1,720,977 research outputs found
Le agenzie di comunicazione nel nuovo scenario dell'Integrated Marketing Communication. Innovazione, competizione e relazioni
No full textIl volume si inserisce nel filone di studi sull’Integrated Marketing Communication (IMC), per approfondire il tema dell’evoluzione delle agenzie di comunicazione alla luce dei profondi mutamenti di scenario innescati principalmente, ma non esclusi-vamente, dalla rivoluzione digitale. L’oggetto di analisi è ampio perché comprende sia gli attori “tradizionali”, cioè quelle realtà nate prima della rivoluzione digitale - agenzie pubblicitarie, centri media e agenzie di relazioni pubbliche – sia i “nuovi” attori – come le digital agency - che hanno fatto il loro ingresso nel mercato dei servizi per la comunicazione a partire da questa discontinuità di scenario.
A seguito della sistematizzazione della letteratura sull’evoluzione dell’IMC, degli attori tradizionali, delle relazioni agenzia-cliente e delle caratteristiche dei nuovi entrati nel mercato, si descrivono nel libro i risultati di una ricerca esplorativa qualitativa che ha coinvolto professionisti della comunicazione appartenenti al mondo delle associazioni di categoria, delle agenzie (pubblicitarie, di relazioni pubbliche, specializzate, digitali, centri media, concessionarie) e delle imprese inserzioniste. Sul piano della ricerca empirica, sono state adottate due differenti prospettive di indagine: (i) una “trasversale” che, volendo fornire una lettura inter-categoria dei fenomeni osservati, ha portato all’elaborazione di originali framework interpretativi del cam-biamento; (ii) una “verticale” che, prendendo in esame il punto di vista peculiare di rispondenti appartenenti a categorie di agenzia molto differenti in termini di heritage e di value proposition, ha consentito di delineare le specificità dei diversi attori - tradizionali e nuovi - sotto il profilo strutturale, competitivo e relazionale.
Attraverso la lettura combinata del “vecchio” e del “nuovo” mondo d’agenzia, il volume propone, dunque, una rappresentazione completa del nuovo territorio d’offerta di servizi per la comunicazione di marketing a disposizione delle imprese per costruire e trasferire quel dinamico valore di marca oggi al centro delle strategie competitive.The volume is part of the stream of studies on Integrated Marketing Communication (IMC) and aims to deepen the theme of the evolution of communication agencies in light of the relevant changes in the scenario triggered mainly, but not exclusively, by the digital revolution. The object of analysis is broad because it includes both "traditional" actors, ie those born before the digital revolution (advertising agencies, media centers and public relations agencies) - and the "new" actors (such as digital agencies)- who have made their entry into the market for communication services starting from this discontinuity of scenario.
Following the systematization of the literature on the evolution of the IMC, of the traditional players, of the agency-client relationships and of the characteristics of the newcomers to the market, the book describes the results of a qualitative exploratory research that involved professionals belonging to associations, agencies (advertising, public relations, specialized, digital, media centers) and advertisers. On the level of empirical research, two different perspectives of investigation have been adopted: (i) a "transversal" one which, in order to provide an inter-category reading of the observed phenomena, has led to the elaboration of original interpretative frameworks of change; (ii) a "vertical" perspective that, taking into consideration the peculiar point of view of respondents belonging to different categories of agency, has allowed to delineate the specificities of the different actors - traditional and new - in terms of the structural, competitive and relational profile.
