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A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry
The advertising industry is one that is barraged with problems that are found both within the agency environment and within the client-agency relationship. The problems identified have been categorised, by this report, into the areas: the agency environment that has changed due to technology; the in...
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| Format: | Thesis |
| Language: | English |
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Department of Construction Economics and Management
2016
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| _version_ | 1867613328203841536 |
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| access_status_str | Open Access |
| author | Lichtenstein, Alon |
| author2 | Bowen, Paul |
| author_browse | Bowen, Paul Lichtenstein, Alon |
| author_facet | Bowen, Paul Lichtenstein, Alon |
| author_sort | Lichtenstein, Alon |
| collection | Thesis |
| description | The advertising industry is one that is barraged with problems that are found both within the agency environment and within the client-agency relationship. The problems identified have been categorised, by this report, into the areas: the agency environment that has changed due to technology; the inner-workings of the agency network; and the client-agency relationship. This research report focuses on the briefing stage of the advertising projects with a view to study the management process used to achieve clarity therein, in an endeavour to better understand problems the agency environment faces. Further, this study explored if an alternate method, Value Management (VM), can be implemented during the briefing stage of advertising projects. The effects were assessed and a further examination conducted to assess if the use of VM can remedy some of the problems facing the agency environment. As VM is designed to improve the value of a particular product offering, its application should positively impact on both advertising agency projects and client-agency relationships. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/16338 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:34:23.309Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2016 |
| publishDateRange | 2016 |
| publishDateSort | 2016 |
| publisher | Department of Construction Economics and Management |
| publisherStr | Department of Construction Economics and Management |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/16338 A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry Lichtenstein, Alon Bowen, Paul Project Management The advertising industry is one that is barraged with problems that are found both within the agency environment and within the client-agency relationship. The problems identified have been categorised, by this report, into the areas: the agency environment that has changed due to technology; the inner-workings of the agency network; and the client-agency relationship. This research report focuses on the briefing stage of the advertising projects with a view to study the management process used to achieve clarity therein, in an endeavour to better understand problems the agency environment faces. Further, this study explored if an alternate method, Value Management (VM), can be implemented during the briefing stage of advertising projects. The effects were assessed and a further examination conducted to assess if the use of VM can remedy some of the problems facing the agency environment. As VM is designed to improve the value of a particular product offering, its application should positively impact on both advertising agency projects and client-agency relationships. 2016-01-12T11:16:01Z 2016-01-12T11:16:01Z 2009 Master Thesis Masters MSc (Project Management) http://hdl.handle.net/11427/16338 eng application/pdf Department of Construction Economics and Management Faculty of Engineering and the Built Environment University of Cape Town |
| spellingShingle | Project Management Lichtenstein, Alon A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| thesis_degree_str | Master's |
| title | A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| title_full | A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| title_fullStr | A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| title_full_unstemmed | A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| title_short | A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| title_sort | study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry |
| topic | Project Management |
| url | http://hdl.handle.net/11427/16338 |
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