The German advertising industry – from 1950 to 2018

IF 0.5 Q4 BUSINESS

Journal of Historical Research in Marketing Pub Date : 2019-10-18 DOI:10.1108/jhrm-09-2018-0042

D. Hesse, Katja Lurie

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引用次数: 1

Abstract

Purpose The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence. Design/methodology/approach The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation. Findings The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership. Originality/value This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.

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德国广告业——从1950年到2018年

目的本文旨在回顾1950年至2018年德国广告业的发展，特别关注美国的影响。设计/方法论/方法本论文采用口述历史方法论。内容基于对德国和美国广告业现任和前任专家的27次半结构化采访。对次要来源的分析支持了这一论点。发现由于新的专业标准、新的术语版本和市场营销理论的引入，美国对德国广告业的影响发挥了突出作用。然而，不兼容的管理风格、日益加剧的全球竞争和财务压力削弱了影响。同样，美国的干预并没有抑制德国特定行业特征的发展，例如强大的创业文化或可持续的领导力。创意/价值本文概述了德国广告的历史，重点介绍了1950年至2018年期间的广告代理商。此外，本文还评估了美国对德国广告业的特殊影响。此外，调查对象是德国广告业的特殊性，如机构领导人的特殊属性及其与客户的关系、所有权结构的不同版本、机构服务，以及创造力的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.