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Advertising Strategy: Creativity and Media – A Winning Combination
In today's saturated marketplace, simply having a product or service isn't enough. To truly succeed, you need a robust advertising strategy that blends impactful creativity with the right media channels. This isn't just about throwing money at flashy ads; it's about a strategic, nuanced approach that resonates with your target audience and delivers tangible results. This comprehensive guide delves into the critical intersection of advertising strategy, creativity, and media selection, equipping you with the knowledge to build a campaign that not only captures attention but drives conversions.
Understanding the Synergy: Advertising Strategy, Creativity, and Media
The most effective advertising campaigns aren't born from a single brilliant idea; they are the product of a carefully orchestrated strategy. This strategy hinges on three interconnected pillars:
1. Advertising Strategy: This is the backbone of your campaign. It encompasses your overall goals (increased brand awareness, lead generation, sales), your target audience (demographics, psychographics, online behavior), your budget, and your key performance indicators (KPIs). Without a solid strategy, even the most creative ad will fall flat.
2. Creativity: This is the heart of your campaign. It’s about crafting compelling messaging and visuals that grab attention, evoke emotion, and leave a lasting impression. Creativity isn’t just about being quirky; it's about understanding your audience and crafting messages that resonate with their values, needs, and aspirations. This includes everything from your tagline and visuals to your overall brand voice and tone.
3. Media Selection: This is the delivery system for your message. It involves choosing the right channels to reach your target audience effectively. This could range from traditional media like television and print to digital platforms like social media, search engine marketing (SEM), email marketing, and influencer collaborations. The right media mix is crucial for maximizing your reach and impact.
Developing a Winning Advertising Strategy
A successful advertising strategy requires meticulous planning and execution. Here's a step-by-step approach:
1. Define Your Objectives: What are you hoping to achieve with your campaign? Increased brand awareness? More leads? Higher sales? Clearly defining your objectives is paramount to measuring success.
2. Identify Your Target Audience: Who are you trying to reach? Understanding your audience's demographics, psychographics, online behavior, and pain points is crucial for creating resonant messaging. Utilize market research and data analytics to build detailed buyer personas.
3. Develop Your Creative Brief: This document outlines the key elements of your campaign, including your objectives, target audience, messaging, and desired tone. It serves as a roadmap for your creative team.
4. Choose Your Media Mix: Based on your target audience and budget, select the most effective media channels. Consider the strengths and weaknesses of each platform and how they align with your overall strategy.
5. Implement and Monitor: Launch your campaign and closely monitor its performance using relevant KPIs. Analyze the data and make necessary adjustments to optimize your results. A/B testing different creatives and media channels can significantly improve your ROI.
Leveraging Creativity for Maximum Impact
Creativity is not just about "thinking outside the box"; it's about strategic thinking inside the box of your target audience's experience. Consider these points:
1. Storytelling: People connect with stories. Craft compelling narratives that resonate with your audience's emotions and values.
2. Emotional Connection: Appeal to your audience's emotions – joy, sadness, fear, excitement – to create a deeper connection with your brand.
3. Unique Selling Proposition (USP): Clearly communicate what makes your product or service different and better than the competition.
4. Brand Consistency: Maintain a consistent brand voice and visual identity across all your marketing materials.
Navigating the Media Landscape
The media landscape is constantly evolving. Staying updated on the latest trends and technologies is crucial for maximizing the effectiveness of your campaigns:
1. Social Media Marketing: Utilize platforms like Facebook, Instagram, Twitter, and TikTok to reach your target audience where they spend their time.
2. Search Engine Marketing (SEM): Use paid search ads to improve your visibility in search engine results pages (SERPs).
3. Content Marketing: Create high-quality content (blog posts, articles, videos) to attract and engage your audience.
4. Email Marketing: Build an email list and use email to nurture leads and drive conversions.
5. Influencer Marketing: Partner with influencers to reach a wider audience and build credibility.
Conclusion
A successful advertising strategy requires a synergistic blend of strategic planning, creative execution, and shrewd media selection. By focusing on clearly defined objectives, a deep understanding of your target audience, and a well-chosen media mix, you can create campaigns that not only capture attention but also deliver tangible results. Remember, continuous monitoring and adaptation are crucial for maximizing your ROI in the ever-evolving world of advertising.
