Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Autor:	Amy Carroll, Keith Fletcher, Eusebio Scornavacca, Stuart J. Barnes
Rok vydání:	2007
Předmět:	Marketing Sms advertising business.industry Communication media_common.quotation_subject Identity (social science) Face (sociological concept) Small sample Advertising Public relations Genius Negotiation Perception Agency (sociology) Sociology business media_common
Zdroj:	International Journal of Advertising. 26:79-98
ISSN:	1759-3948 0265-0487
Popis:	Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of identity.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1892ed55dee75d3ee54bf1954d12f8fd https://doi.org/10.1080/02650487.2007.11072997 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
Nepřihlášeným uživatelům se plný text nezobrazuje	K zobrazení výsledku je třeba se přihlásit.