Creativity in Advertising [MAC 325]





Comments

Post a Comment

Popular posts from this blog

Planning the Creative Strategy [MAC 325]

Planning the Creative Strategy [MAC 325] The job of the creative team is challenging because every marketing situation is different and each campaign or advertisement may require a different creative approach.   However, advertising agency personnel generally agree that the ability to develop novel yet appropriate approaches to communicating with the customer makes the creative specialist valuable—and often hard to find.   Most advertising agencies thrive on creativity, for it is the major component in their work. Thus, they must create an environment that fosters the development of creative thinking and creative advertising.   Some advertising people say creativity in advertising is best viewed as a process.   One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the international advertising agency, J. Walter Thompson.   Young’s model of the creative proces...
Read more

The Scope of Marketing

The Scope of Marketing Marketing is all about turning human needs into a profitable business opportunity. It is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value . Marketers market 10 main types of offerings: Goods, Services, Events, Experiences, Persons, Places, Properties, Organizations, Information, and Ideas. A marketer is someone who seeks a response—attention, a purchase, a vote, a donation—from another party, called the prospect . If two parties are seeking to sell something to each other, we call them both marketers. Traditionally, a “market” was a physical place where buyers and sellers gathered to buy and sell goods. Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class (such as the housing market or the grain market). The marketplace is physical, such as a s...
Read more