Advertising and the Internet : a study of agency-client expectations of the Internet as a promotional tool

Undoubtedly one of the most significant developments to affect marketing worldwide in the 21st century has been the development of the Internet. As a communication tool the Internet is emerging as a new challenge to mass media advertising. As a result advertising agencies need to readdress their techniques, services and agency structure. Additionally, the shape and form of the traditional advertising agency will need to change along with the adoption and usage of this new interactive media channel. Agencies are now being forced to consider broadening their service offerings to clients. Apart from widening their service offerings, advertising agencies are being driven to invest in building and sustaining valuable client relationships to establish client loyalty, with profit and a healthy bottom-line being the ultimate objectives. Bush, Bush and Harris (1998) point out however, that whilst a growing number of companies are interested in developing an online presence, significant confusion remains about what this new medium will offer stakeholders in the advertising industry. The study undertaken in this thesis explores the relationship between two influential stakeholders in the advertising industry - advertising agencies and their clients. To explore this relationship, the study modified Parasuraman, Zeithamal and Berry's (1988) SERVQUAL model to explore whether gaps exist between agency-client expectations of the value of the Internet as a promotional tool. The SERVQUAL model, which was designed for measuring gaps between service expectations and perceptions, was adapted for use in the business-to-business environment (B2B). In the marketing literature there is little evidence of B2B research in relation to agency-client relationships, nor has there been significant scholarly work exploring the effect of the introduction of the Internet as a promotional tool on the agency-client relationship. The research undertaken in this study aims to respond to this gap in the marketing literature by addressing the broad research question: &quotHow will the introduction of the Internet as a promotional tool impact agency-client relationships?" Undertaking a review of agency-client expectations of the value of the Internet will ascertain whether gaps exist between agency and client expectations of the value of the Internet as a promotional tool. The discovery of gaps in the agency-client relationship in relation to Internet perceptions will indicate potential opportunities and challenges that need to be addressed by advertising agencies interested in extending their advertising services to embrace the Internet as a promotional tool. A major assumption in this inquiry was that gaps would exist between agency and client perceptions of Internet value. In particular, that advertising agencies would perceive the Internet to be a more valuable promotional tool than their clients. This assumption was informed from mass media and industry press, which indicated that advertising agencies were embracing new advertising creative in website design and strategic marketing activities using interactive media such as newsgroups and email to reach customers. However, the research of Bush et al. (1998) and Ducoffe (1996) suggests that little is known about the value of these Internet-based activities. Such thinking raises questions, such as: are advertisers feeling compelled to jump on the Internet bandwagon because of its popularity, or are businesses' desires to use Internet advertising a manifestation of Internet hype? To begin to answer these questions advertising industry stakeholders need to identify whether gaps do exist between agency and client perceptions of the value of the Internet as a promotional tool. The existence of such gaps could lead to tension in the agency-client relationship, which may ultimately mean a loss of client accounts for the advertising agency. Identifying and remedying such gaps could therefore aid in ensuring long-term and profitable working relationships with the agency's clients. To undertake this advertising industry research and respond to the research questions in this study an international advertising agency network, made up of 206 offices in 90 countries and a selection of their clients, were recruited to participate in the study. A two stage survey method approach was adopted because it was a time-efficient and affordable method for collecting detailed information from a dispersed network of professionals. The survey tool was a web-based questionnaire which was firstly submitted to a selection of advertising agencies within the international agency network. On completion of the questionnaire, agencies were asked to provide contact details for their top three billing clients. The second stage of the survey research involved the submission of a client questionnaire to the client contacts provided by the advertising agency. Both questionnaires used a modified SERVQUAL multi-item scale to measure service expectations. Discrete agency and client questions were also included in the respective questionnaires to situate the SERVQUAL analysis within the context of Internet usage, value perceptions and organisational characteristics (e.g. agency size, advertising spend, experience in using interactive media). The major finding of this study is that within the international advertising agency network there were no significant gaps in agency-client expectations concerning the value of the Internet as a promotional tool. Whilst several statistical analyses were undertaken, including bivariate and multivariate techniques such as Pearson's Chi-Square cross-tabulations, independent t-tests and ANOVAs, no statistically significant results are reported. In fact, it was found that advertising agencies and clients have similar expectations of the value of the Internet as a promotional tool. Gaps actually exist in relation to the clients who use the Internet as a promotional tool and agencies who supply Internet advertising services. Many agencies within this international agency network were found to be actively using the Internet, but their Internet advertising functions were not being provided by their traditional advertising agency. Descriptive analyses reported in the findings from this research study indicate that advertising agencies in this international network need to better understand their clients' Internet promotion needs. This will ensure the establishment of healthy, profitable and long-term agency-client relationships in the future. The research findings from this study offer advertising agencies worldwide insight into client expectations of the Internet, as well as other agency services. Furthermore, the findings reported contribute to the current small body of research in relation to B2B relationships in the advertising industry. The groundwork is set for future analysis of agency-client relationships in the advertising industry. In summary, while gaps between agency and client expectations of the value of the Internet as a promotional tool were expected, this research study found that agency and client expectations are quite similar. Analysis did reveal that one important factor, which influences the agency-client relationship, relates to the provision of Internet advertising services. Specifically, when an agency is not responsible for developing and maintaining clients' Internet advertising, these clients are utilising services from external providers of Internet services. These new stakeholders, who provide specialist services (i.e. graphic design houses, Internet advertising specialists and client's in-house Internet services), are changing the competitive environment of advertising services in the industry. Another interesting discovery, specific to the sample population, was that one third of agencies within the study did not provide Internet advertising services to current clients. However, these agencies have clients that use Internet advertising. On the one hand, this finding indicates that opportunities exist for these agencies to extend their service portfolio to embrace Internet advertising. However, it also raises an important question: that is, have these agencies created greater competition by not providing a full service communication portfolio for clients? These factors, and other methodological issues will inform directions for future research to explain the influential role of the Internet within the agency-client relationship in the advertising industry

