The organizational impact of advertising awards

Author: Hester, Joe Bob

Advisor:

Educational level: Master of Arts

Discipline: Mass Communications

University: Texas Tech University

Abstract: The purpose of this study was to determine the organizational impact of Advertising awards by examining the reasons Advertising agencies enter awards competitions In a mail survey of the top 400 U.S. Advertising agencies, over one-third of the 103 respondents identified agency recognition, publicity, or visibility as the reason for entering awards shows. Other reasons identified were to improve employee morale, to motivate employees, and to inspire better creative work. Awards shows were also believed to have a positive effect on recruitment of top creative personnel. Respondents were also asked to evaluate certain specific awards shows. The results indicated that the National Addy Awards was the most often entered show, while the One Show was ranked highest in preference to enter and in quality of judging.

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Keywords: Creation, Advertising



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