By Anne M. Cronin
Delivering a close account of up to date open air advertisements and its courting with city house, this booklet examines what the outside advertisements tells us in regards to the advertisement construction of city house, what practices demonstrate approximately modern capitalism, and the way advertisements and billboard constructions interface with areas of town
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Extra resources for Advertising, Commercial Spaces and the Urban (Consumption and Public Life)
As a senior industry practitioner commented, In advertising and marketing services people use data in the most amazing ways, and it will not necessarily stand up to scrutiny. You know, hey, maybe that’s not what anyone in the marketing services industry wants ... They want to be roughly right rather than precisely wrong. (spokesperson, advertising trade association) To be ‘roughly right’ here translates as ‘sufficiently valid’, that is, capable of contributing to the performances of commercial relationships in ways which benefit all parties.
As I will explore, the data produced by these research projects are not necessarily viewed by its practitioners as accurate or ‘true’. Instead, the generation and circulation of marketing data forms an agreed currency: media owners continually generate ‘pitches’ in PowerPoint presentation form containing various types of market research data. These are presented to representatives of media agencies or specialist poster agencies (or, more rarely, directly to client firms) in face-to-face meetings.
This is one of the key factors that gives a specific character and orientation to the industry’s commercial experiments. It is recognised both in the industry itself and in academic studies that advertising’s impact on sales is a highly ambiguous area that is performed by claim and counter-claim in a highly competitive arena (Alvesson 1994; Kover and Goldberg 1995; Lury and Warde 1997; Miller 1997; Schudson 1993, The Industry and the City 29 Tunstall 1964). The majority of actors in my recent and previous studies (Cronin 2004a, b, c) believe that it is impossible to prove a direct, unequivocal causal link between advertising campaigns and sales of goods or services.