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Essay / Research Paper Abstract
This 5 page paper presents an overview of advertising in the U.S. and how its corporate culture has an effect on its management style. McCann Erickson is used as an example. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: RT13_SA206Ad.rtf
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Unformatted sample text from the term paper:
in this industry are structured and managed, are varied. That is, while the firms in New York City contain a very creative and unstructured environment, some businesses outside of the
city contain other environmental problems that contribute to the mismanagement and lack of success of the organization. Yet, within the United States many of the agencies share certain similarities.
Advertising Agencies are nothing without the people who work in them and they in fact do provide the culture (Hatfield, 2000). That said, authors contest the notion
that many embrace and claim that in fact staff moves around a lot regardless of cultures so the theory is flawed (2000). The author makes a good point, and questions
which agency is that same as it was twenty years ago (2000). Obviously the answer is none, but the author may miss the point. The reason for the changes are
not necessarily the changes of the people in terms of culture, ethnicity and so forth, but changes within society. Larger changes in the dominant culture along with globalization, automation and
the incredible advent of the Internet has made great improvements in business management paradigms and organizations. One might also negate the authors contention that the people vary and so does
culture by pointing out regional differences. While New York City is a hip melting pot that is constantly changing, and is always up on the latest trends, ad agencies outside
of the region such as Trone in Greensboro or Coyne Beahm in Winston-Salem, both in North Carolina, fail to measure up. Coyne Beahm with its prayer meetings reflect the
religious southern culture, something that is contrary to the sophisticated attitudes of New York ad agency culture. In fact, advertising agencies outside of New York City have unique cultures which
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