Namo, F and Fellows, R F (1993) The role of advertising in marketing civil/structural engineering consultancy firms. Construction Management and Economics, 11(6), pp. 431-441. ISSN 01446193
Abstract
This paper examines the results of an investigation into the role of advertising in civil/structural consulting engineering service firms in the UK. A questionnaire survey of clients and engineering consultants was undertaken to ascertain the current advertising practices and preferences in the methods and media used. From the survey, the results show that clients and consultants agree on the use of advertising consultants and media to achieve enhanced communication with clients. However, more advertising should be directed towards architects because the majority of clients approach architects first when launching a construction project. The results demonstrate that advertising is necessary, but is not a major factor in the selection mechanism of consulting firms by clients; further market research must be carried out to measure advertising effectiveness.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | advertising media; clients; communication; consultants |
| Index terms: | advertising, media, marketing, effectiveness, architect, investigation, engineering consultant, survey, market research, consultancy, preference, questionnaire, construction project |
| Subjects: | profession, data collection methods, organization, business, production management, performance management, decision-making and reasoning, professional, market analysis, sociology |
| Topics: | Quality Management, Organizational Design, Research Practice, Project Management, Business Strategy, Roles and Professions |
| Descriptive scope: | 4 PCEA |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here