Addressing the Skills Awareness Gap through Impactful On-Campus Employment

The pressure and expectations on institutions of higher education to ensure that graduates are equipped with the skills required to successfully transition from a learning environment to the work force are increasing. Growing societal and political expectations to effectively prepare post-secondary graduates for successful career outcomes are intensifying. Ongoing criticism from employers indicates that many new graduates lack career readiness to enter the workforce, due to the absence of required skills, often referred to as a skills gap. These skills are regularly identified as soft, human, or non-technical, and transferrable across multiple settings. This Organizational Improvement Plan counters that position and proposes that the issue is not a skills gap but rather a skills awareness gap, with graduates unaware and unable to articulate the skills gained from various curricular and co-curricular learning experiences throughout university. To address this problem, a solution supported by the literature, and the knowledge and expertise of the change leader, proposes redesigning a large, on-campus employment program at Institution X into a High Impact Practice, increasing students’ awareness of the transferrable employability skills acquired though this experience. The solution is presented through transformational and collaborative leadership approaches and uses the Change Path Model (Cawsey et al., 2020) as an implementation framework. The Plan-Do-Study-Act Model of Improvement (Langley et al., 2009) and a Program Logic Model (Markiewicz & Patrick, 2016) are applied to iteratively monitor and evaluate the change. A detailed communication plan is outlined to garner support from various internal stakeholders to address the skills awareness gap and embrace the proposed changes to an established, existing on-campus employment program

Borneo coral reefs subject to high sediment loads show evidence of resilience to various environmental stressors

For reefs in South East Asia the synergistic effects of rapid land development, insufficient environmental policies and a lack of enforcement has led to poor water quality and compromised coral health from increased sediment and pollution. Those inshore turbid coral reefs, subject to significant sediment inputs, may also inherit some resilience to the effects of thermal stress and coral bleaching. We studied the inshore turbid reefs near Miri, in northwest Borneo through a comprehensive assessment of coral cover and health in addition to quantifying sediment-related parameters. Although Miri’s Reefs had comparatively low coral species diversity, dominated by massive and encrusting forms of Diploastrea, Porites, Montipora, Favites, Dipsastrea and Pachyseris, they were characterized by a healthy cover ranging from 22 to 39%. We found a strong inshore to offshore gradient in hard coral cover, diversity and community composition as a direct result of spatial differences in sediment at distances <10 km. As well as distance to shore, we included other environmental variables like reef depth and sediment trap accumulation and particle size that explained 62.5% of variation in benthic composition among sites. Miri’s reefs showed little evidence of coral disease and relatively low prevalence of compromised health signs including bleaching (6.7%), bioerosion (6.6%), pigmentation response (2.2%), scars (1.1%) and excessive mucus production (0.5%). Tagged colonies of Diploastrea and Pachyseris suffering partial bleaching in 2016 had fully (90–100%) recovered the following year. There were, however, seasonal differences in bioerosion rates, which increased five-fold after the 2017 wet season. Differences in measures of coral physiology, like that of symbiont density and chlorophyll a for Montipora, Pachyseris and Acropora, were not detected among sites. We conclude that Miri’s reefs may be in a temporally stable state given minimal recently dead coral and a limited decline in coral cover over the last two decades. This study provides further evidence that turbid coral reefs exposed to seasonally elevated sediment loads can exhibit relatively high coral cover and be resilient to disease and elevated sea surface temperatures