Through the combined reading of the "old" and the "new" world of agency, the volume proposes, therefore, a complete representation of the new territory offering of the services for marketing communication available to advertisers to build and transfer their dynamic brand value
Il piano di marketing
No full textRiprendendo i principali aspetti della pianificazione, il capitolo illustra le diverse tipologie di piano, approfondendo in particolare il piano di marketing strategico. Si descrivono le principali sezioni di questo documento, per poi concentrarsi sinteticamente sull'esecuzione del piano. In ultimo, si richiama il principio fondamentale al quale deve ispirarsi il piano di marketing strategico: la coerenza. Il capitolo è corredato da un caso finale che descrive sinteticamente il Premio Marketing per l'Università
La marketing intelligence
No full textDopo una disamina sulla rilevanza dell'informazione per il marketing, il capitolo descrive le diverse ricerche di marketing (market research, consumer insight, market measurement) per poi riprendere i principali approcci del metodo scientifico (induttivo e deduttivo). Si illustrano le peculiarità dell'approccio qualitativo e quantitativo, per poi descrivere le fasi, i soggetti e i documenti del processo di ricerca
L’evoluzione delle relazioni tra agenzia e cliente nel communication network. La prospettiva dei partner di comunicazione
No full textObiettivi. Il paper intende contribuire alla letteratura accademica sugli attori della comunicazione di marketing, analizzando in modo olistico un aspetto finora poco approfondito nell’ambito del nuovo scenario comunicativo: le fondamentali direttrici del cambiamento nelle relazioni tra clienti (inserzionisti) e partner della comunicazione (es. agenzia pubblicitaria, centro media, digital agency).
Metodologia. È stata condotta una ricerca qualitativa esplorativa basata su interviste in profondità (n=53) a figure apicali di diverse categorie di attori del communication network. I dati sono stati elaborati con la “cognitive mapping technique”.
Risultati. Adottando il punto di vista dei partner di comunicazione, sono stati delineati due framework interpretativi relativi, da una parte, ai driver e agli aspetti chiave che qualificano il nuovo scenario comunicativo, e dall’altra, ai conseguenti effetti in termini relazionali (agenzia-cliente).
Limiti della ricerca. Lo studio presenta i limiti della ricerca qualitativa in merito alla non rappresentatività dei risultati, che non possono essere estesi a individui non compresi nel set d’indagine. Inoltre, la ricerca si concentra su agenzie operanti in Italia.
Implicazioni pratiche. L’approfondimento olistico degli aspetti chiave del mutato scenario, unitamente alla comprensione delle conseguenze dirette e indirette in termini relazionali per i diversi attori, può contribuire al miglioramento delle performance complessive del communication network e dei singoli player.
Originalità del lavoro. Il lavoro propone per la prima volta sia una visione dell’evoluzione relazionale trasversale (olistica) alle diverse categorie di attori (tradizionali e nuovi) sia una lettura “verticale”, focalizzata sulle specificità dei punti di vista in base alle differenti tipologie di agenzia.Objectives. The paper aims to contribute to the academic literature on the marketing communication players by analyzing in a holistic way a key issue so far little depth within the new communication scenario: the main lines of change in the relationship between clients (advertisers) and communication partners (e.g. advertising agency, media center, digital agency).
Methodology. Qualitative exploratory research was conducted based on in-depth interviews (n= 53) with senior consultants belonging to different actors’s categories within the communication network. The data were analyzed using the cognitive mapping technique.
Findings. Adopting the communication partners’ standpoint, two interpretative frameworks were developed with respect to: (1) drivers and key issues that qualify the new communication scenario, and (2) consequent effects in terms of relationships’ evolution (agency-client).
Research limits. This study shows the limits of qualitative research on the non-representativeness of results. Furthermore, the research has been concentrated on agencies operating in Italy.
Practical implications. The holistic interpretation of key issues that qualify the new scenario, along with the understanding of the direct and indirect consequences in terms of relationships for the various actors, could contribute to improving the performance of both the overall communication network and single players.
Originality of the study. The article proposes for the first time a twofold vision of the client-agency relational evolution: the first is transversal (holistic) to the different agency’s categories (traditional and digital), while the second is “vertical”, emphasiziyng the specificity of points of views according to the different types of agency
The evolution of agency-client relationships within the communication network in Italy. The perspective of communication partners
No full textPurpose of the paper. Due to the digital revolution, the agency-client relationship has become more complex. Fitting into the recent academic literature on this topic, this study aims to deepen and conceptualise the agency-client relationship evolution in Italy. We adopted a twofold perspective: (i) “transversal”, to acquire the holistic vision of emerging issues of the new communication scenario and their consequent effects on the relational dynamics of agency-client for all the players (i.e., advertising and PR agency, media centre, digital agency) and (ii) “vertical”, to better emphasise the specificities of each category of the agency.
