Date of Award

2017

Document Type

Thesis

Department

Business Administration

First Advisor

Chuck Nobles

Subjects

Advertising agencies -- Effect of technology on, Advertising -- Technological innovations, Internet advertising

DOI

10.15760/honors.399

Abstract

As a senior at Portland State University I have been exposed to many real-life advertising situations. This immersion in the advertising world has been an invaluable experience that has given me significant insight into advertising agencies and their operations from multiple different positions throughout the typical firm. This experience has helped me shape my thesis into a question that is relevant not only for the advertising community as a whole but also as someone hoping to enter the field within the next few years.

My goal for this thesis is not to simply gain total knowledge in one specific area of advertising, but to create an accurate perspective of the advertising ecosystem and all the businesses and people that interact with or depend on it, as it exists today. I will go in depth on all the aspects of the “advertising ecosystem” later in this paper,) I am using this terminology as an overarching term for all businesses that rely or drive any form of work related to advertising). These businesses can range from the advertising firm itself to the catering business that supplies sandwiches for a Nike photo-shoot. As a soon-to-be college graduate, it’s important to know exactly what the climate is for any potential field of work.

I came to my topic by researching trends in the advertising ecosystem that have come about with the increased use of the Internet and technology in business. Almost everyone can not only advertise for themselves, but can also have access to a multitude of analytic tools that would previously have only been available to advertising and marketing professionals. There are a growing number of firms who use social media and low-cost creative departments, and whose success now threatens the larger advertising agencies. Because only a relatively few brands and companies have the funds to access larger more traditional firms, more small and micro businesses are turning to the only alternatives most of them can afford. For clarification, the traditional advertising firm is an all in-house firm that deals with every aspect of the advertising process from the PR to coupon development and media buying. These traditional firms are priced in one of three ways that I will explain further in my thesis. These firms tend to be more costly than most brands can afford.

As I will discuss in my thesis the growing importance of small advertising firms has had reverberating effects on not only the industry but also the employees of the firms in question. Technology and the evolving tools of the Internet have allowed many brands and companies to reconsider the need for the traditional advertising agency, and has allowed for the growth of more non-traditional advertising shops.

Persistent Identifier

http://archives.pdx.edu/ds/psu/20378

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