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Selecting advertising agencies : a seleção de Agências de Publicidade em Portugal
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Orientador(es)
Resumo(s)
Em Portugal, a APAN (Associação Portuguesa de Anunciantes) e a APAP (Associação Portuguesa das Empresas de Publicidade e Comunicação) sugerem-nos e subscrevem um guia de boas práticas, que nos diz que há que ter presente que os concursos são exercícios altamente dispendiosos e desgastantes, tanto para as agências como para os anunciantes e que a seleção e a retenção da agência certa, é fundamental para qualquer anunciante, dado o importante papel que estas desempenham na promoção da empresa e das suas marcas, tendo como objetivo último, a sua rentabilidade.
O objetivo deste estudo exploratório prende-se com estudar o comportamento de compra industrial dos anunciantes de modo a conseguir obter uma maior compreensão sobre o processo de pitch e a seleção de agências de publicidade em Portugal.
Com base numa abordagem qualitativa, estudaram-se as diferentes fases do processo de compra, quais os atores organizacionais envolvidos e qual o seu papel no processo. Subsequentemente, foram identificados quais os principais critérios utilizados pelos anunciantes na seleção de agências, os fatores que promovem a continuidade e as forças que levam à rutura das relações cliente-agência.
As conclusões deste estudo reforçam a necessidade, de clientes e agências, de fomentar o “fator humano”, incentivar a cooperação, colaboração e coordenação e procurar estabelecer relações de partilha.
In Portugal, APAN (Portuguese Association of Advertisers) and APAP (Portuguese Association of Advertising and Communication Companies) suggest and subscribe a best practice guide, which tells us that it should be noted that pitching are highly expensive and stressful exercises for both the agencies and advertisers and that the selection and retention of the right agency is essential to any advertiser, given the important role they play in promoting the company and its brands, with the ultimate goal, their profitability. The objective of this exploratory research relates to the study of the industrial buying behavior of advertisers to achieve greater understanding of the pitch process and the selection of advertising agencies in Portugal. Based on a qualitative approach, the study focused on the different stages of the buying process, on the organizational actors involved and what their role is in the process. Subsequently, we identified which the main criteria used by advertisers in the selection of agencies, the factors that promote continuity and the forces that lead to rupture of the client-agency relationships. The findings of this study support the need, for both clients and agencies, to foster the "human factor", to encourage cooperation, collaboration and coordination, and seek to establish relationships based on sharing.
In Portugal, APAN (Portuguese Association of Advertisers) and APAP (Portuguese Association of Advertising and Communication Companies) suggest and subscribe a best practice guide, which tells us that it should be noted that pitching are highly expensive and stressful exercises for both the agencies and advertisers and that the selection and retention of the right agency is essential to any advertiser, given the important role they play in promoting the company and its brands, with the ultimate goal, their profitability. The objective of this exploratory research relates to the study of the industrial buying behavior of advertisers to achieve greater understanding of the pitch process and the selection of advertising agencies in Portugal. Based on a qualitative approach, the study focused on the different stages of the buying process, on the organizational actors involved and what their role is in the process. Subsequently, we identified which the main criteria used by advertisers in the selection of agencies, the factors that promote continuity and the forces that lead to rupture of the client-agency relationships. The findings of this study support the need, for both clients and agencies, to foster the "human factor", to encourage cooperation, collaboration and coordination, and seek to establish relationships based on sharing.
Descrição
Mestrado em Marketing
Palavras-chave
Comportamento de Compra Organizacional Processo de compra relacionamentos empresariais processo de pitch agências de comunicação/ publicidade anunciantes critérios de seleção lealdade centro de compras unidade de tomada de decisão Organizational Buying Behaviour Buying Process Business relationships pitch process advertising agencies advertisers selection criteria loyalty buying center decision making unit
Contexto Educativo
Citação
Costeira, Alexandre Manuel Andrade. 2013. "Selecting advertising agencies : a seleção de Agências de Publicidade em Portugal". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão