ERIC Number: ED240550
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
The Adroom Operation: The Structure, Functions and Socialization of the Adworker in the Advertising Agency.
Qualitative interviews and field observation were used in a study that examined the duties, satisfaction, organizational constraints, and career pathways of advertising agency account executives. In addition, the study compared the personnel functions of two different agencies--one large and one small. Results showed that the functions of account executives varied with agencies. In the small agency, the executive was likely to perform many functions, while in the large agency the executive performed more specialized duties. Executives in both agencies tended to be the more mature members of the staff and to possess a high level of knowledge of advertising in its processes. They often had been trained carefully by the agencies in the areas of media, research, and other fields before becoming executives. The executives tended to credit "luck" with getting jobs, the luck including having the right contact at the right place. There seemed to be no way of getting into the field without a college degree, and most agency personnel were hired directly upon college graduation. In general, the findings support the notion that the organizational system is important for adult socialization and career mobility. Furthermore, the complexity of the organization tends to lead the individual workers to be more competitive, constrained, and impersonal in their relationships with other workers. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Account Executives; Advertising Industry
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).