Methodology. Qualitative exploratory research was conducted based on in-depth interviews (n=53) with senior consultants belonging to different categories of players within the communication network. The data were analysed using qualitative content analysis and the cognitive mapping technique.
Findings. By adopting the communication partners perspective, two interpretative frameworks were developed with respect to (1) key emerging issues that define the new communication scenario and (2) consequent effects on the evolution of the agency-client relationship. Specific themes emerged in the relational dynamics of the agency’s various categories.
Research limits. This study shows the limits of qualitative research on the non- representativeness of results.
Practical implications. The holistic interpretation by the various actors of key issues that qualify the new scenario, along with the understanding of their consequent effects on agency-client relationships, could contribute to improving the performance of each player and, in this way, of the entire communication network.
Originality of the paper. The study explores the agency-relationship evolution in Italy, a context that has still not been studied in-depth, while presenting relevant aspects of marketing communication. Additionally, the article proposes a twofold vision of the client-agency relationship evolution, i.e."transversal” and “vertical”, for the first time
Inclusive branding approaches: a conceptual framework
No full textThe evolving role of marketing and brands as catalysts for social change is crucial for scholars and practitioners. Increasingly, citizens and consumers expect companies to take a stand and address environmental, social, and political issues. In this scenario, inclusive branding, which incorporates Diversity, Equity, and Inclusion (DEI) principles into brand management, has become increasingly important, also due to pressures from activist movements like Black Lives Matter and #MeToo. However, the concept of inclusive branding is still in its early stages of development and the potential role that brands may play in meeting these consumer demands is currently limited. In light of these gaps, this conceptual paper aims to develop a theory-based typological framework that outlines the fundamental strategic approaches to inclusive branding. Moreover, defining the concept of inclusive brand, the study seeks to explore its dimensions.
The study introduces the "DEI triad", comprising depth, breadth, and intersectionality, to capture the heterogeneity in applications of DEI principles into brand management. Depending on the level of development of these three dimensions, two contrasting approaches (i.e., strategic and tactical approaches) are identified. Using Netflix as a case vignette, the paper illustrates best practices in adopting a strategic approach. The study contributes to the growing field of inclusive branding by introducing a cohesive framework that delineates the main brand approaches to DEI - overcoming the limited and fragmented perspectives in previous managerial and academic literature - and deepens the DEI-based brand identity, which was not addressed in previous studies
Green funerals: Technological innovations and societal shifts toward sustainable death care practices
No full textThe death care industry faces many environmental, societal, and health-related challenges. Green funerals constitute an alternative and more sustainable death care practice, as they use nontoxic preservation techniques and biological material, thereby enabling a reduction in environmental degradation and protecting the wellbeing of the society. This study investigates the factors influencing consumer behavioral intention in the green funeral industry through a survey of 627 Italian consumers. The findings indicate that, in addition to rational considerations, anticipated negative emotions and personal moral norms significantly affect the adoption intention of green funerals. In addition, the obtained results reflect a broader cultural shift in post-secular societies where, along with a decline in strict adherence to religious dictates, there is a growing openness toward alternative funeral practices that align more closely with environmental values. Based on these outcomes, valuable implications are provided for scholars, green funeral industry players, and policymakers that can foster consumers' adoption of green death practices and a transition toward a more sustainable society. By investigating consumers' intention to adopt green funerals, this study constitutes a meaningful addition to the body of research on sustainable consumption, extending it to unsought product categories and shedding light on a socially relevant phenomenon
Traditional agencies on bridges: How is digital transformation changing business models?
No full textDigital technologies produce new strategic and organizational challenges for incum- bent firms that require major digital transformation (DT) processes, leading to the evolution of business models (BMs). Contributing to the research stream on DT and BM evolution, this study explores which technologies have the most relevant effect on core BM dimensions, i.e., value proposition, value creation, and value cap- ture, by investigating both the consequent themes and intensities of change in these dimensions. A valuable context for analysis was chosen: the advertising industry and traditional communication agencies, namely, creative and media agencies. Based on 38 in-depth interviews with senior communication professionals and qualitative content analysis, we propose a comprehensive reading of (1) the impact of specific technologies on different BM dimensions and components and (2) the themes and intensities of change in creative and media agencies’ BM dimensions. Finally, we outline an interpretative framework, identifying two different paths for incumbents: outside-in BM adaptation and inside-out BM innovation. This study therefore offers two academic contributions. First, it overcomes the vagueness of previous investi- gations that considered the effects of digital technologies in general terms, and it also resolves the narrow scope of research that focused only on the impact of one specific technology. Second, by deepening the understanding of the joint evolutions and intensities of change across all three BM dimensions, this study has widened the limited scope of previous contributions on one BM dimension. By doing so, it offers a comprehensive reading of BM dynamics due to DT
Creative crowdsourcing e dinamiche relazionali nella comunicazione di marketing. Il caso del network di Zooppa
No full textObiettivi. Il lavoro ha l’obiettivo di analizzare l’evoluzione del network della comunicazione di marketing in conseguenza dello sviluppo di nuove piattaforme specializzate nella fornitura alle imprese (brand, agenzie tradizionali, digital agency e centri media) di servizi creativi di tipo crowd-driven.
Metodologia. Il disegno della ricerca è di tipo esplorativo e si basa sull’analisi qualitativa di un cross-sectional embedded single-case study. L’unità d’analisi è il network di comunicazione che si sviluppa intorno a Zooppa, una delle principali piattaforme di creative crowdsourcing nello scenario di riferimento internazionale.
Risultati. Sono stati delineati gli obiettivi perseguiti dai diversi attori del network (brand, agenzia, creativi del crowd) attraverso il ricorso alla piattaforma di creative crowdsourcing, nonché l’evoluzione degli attori stessi in termini di ruoli nelle nuove dinamiche relazionali. È stato, infine, elaborato un framework concettuale relativo alle architetture crowd-driven emergenti, seguendo le opposte spinte della disintermediazione e della re-intermediazione.
Limiti della ricerca. La ricerca, essendo di tipo qualitativo, non può assumere una validità di ordine generale. Tuttavia, gli insight di questo studio possono orientare future ricerche – qualitative e quantitative - sul creative crowdsourcing in un’ottica relazionale.
Implicazioni pratiche. I risultati offrono utili suggerimenti ai diversi attori del communication network al fine di cogliere le opportunità di innovazione offerte dal creative crowdsourcing.
Originalità del lavoro. I risultati del lavoro contribuiscono alla letteratura sul creative crowdsourcing e sull’evoluzione del marketing communication network, fornendo per la prima volta un’approfondita lettura del fenomeno in chiave relazionale secondo la prospettiva di tutti gli attori coinvolti.Purpose of the paper: Our study aims to analyze the evolution of the marketing communication network as a consequence of the development of new platforms specialized in supplying crowd-driven creative services to di erent businesses (i.e., brand, traditional agency, digital agency and media agency).
Methodology: An exploratory research design has been drawn through the qualitative analysis of a cross-sectional embedded single-case study. The unit of analysis is the communication network developed around Zooppa, one of the leading creative crowdsourcing platforms in the international scenario.
Findings: The findings show the major objectives pursued by the various players in the network (i.e., brand, agency, creative members of the crowd) by using creative crowdsourcing platforms, as well as the players’ evolution in terms of roles within the new relational dynamics. Moreover, a conceptual framework relative to the emerging crowd-driven architectures has been elaborated, following the opposite forces of disintermediation and re-intermediation.
Research limits: Being qualitative, the research can not assume a general validity. However, the insights included in this study could guide future - qualitative and quantitative - research about the creative crowdsourcing dynamics in a relational perspective.
Practical implications: The results offer useful suggestions to the different businesses of the communication network (i.e., brand, agency, platform crowd- driven) with the aim to exploit innovation opportunities offered by the creative crowdsourcing.
Originality of the paper: This study contributes to the literature available about both the creative crowdsourcing and the evolution of the marketing communication network, and gives for the first time an in-depth relational interpretation of the phenomenon including the points of view of all the different players
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