The Agency in Cyberspace: A Content Analysis of Ad Agency Homepages

Journal of Contemporary Business Issues, Vol. 12, No. 2, pp. 74-80, 2004

32 Pages Posted: 16 Jan 2012

See all articles by R. Zachary Finney

R. Zachary Finney

affiliation not provided to SSRN

Richard Parker

Astra Meridian Consulting

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Robert Orwig

North Georgia College & State University

Date Written: January 16, 2012

Abstract

The Internet is changing the nature of marketing communications. Through the Internet, buyers have "real-time" access to businesses across the world. Interestingly, in spite of a number of studies that investigate the Internet's impact on advertising messages, to date, no one has examined the Internet's impact on the advertising agency. In this study, we begin to fill this “gap” in the literature. We conducted a content analysis of advertising agency homepage to determine how agencies use the web to communicate with current and potential customers. Specifically, we examine two broad questions: 1) what percentage of leading U.S. advertising agencies have a web presence?, and 2) for what purposes do ad agencies use their homepages? To answer the second question, we investigate three specific aspects of the homepage: a) communication strategy, b) interactivity, and c) the degree to which the homepage lists firm credentials.

Keywords: ad agency, interactive, corporate advertising

Suggested Citation

Finney, R. Zachary and Parker, Richard and Scheinbaum, Angeline Close and Orwig, Robert, The Agency in Cyberspace: A Content Analysis of Ad Agency Homepages (January 16, 2012). Journal of Contemporary Business Issues, Vol. 12, No. 2, pp. 74-80, 2004. Available at SSRN: https://ssrn.com/abstract=1985949

R. Zachary Finney

affiliation not provided to SSRN ( email )

Richard Parker

Astra Meridian Consulting ( email )

Nashville, TN

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Robert Orwig

North Georgia College & State University ( email )

Dahlonega, GA 30597
United States

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