Essays on Creativity in Advertising Essay

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The paper "Creativity in Advertising" is a great example of a marketing essay.   Advertising is a type of communication aimed at persuading an audience such as readers, listeners and viewers to buy or react in a certain way upon products, services or ideas. When advertisements are carried out the contents comprises of the product or service name and how a given product or service possibly will benefit the buyer, to convince a target market to pay for or to use that specific brand. These communications are normally funded by sponsors and watched through various types of media.

Advertising may also work to express an idea to a large group of people in an effort to persuade them to take a particular step. Kilgour & Scott (2009, p. 307) explores that Commercial advertisers frequently seek out to create increased utilization of their brands or services by means of branding, which entails the recurrence of a product or image name in an attempt to associate correlated attributes with the product in the consumers’ mind. Problem statement Advertising results to demand goods or services. Advertising conveys information concerning the brand and makes buyers conscious about it via different mass media which makes a positive impact on the people’ s minds and leads to demand for that product.

In the world today, the media scene where it’ s very complex to change consumer’ s intentions and attitudes and take them to the next phase of the process of buying. Advertisers understand it as even more tricky and challenging to penetrate the confusion of competing in the advertisement. The advertising sector has experienced a flexible transformation over the last numerous years. Koslow et al (2006 p.

88) affirm that the adjustments have shown positivity on the basis of Technology improvement, methods and medium to attract customers through Creativity. This research shows how creativity influences advertising, also knowing the worth of creativity in advertising. A frequently unnoticed reality is that the choice of the right advertising method could imply the divergence between having a great number of people purchasing a product or ignoring it at all.

Reference

Croteau & Hoynes 2003, Media Society: Industries, Images and Audiences (third edition.), Pine Forge Press, Thousand Oakes.

Fischer, G & Giaccardi, E 2007, Sustaining social creativity, Communications of the ACM, vol. 50, no. 12, p. 28–29.

Flew, T 2002, New Media: An Introduction, Oxford, Oxford University Press, UK.

Howe, J 2008, Crowdsourcing: Why the power of the crowd is driving the future of business, New York, Crown Business.

Kilgour, M and Scott K 2009, “Why and How Do Creative Thinking Techniques Work?: Trading Off Originality and Appropriateness to Make More Creative Advertising,” Journal of the Academy of Marketing Science, vol. 37 , p. 298-309.

Sasser, S and Scott, K 2008, “Desperately Seeking Advertising Creativity: Engaging an Imaginative ‘3Ps’ Research Agenda,” Journal of Advertising, vol. 37, no. 4, p. 5-19.

Koslow, S., Sheila L & Edward, A 2006, “Do Marketers Get the Advertising They Need or the Advertising They Deserve?: Agency Views of How Clients Influence Creativity,” Journal of Advertising, vol. 35, no. 3, p. 81-101.

Logan, R 2010, Understanding New Media: Extending Marshall McLuhan, New York, Peter Lang Publishing.

Percy, L. Rossiter J and. Elliott, R 2001, Strategic Advertising Management, 3rd Edn., Oxford University Press, Oxford.

Shibata, H & Hori, K 2002, A system to support long-term creative thinking in daily life and its evaluation. In Proceedings of the 4th conference on Creativity & Cognition, p. 142–149

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