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SM ISO690:2012 BUZDUGAN, Adriana. Importanța creativității în planificarea strategiei și în procesul de elaborare a unei publicități. In: Paradigme moderne în dezvoltarea economiei naţionale şi mondiale, 30-31 octombrie 2020, Chisinău. Chişinău: Centrul Editorial-Poligrafic al USM, 2020, pp. 51-60. ISBN 978-9975-152-69-3. |
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Paradigme moderne în dezvoltarea economiei naţionale şi mondiale 2020 | ||||||
Conferința "Paradigme moderne în dezvoltarea economiei naţionale şi mondiale" Chisinău, Moldova, 30-31 octombrie 2020 | ||||||
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Pag. 51-60 | ||||||
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Theodore Levitt mentioned that "Creativity thinks new things, innovation does new things". In today's media landscape, where it is very difficult to shape consumers' attitudes and intentions and take them to the next level in the buying process, advertising agencies find it even more difficult to break free from competing advertising. The advertising industry has undergone dynamic changes over the last few decades. The changes have been good in terms of technology advancement, mediated methods and more to attract consumers to creativity. Creativity has had an impact on advertising and understanding the value of creativity in advertising. The importance of the creativity factor in advertising has gained widespread recognition by many researchers, practitioners, but there is a lack of real and systematic research to define advertising creativity and how it relates to the effectiveness of advertising. |
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Cuvinte-cheie creativity, Advertising, publicity, advertising agency, divergence, relevance, integrated marketing communication, SCAMPER, TOMA. |
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