Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with … larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the …, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each …

The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues …, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight … advertising and promotional practice. Political Economy examines how market forces, corporate ownership, and government policies …