions to reject the products and the brands. Research limitations/implications – The city surveyed in China is highly advanced in terms of economical and advertising development when compared with all other Chinese cities. Consumer responses were derived from a student sample. Only the “manner” of offensive advertising was studied, and the “matter” as well as “media” were not covered. Practical implications – Useful advice for marketers and advertisers to understand how far they can stretch the line for controversial advertisements and to assess the possible risk involved. Originality/value – This paper offers insight to design communication and message strategies for consumers of very different cultural backgrounds

Advertising creativity : The view across the meeting room and across cultures

Railton Hill — 8/12/2010 12:03:40 PM

Purpose – The study aims to extend knowledge of practitioner beliefs amongst advertising agency creatives across three countries – Australia, New Zealand and Malaysia – regarding factors that impact advertising creative excellence in the advertising agency. The study also seeks to address views across Australian creatives and their clients. Design/methodology/approach – The design combined preliminary qualitative work using depth interviews with a subsequent questionnaire-based survey of the various stakeholder groups. Opinions of Australian creatives are compared, using the same survey instrument, with those of a sample of Australian advertiser clients. The views of the various national groups of creatives are then compared using the same instrument. Findings – The results indicated that a group of factors encourage creatives, and to an extent their clients, to have high expectations of the achievement of optimal creative work. There was more agreement among the creatives across the three countries than agreement between the Australian advertisers and any of the groups of creatives. There were also differences evident between the views of Malaysian creatives, on the one hand, and their Australian and New Zealand counterparts, on the other. A finding that Malaysian creatives were in slightly more agreement with the Australian advertisers than were Australian and New Zealand creatives was unanticipated. Research limitations/implications – Identified limitations include failure to collect data from advertiser stakeholders (clients) in the non-Australian countries. This meant that direct comparisons of client-agency beliefs could not be made within these countries. The challenge now is to explore the reasons why the differences and similarities found exist. Practical implications – Changes to practice to be made as a result of this research relate to management of the structured transfer of information between agency and client stakeholders, and management of authority issues in this relationship, particularly across cultures. Originality/value – Provides cross-cultural as well as inter-organizational perspectives on advertising agency–client relationships.