User profiles for Julie Bilby
Dr Julie BilbyAssociate Professor, Media and Communication, Xi'an Jiaotong-Liverpool University Verified email at xjtlu.edu.cn Cited by 56 |
Fear in adland: How client risk aversion and agency clientelism limit the development of great creative campaigns
The process of buying creative advertising is often as difficult for marketing clients as it is for
advertising agencies. Clients are frequently risk averse in making decisions about creative …
advertising agencies. Clients are frequently risk averse in making decisions about creative …
The future of advertising in China: Practitioner insights into the evolution of Chinese advertising creativity
Creativity widely is acknowledged to be a powerful tool for generating effective advertising
communication, yet little is known about its application in the rapidly changing Chinese …
communication, yet little is known about its application in the rapidly changing Chinese …
Tiers and fears: an investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising
Marketers in China have long used the government's system of city tiers as a de facto
segmentation tool. Previous research shows that this has led to assumptions on the part of …
segmentation tool. Previous research shows that this has led to assumptions on the part of …
China: unique approaches to advertising in a globalising world
J Bilby, K Sinha - Global Advertising Practice in a Borderless …, 2017 - taylorfrancis.com
This chapter looks at each of these critical factors in turn: the nature and scope of advertising
in China; key influences on Chinese advertising practice; the role of advertising in the …
in China; key influences on Chinese advertising practice; the role of advertising in the …
Signaling Authenticity: Practitioner Views of the Signaling Power of Creative Advertising in a Digital World
J Bilby, D Marti, E Pritchard - Advances in Advertising Research (Vol. XII) …, 2023 - Springer
The notion that advertising sends signals to consumers beyond its observable content has a
relatively long history. Since the 1970s, economists have modeled advertising’s ability to …
relatively long history. Since the 1970s, economists have modeled advertising’s ability to …
The Role of Creativity in a Digital World: Advertising Practitioner Views from China
Unprecedented technological advancement across the world has seen traditional advertising
struggle to evolve and keep up with the change (Kumar and Gupta, 2016; McCraw, 2016). …
struggle to evolve and keep up with the change (Kumar and Gupta, 2016; McCraw, 2016). …
Practitioner views of creativity and digitization in the Hong Kong advertising industry
This study examines the future of advertising through depth interviews with eighteen senior
advertising and media professionals in Hong Kong. It questions the definition, role and value …
advertising and media professionals in Hong Kong. It questions the definition, role and value …
Advertising creativity in China: the moderating effect of cultural uncertainty avoidance on consumers' need for cognitive closure
J Bilby - Altitude: An e-journal of emerging …, 2012 - researchrepository.rmit.edu.au
There is little doubt that creativity is central to advertising practice, yet there is a surprising
lack of empirical knowledge around it. Recent research suggests that creativity, in addition to …
lack of empirical knowledge around it. Recent research suggests that creativity, in addition to …
Holy Hype: A Guide to Religious Fervor in the Advertising of Goods and the Good News, written by Susan H., Sarapin and Pamela L., Morris
J Bilby - Journal of Religion, Media and Digital Culture, 2023 - brill.com
Holy Hypeis a true passion project, based on the lead author’s private collection of over 2,500
religion-related advertisements and other paraphernalia. The authors offer it as a text with …
religion-related advertisements and other paraphernalia. The authors offer it as a text with …
Advertising creativity in China: an examination of Chinese industry perceptions and consumer responses to advertising creativity
J Bilby - 2014 - researchrepository.rmit.edu.au
I am currently doing a PhD in Marketing, which I plan to complete in 2014. My reason for
coming to China at this stage of my research is to meet with advertising academics and …
coming to China at this stage of my research is to meet with advertising academics and …