Skip to main content Accessibility help
×
Hostname: page-component-cc8bf7c57-hbs24 Total loading time: 0 Render date: 2024-12-09T17:08:00.704Z Has data issue: false hasContentIssue false

14 - Comparative management practices in international advertising agencies in the United Kingdom, Thailand and the United States

Published online by Cambridge University Press:  06 July 2010

Chris Smith
Affiliation:
Royal Holloway, University of London
Brendan McSweeney
Affiliation:
Royal Holloway, University of London
Robert Fitzgerald
Affiliation:
Royal Holloway, University of London
Get access

Summary

Introduction

According to some cultural theorists, advertising is deeply implicated in the phenomenon of globalisation, yet the management of advertising agencies has attracted much less attention from researchers than advertising itself. Analyses of the cultural economy of advertising have tended to neglect the constitutive management practices of agencies, preferring instead to see advertising as an institution driven by exogenous cultural and economic forces. In this chapter we review a range of research into advertising to substantiate this position before outlining some of the literature that deals with the main roles, functions and processes of advertising production. We then draw on several empirical studies, including some previously unpublished data, to try to pull together strands of advertising management practices in three countries: the United Kingdom, Thailand and the United States.

Advertising and promotional strategies and styles differ very much around the world, in response to national and regional marketing communications environments. Language, economic history and consumer culture, the communications and broadcasting infrastructure and legal and regulatory environments, among other things, create contrasting priorities for ad agencies and clients. This applies even when they are selling the same products in different countries. The management of advertising within agencies around the world, however, does not differ so strikingly, and employees in international agency groups can be quite mobile internationally. Nevertheless, agencies tend to have a very local feel.

Type
Chapter
Information
Remaking Management
Between Global and Local
, pp. 380 - 403
Publisher: Cambridge University Press
Print publication year: 2008

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Save book to Kindle

To save this book to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×