Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services

Silk, Alvin J.; Stiglin, Marta M.

doi:10.5539/ijms.v8n1p1

Cited by 3 publications

(1 citation statement)

References 16 publications

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“…Since the advent of the digital revolution in the 1980s, design has also increasingly faced acute technological challenges (Drucker & Mcvarish 2013), from digital publishing, to interactivity, to the increased ease of use of, and automation within, design software. This has resulted in cultural, societal, and organisational challenges such as the increased democratisation of design, which has increasingly allowed non-professionals to carry out tasks that were previously the preserve of dedicated design professionals, and contributes to continually evolving workplace challenges, for example, the move away from design agency services and towards in-house (Geraedts, Verlinden & Stellingwerff 2012; Silk & Stiglin 2016).…”

Section: Introductionmentioning

confidence: 99%

Artificial intelligence in design education: evaluating ChatGPT as a virtual colleague for post-graduate course development

Meron,

Tekmen Araci

2023

Des. Sci.

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This article explores the ability of ChatGPT to function as a virtual colleague in helping to design materials for higher education design students. Using a self-study methodology, two university educators attempted to collaborate with ChatGPT to create course materials targeted at higher education design students, before reflecting on its strengths and weaknesses during the process. Contextualising ChatGPT as the latest acute example of digital disruptors that design practices and processes have faced, the authors evaluated its current and potential threats and opportunities for the creation of design-focused learning content. The authors found that ChatGPT was a competent partner with regard to saving time, structuring textual content and documentation, and as a brainstorming tool. However, ChatGPT’s weaknesses included content generation that was often generic, usually requiring much human prompting, cajoling, and manual editing to produce desirable outcomes. Overall, ChatGPT was found to excel at its stated functionality as a language model, with some potentially useful functionality for the creation of higher education design course materials and outlines, as well as limitations. The reflections discussed can be used to inform design educators who may want to work with ChatGPT when designing course materials. However, acknowledging limitations and potential ethical challenges, the authors’ caution that educators may have to evaluate for themselves whether ChatGPT’s potential advantages outweigh its disadvantages.

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Section: Introductionmentioning

confidence: 99%

Artificial intelligence in design education: evaluating ChatGPT as a virtual colleague for post-graduate course development

Meron,

Tekmen Araci

2023

Des. Sci.

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Internalization of Advertising Services: Testing a Theory of the Firm

Wernerfelt¹,

Silk

Yu³

2021

Marketing Science

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In 1956, a group of trade associations representing publishers and independent advertising agencies signed a consent decree aimed at ending a set of trade practices that for half a century effectively precluded advertisers from owning and operating in-house agencies. Since then, large firms have internalized more and more of the services formerly performed by external agencies, perhaps as many as half. We use this phenomenon to test a theory of the firm, thereby simultaneously offering an explanation for it. The theory suggests that firms should internalize activities for which their competitive position implies (1) that it is more important for human capital to be firm specific as opposed to function specific and (2) that frequent modifications are desirable. It also predicts (3) that these two effects reinforce each other. This is the first paper to report on a test of the specialization hypothesis, and we find that it is robustly significant in a cross-sectional data set covering nine different agency activities in 79 firms. In addition to the cross-sectional test, we informally present some time-series data suggesting that both specialization and frequency have grown over time along with the level of internalization.

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Re-performing Design

Meron¹

2020

EIRJ

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Graphic design, as a specific research discipline, has been largely underrepresented in academia, with the literature suggesting this is partially due to difficulties in researching its professional practitioners. Acknowledging such hurdles, this article discusses an experimental study that used dramaturgy as a defamiliarising method for uncovering professional graphic designers’ perceptions of stakeholders. The study collected graphic designer narratives from online forums as well as dramaturgically informed interviews with professional practitioners. The graphic designers’ narratives were converted into a script and used to motivate a troupe of trained actors, who re-performed the narratives during a series of performance workshops. The article argues that this use of trained actors as ‘proxy designers’ created a refractive form of defamiliarisation, allowing previously obfuscated narratives about graphic designers’ perceptions of stakeholders to emerge. Presenting the study as a prototype to inform future research into graphic design and other elusive creative practices, the article also cautions that the amount of defamiliarisation used must be evaluated against the desired outcomes.

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Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services

Cited by 3 publications

References 16 publications

Artificial intelligence in design education: evaluating ChatGPT as a virtual colleague for post-graduate course development

Artificial intelligence in design education: evaluating ChatGPT as a virtual colleague for post-graduate course development

Internalization of Advertising Services: Testing a Theory of the Firm

Re-performing Design

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