Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies

OConnor Huw; Koslow Scott; Kilgour Mark; Sasser Sheila L.

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Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies

机译：营销客户真的能得到他们应得的广告吗？澳大利亚和新西兰代理商在策略和原创性之间的权衡

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This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand agencies. The role of client willingness to explore ideas is again found to be a critical reason why some clients receive more creative campaigns that others. Although some of the complex interactions found by Koslow, Sasser, and Riordan (2006) were not replicated, additional analyses suggest other patterns in the data. Some marketer-related factors, such as client sophistication and the use of consumer research, improve how strategic campaigns are, but they do so at the cost of originality. The net effect on the total creativity of a campaign may be minimal, but the creative character may change dramatically. Again, marketers seeking accountability for their campaigns' creativity need look no further than themselves.

机译：本文通过Koslow，Sasser和Riordan（2006）的调查，复制了客户在其代理商的广告开发过程中所扮演的角色，但使用了澳大利亚和新西兰代理商的数据。再次发现，客户愿意探索想法的作用是某些客户比其他客户获得更多创意活动的关键原因。尽管Koslow，Sasser和Riordan（2006）发现的一些复杂的相互作用没有被复制，但其他分析表明数据中存在其他模式。一些与营销人员相关的因素（例如客户的复杂程度和对消费者研究的使用）可以改善战略性活动的方式，但这样做却要以独创性为代价。对广告活动的总体创造力的净影响可能很小，但创造力可能会发生巨大变化。再次，寻求对广告活动的创造力负责的营销人员需要的只是他们自己。

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《The Journal of Advertising》 |2016年第1期|147-155|共9页
作者
OConnor Huw; Koslow Scott; Kilgour Mark; Sasser Sheila L.;
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作者单位

Univ Waikato, Waikato Management Sch, Dept Mkt, Hamilton, New Zealand;

Macquarie Univ, Fac Business & Econ, Dept Mkt & Management, Sydney, NSW 2109, Australia;

Univ Waikato, Waikato Management Sch, Dept Mkt, Hamilton, New Zealand;

Eastern Michigan Univ, Coll Business, Dept Mkt, Ypsilanti, MI 48197 USA;

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Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies

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