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Journal of Promotion Management Volume 11 Number 3 Spring 2005 CONTENTS FROM THE EDITOR NEW APPROACHES TO THE BUSINESS OF ADVERTISING—MARKETING COMMUNICATIONS THEORY AND BUSINESS PRACTICES Investigative Approaches to the Study of Advertising Graham Spickett-Jones, Philip J. Kitchen, and Bradley R. Barnes Advertising is part and parcel of the cultural wallpaper, the noise, clutter, and media chatter in which we live. This article describes firstly why advertising is needed, and then considers investigative approaches that can be used to understand the topic. We recommend that methodological pluralism offers critically valuable perspectives, which are needed to establish an appreciation of the role and functioning of advertising in a modern context. KEYWORDS. Advertising, communications research, investigative approaches, methodology. A Project Management Approach to Increasing Advertising Agency Margins Charlene Spoede Budd and Marjorie J. Cooper Project management is a promising new managerial technique to improve advertising agency productivity and performance. Although PERT/CPM is the most widely accepted project management approach, the Critical Chain technique developed by Eliyahu Goldratt overcomes the widely reported deficiencies of PERT/CPM. Using a hypothetical but realistic set of time estimates for tasks involved in creating an advertising campaign, Critical Chain was tested against PERT/CPM and was shown to reduce project duration by 20%. The authors present the rationale behind the Critical Chain approach and provide an overview of how to schedule and manage a project using this new methodology. This article also discusses the benefits that an advertising agency can derive from using Critical Chain. KEYWORDS. Advertising, agency management, Critical Chain technique, PERT/CMP, project management. Reducing Disconnects in the Design Agency-Client Relationship: Is Process Management the Solution? Harold L. Koch and Christopher Liechty Account turnover for smaller agencies, whether an advertising, marketing research or design agency, is a serious financial drain that absorbs disproportionate CRM and managerial energies. Using a web-based survey developed from in-depth interviews, this empirical study investigates the extent to which smaller graphic design agencies follow the classical decision-making “process” when producing a creative product (an advertisement; a new package design, etc.). The global hypothesis is that the greater the degree of adherence to the steps in the management of the ideal relationship management “process” the greater the perceived satisfaction will be with their clients. Results of the analysis partially support the 1 hypothesis and provide valuable directions for future studies. KEYWORDS. Agency-client relationships, applied marketing research, management, marketing theory and applications, process management, relationship marketing. Are Restaurant Franchisees Getting a Positive Return on Their Advertising Fees? J. Duncan Herrington This study examines two primary issues related to conflict in franchiser-franchisee relationships in the restaurant industry: the effectiveness of national advertising campaigns with respect to returns to franchisee advertising investment and the potential for data aggregation bias resulting from system-wide analyses. The results suggest that a large proportion of chains do not realize a positive, immediate return to franchisee advertising investment and that data aggregation can lead to false advertising response estimates. KEYWORDS. Advertising, franchising, profitability, restaurants. An Analysis of Senior U.S. Advertising Executives’ Perceptions of Internet Communication Benefits Padmini Patwardhan and Hemant Patwardhan This study empirically examined current perceptions of internet capabilities for marketing and marketing communications among senior advertising professionals in the United States through an email survey of senior advertising agency executives. Overall opinion about internet use as a marketing tool was highly positive. Factor analysis identified six specific internet benefit dimensions: Cost/Time Efficiency, Customer Orientation, Customer Interactivity, Promotional Use, Personal Contact Replacement, and a more general benefit—Overall Value of Internet in Marketing. While Customer Orientation and Customer Responsiveness benefits were seen as significant drivers of future web site activity by clients, Cost/Time Efficiency and Customer Orientation were seen as significantly contributing to a company’s competitive business edge. Managerial implications are that, at present, senior agency personnel are more confident about the internet’s role in business building rather than brand building, and consider this role as more influential in improving competitiveness, and making recommendations about web site usage to clients. KEYWORDS. Advertising, agencies, clients, competitiveness, customers, executives, internet, management. INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building Saravudh Anantachart This article links the integrated marketing communications (IMC) concept to the planning process in marketing. Following the current conceptualizations as a combination of various marketing communications tools, IMC strategy is applied to an established strategic market planning model named the Boston Consulting Group (BCG)’s growth-share matrix. Advertising, public relations, sales promotion, and direct marketing are defined as crucial elements for the core scheme. Alternative strategies for brands in different stages are identified from the product portfolio analysis. The view may also be thought as the on-going process of building and maintaining brand equity for consumers in the long-term period. Conceptual discussions are expected to help marketers think more strategically as they plan IMC programs for their products or services. KEYWORDS. Boston Consulting Group (BCG)’s growth-share matrix, brand equity, integrated marketing communications (IMC), market planning, strategic planning. 2 Probing Integrated Marketing Communications (IMC) in Turkey Figen Ebren, Philip J. Kitchen, Şafak Aksoy, and Erdener Kaynak This article reviews the literature on IMC and then examines its development empirically in Turkey. In this paper, we explore perceptions of IMC derived from a sample of advertising agency executives, and explore how perceptions of IMC within the developing country of Turkey. The main aim of the survey was to explore how agencies implement, coordinate, and evaluate IMC programs, and examine barriers relating to these. Managerial and public policy implications of the study are also offered. Findings underpin global adoption of IMC even in conditions of economic turbulence. Moreover, the findings confirm that IMC (in Turkey) as elsewhere is more related to tactical implementation of promotion than to strategic business development. KEYWORDS. Advertising, integrated marketing communications (IMC), measurement, public relations, Turkey. 3