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This paper’s overall objective is to identify the opportunities, challenges, and effects of artificial intelligence in advertising agencies. The theoretical approach of the key concept of artificial intelligence - its definition, typologies and effects, is followed by a particularization of the term in the advertising sector, based on a synthetic review, through a secondary analysis of statistical data, of the main trends in the AI use in current Romanian and international advertising. Subsequently, the paper focuses on the applied approach, based on qualitative research carried out through interviews with both employees from advertising agencies without management positions and managers of departments and advertising agencies where the former work, in order to identify the advantages and disadvantages of working with AI, but also positive and negative effects of using AI in advertising organizations, proposals for improving activities in which AI is used and, not least, ethical challenges related to working with AI. The integration of artificial intelligence in the advertising industry presents remarkable potential for innovation and efficiency, but also the need for a responsible approach to emerging challenges. The research provided a solid foundation for understanding the complexity and dynamism of the relationship between AI and advertising, highlighting that long-term success depends on the industry's ability to navigate this ever-evolving technology landscape with caution. By fostering a harmonious collaboration between technology and creativity, the advertising sector can maximize the benefits of AI while ethically addressing the associated challenges.

The study proposes a new Islamic model for advertising agencies that embraces a normative perspective framed by Maqasid Al-Shari’ah. The phenomenological research design was adopted through semi-structured interviews carried out on 25 advertising industry practitioners and academicians well-versed in Maqasid Al-Shariah. The findings reveal that advertising agencies applied various Maqasid Al-Shari’ah principles in their codes of conduct, but they did not adhere to the same set of standards whilst academics recommended that Maqasid Al-Shari’iah elements be embedded in a standardised code of conduct and implemented in an ecosystem that ensures professionalism and sustainability. The study is significant as it examined both advertising agency and academic perspectives giving birth to the Model of the Implementation of the Advertising Codes of Conduct using Maqasid Al-Shari’ah that visualises how best to implement Maqasid Al-Shari’ah.

Social media has changed traditional advertising, driving, expanding, and shaping creativity in an advertising agency and challenging its existing creativity management. As such, it represents one of the most transformative impacts of information technology on advertising agency business and its management. Social media has altered dramatically the ways organizations relate to the markets and society, creating a new world of possibilities and challenges many aspects of an advertising agency, from organization and operations to innovation and creativity management. Furthermore, it outlines a broad research agenda for understanding the relationships among social media, advertising agencies, and creativity management. The goal of the paper is to propose the framework featuring the role of social media in creativity management and the connection with the creative process and successful management of an advertising agency. The contribution of this paper is the exploration of the social media role in advancing creativity management in advertising agencies.

Broadcasting Hollywood: The Struggle Over Feature Films on Early Television uses extensive archival research into the files of studios, networks, advertising agencies, unions and guilds, theatre associations, the FCC, and key legal cases to analyze the tensions and synergies between the film and television industries in the early years of television. This analysis of the case study of the struggle over Hollywood’s feature films appearing on television in the 1940s and 1950s illustrates that the notion of  an  industry misunderstands the complex array of stakeholders who work in and profit from a media sector, and models a variegated examination of the history of media industries. Ultimately, it draws a parallel to the contemporary period and the introduction of digital media to highlight the fact that history repeats itself and can therefore play a key role in helping media industry scholars and practitioners to understand and navigate contemporary industrial phenomena.

The behind-the-scenes story of how admen and sponsors helped shape broadcasting into a popular commercial entertainment medium. During the \"golden age\" of radio, from roughly the late 1920s until the late 1940s, advertising agencies were arguably the most important sources of radio entertainment. Most nationally broadcast programs on network radio were created, produced, written, and/or managed by advertising agencies: for example, J. Walter Thompson produced \"Kraft Music Hall\" for Kraft; Benton & Bowles oversaw \"Show Boat\" for Maxwell House Coffee; and Young & Rubicam managed \"Town Hall Tonight\" with comedian Fred Allen for Bristol-Myers. Yet this fact has disappeared from popular memory and receives little attention from media scholars and historians. By repositioning the advertising industry as a central agent in the development of broadcasting, author Cynthia B. Meyers challenges conventional views about the role of advertising in culture, the integration of media industries, and the role of commercialism in broadcasting history. Based largely on archival materials, A Word from Our Sponsor mines agency records from the J. Walter Thompson papers at Duke University, which include staff meeting transcriptions, memos, and account histories; agency records of BBDO, Benton & Bowles, Young & Rubicam, and N. W. Ayer; contemporaneous trade publications; and the voluminous correspondence between NBC and agency executives in the NBC Records at the Wisconsin Historical Society. Mediating between audiences' desire for entertainment and advertisers' desire for sales, admen combined \"showmanship\" with \"salesmanship\" to produce a uniquely American form of commercial culture. In recounting the history of this form, Meyers enriches and corrects our understanding not only of broadcasting history but also of advertising history, business history, and American cultural history from the 1920s to the 1940s.

Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.

This paper studies consumers’ revealed privacy choice in online display advertising using real-world transaction data from an ad exchange. We study consumer privacy choice in the context of online display advertising, where advertisers track consumers’ browsing to improve ad targeting. In 2010, the American ad industry self-regulated by implementing the AdChoices program: consumers could opt out of online behavioral advertising via a dedicated website, which can be reached by clicking the overlaid AdChoices icons on ads. We examine the real-world uptake of AdChoices using transaction data from an ad exchange. Though consumers express strong privacy concerns in surveys, we find that only 0.23% of American ad impressions arise from users who opted out of online behavioral advertising. We also find that opt-out user ads fetch 52% less revenue on the exchange than comparable ads for users who allow behavioral targeting. These findings are broadly consistent with evidence from the European Union and Canada, where industry subsequently implemented the AdChoices program. We calculate that the inability to behaviorally target opt-out users results in a loss of about $8.58 in ad spending per American opt-out consumer, which is borne by publishers and the exchange. We find that opt-out users tend to be more technologically sophisticated, though opt-out rates are also higher in older and wealthier American cities. These results inform the privacy policy discussion by illuminating the real-world consequences of an opt-out privacy mechanism.

Written by one of the worlds leading advertising men, Hegarty on Advertising contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal Vorsprung durch Technik. This revised and expanded edition discusses the changes that have taken place in the advertising industry and Hegartys own career since the original book was first published in 2011. Note: Best viewed on a colour device.

Purpose - The purpose of this paper is to examine female creatives' perceptions as to why there are so few women working as creatives (art directors, copywriters, and creative directors) in advertising.Design methodology approach - Interviews with 21 female creatives provided insights into reasons for underrepresentation. Inductive coding was used to allow themes and categories to emerge from the data. A social constructionist interpretation was used.Findings - Since both gender and creativity are socially constructed, doing gender in the masculine creative department impeded progress and job satisfaction for women. Because women were held accountable both to the norms of the masculine field and to the norms of femininity, their performance suffered as they tried to succeed in an inequitable system.Originality value - This paper examines how being a woman operating within a masculine paradigm might be especially difficult in creative fields. Because creativity is constructed based on mostly male gatekeepers using masculinity as a model, women are devalued and unable to influence the field of gatekeepers.