Impact of Market Ideology on Transnational Contract Law

As world trade expands to the remotest of venues, commercial laws that encompass transnational jurisdictions become increasingly important. The appropriateness of these laws rely, inter alia, on the strength of the assumptive base supporting such transnational laws of commerce. As this article explains, transnational contract law\u27is not the product of the Immaculate Conception; it is the anachronistic progeny of certain European laws that emerged during the Industrial Revolution. As such, transnational contract law inherits many of the characteristics of its progenitors. Those characteristics, however, become awkward when viewed through a contemporary institutional context that diverges from the prevailing social arrangements of the Industrial Revolution

Student Affairs in Canada in 2013 Perceptions, Trends, and an Outlook toward the Future

Chief Student Affairs Officers (CSAOs) are senior-level student affairs personnel. In 2011, 33 CSAOs responded to a national survey and provided a professional perspective on field development, student services, as well as predicted five-year trends for student affairs. In 2013, 17 CSAOs responded to the same survey and provided further information on these topics. Results indicated that attitudes towards diversity and technology remained stable between 2011 and 2013. We established that CSAOs have less positive attitudes towards research, evaluation, and assessment than they do towards communication and leadership. Here, we discuss at length the implications of these finding, as well as the potential for research into student affairs. In addition, we examine the continued professionalization of the CSAO field and note that research into CSAOs should be proactive instead of reactive. &nbsp;Les directeurs des affaires étudiantes sont des membres du personnel des affaires étudiantes aux niveaux supérieurs. En 2011, 33 de ces directeurs ont répondu à un sondage national et fourni une perspective professionnelle sur la mise en valeur de leur domaine, sur les services aux étudiants, ainsi que sur leurs prédictions des tendances des cinq prochaines années pour les affaires étudiantes. En 2013, 17 directeurs ont répondu au même sondage et ont fourni plus de données sur ces mêmes sujets. Les résultats indiquaient que les attitudes envers la diversité et la technologie étaient demeurées stables entre 2011 et 2013. Nous avons pu établir que les directeurs présentent des attitudes moins positives envers la recherche, l’évaluation et les épreuves, qu’envers la communication et le leadership. Nous nous attardons ici sur les implications de ces découvertes, de même que sur leur potentiel pour la recherche au sujet des affaires étudiantes. Nous discutons aussi de la professionnalisation du domaine des directeurs des affaires étudiantes et notons que la recherche au sujet des directeurs doit être proactive plutôt que réactive

Cognitive Behavioural Therapists’ Experiences of Working Remotely With Language Interpreters

In the United Kingdom, approximately one million people cannot speak English well enough to access therapy in English. If there is no shared language used by both the client and therapist, then individuals require access to an interpreter so that they receive an equitable service. Research highlights the anxiety and pressures that working with an interpreter can bring for professionals. In light of the Coronavirus pandemic and increased remote working, this research aimed to explore the experience and perspectives of cognitive behavioural therapists working with language interpreters remotely. Semi-structured interviews were conducted with eighteen participants who were asked about their experience of working with interpreters remotely. Data was analysed using Braun and Clarke’s six phases of reflexive thematic analysis (Braun & Clarke, 2019; Braun & Clarke, 2006). The analysis resulted in five main themes being constructed: the system doesn’t make it easier; therapist values of inclusive and self-reflective practice; working in a culturally sensitive way; the powerful role of the interpreter and remote therapy – different landscape, different journey. In total, 17 subthemes were created. Findings offer an understanding of how working with an interpreter impacts CBT ways of working. The findings draw attention to the impact of the organisational context where therapists work. The results also offer an insight into the relationship dynamics when introducing a third person in a remote setting as opposed to the traditional client-therapist dyad. Findings are considered in relation to competencies and therapeutic skills. Training and learning needs are highlighted, along with service level implications