Big deal

Date of publication: September 1, 1995

Abstract:

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.: Mora (Lever) and DE (Sara Lee), and five from big advertising agencies, e.g.: Saatchi & Saatchi and FHV/BBDO. Each of the respondents was confronted with twelve basic statements from advertising theory and then asked to generate his own most relevant ideas (working statements), five for each basic statement. The resulting 60 working statements (different for each individual respondent) were then submitted as Q sorts, to be applied to either eleven big advertisers, plus the ideal advertiser and the ideal agency; or to eleven advertising agencies, plus the ideal agency and the ideal advertiser. Orthodox factor analysis of the Q sorts produces a number of interesting results. First: most respondents show a consistent individual pattern with one very dominant factor (although there are some captivating exceptions). Secondly: respondents differ clearly as to the relative importance of the twelve original basic statements (and their own rewording of these). Thirdly: the respondents from big commercial firms are on the average rather different from the respondents from advertising firms; yet, the internal variation within each of the two groups is even more striking.

Marten Brouwer

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Nina Binnendijk

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