Assignment:
Management at Work Advertising agencies are having a tough time these days. On one hand, traditional advertising has a glorious past, but on the other, today's advertising agencies need to readjust their structure and strategies for a digital age. The choice between going digital and staying with a more traditional approach is shown in the following diagram as a force-field analysis, with the factors for change on the left and the factors against change on the right. The numbers in parentheses represent the strength of each factor, and you can select "Total" to see a visual representation of the combined effects of change.
Use your knowledge of force-field analysis and the diagram to answer the following questions.
A. Which of the following factors would keep an ad agency from changing in this situation? Check all that apply.
- The high commissions associated with traditional advertising
- The need for real-time ads for an unpredictable audience
- Memories of past success
- The loss of traditional advertising outlets
According to this force-field analysis, change occur.
B. Last year, the CEO of Aguirre Advertising put $50,000 in the company budget to make sure that the company field analysis, what's the best way to spend that money?
- Increase employee commissions.
- Seek out new advertising outlets.
- Conduct focus groups to better understand customer interactivity expectations.
- Provide employees with training in digital technologies.