FAQs
1. What is the most important aspect of an advertising strategy? Defining your clear objectives and understanding your target audience are paramount. Without these, your creative efforts and media spend will be less effective.
2. How can I measure the success of my advertising campaign? Track key performance indicators (KPIs) relevant to your objectives, such as website traffic, lead generation, sales conversions, and brand awareness metrics.
3. What is the role of A/B testing in advertising? A/B testing allows you to compare different versions of your ads (copy, visuals, calls to action) to determine which performs best. This iterative process optimizes your campaign's effectiveness.
4. How do I choose the right media channels for my advertising campaign? Consider your target audience's online behavior and media consumption habits. Research which platforms they frequent and select channels that align with their preferences.
5. Is it better to focus on a single media channel or a multi-channel approach? A multi-channel approach is generally more effective, allowing you to reach a wider audience and increase the chances of your message resonating with potential customers. However, concentrate your resources on the most effective channels based on data analysis.
| advertising strategy creativity and media: Advertising Chris Fill, Graham Hughes, Scott De Francesco, 2012-09 This custom edition is specifically published for Swinburne University. The full text downloaded to your computer. With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends Print 2 pages at a time Compatible for PCs and MACs No expiry (offline access will remain whilst the Bookshelf software is installed. eBooks are downloaded to your computer and accessible either offline through the VitalSource Bookshelf (available as a free download), available online and also via the iPad/Android app. When. |
| advertising strategy creativity and media: Advertising Chris Fill, 2013 The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today. It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond. Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects.--Publisher's website. |
| advertising strategy creativity and media: Creative Strategies Mario Pricken, 2010-12-14 Key creative strategies behind the world’s greatest campaigns for anyone working in advertising, marketing, design, and communication. Advertising concepts and ideas are an endlessly renewable resource, but they need careful nurturing in order to reach their full potential. However, with the right approach to creativity, any ad agency or marketing department can become an idea factory that produces great work, time and time again. This book showcases 230 campaigns from all over the world, ranging from print ads and product designs to virals and installations. Mario Pricken identifies the keys to their success and demonstrates how brilliant ideas can be used to forge more fruitful relationships between creatives and clients. He also asks provocative questions, challenges stale routines, and suggests exercises that will stimulate discussion and fire the imagination. Creative thinking is more than just the basis of a finished ad: it can bring together a world-class creative team and promote an inspirational and efficient workplace. From client briefs to office spaces, this book explores the strategies that turn an agency into a creative powerhouse, and demonstrates that it’s only when people are not afraid to make mistakes or think beyond the everyday that innovation can truly flourish. |
| advertising strategy creativity and media: Advertising Creative Tom Altstiel, Jean Grow, 2015-12-10 Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. |
| advertising strategy creativity and media: Creative Strategy in Advertising Bonnie L. Drewniany, A. Jerome Jewler, 2008 Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative process step by step. Complementing the instructions are examples of layouts and ad copy, giving students the tools to create their own advertising. |
| advertising strategy creativity and media: Strategic Creativity Robin Landa, 2022-06-01 The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives. Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative why throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people’s time. This book contains what a CEO, CMO, manager, business owner, or client didn’t learn about the creative side of advertising and design in business school. Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content. |
| advertising strategy creativity and media: How to Market a Book: Third Edition , |
| advertising strategy creativity and media: The Advertising Concept Book Pete Barry, 2012 Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College |
| advertising strategy creativity and media: Advertising Strategy Tom Altstiel, Jean Grow, 2006 Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people. |
| advertising strategy creativity and media: Researching Creativity in Media Industries Mads Møller T. Andersen, 2022-10-03 Creative production processes are central to all media industries, and there is a need for more detailed understandings of how these industries facilitate and understand their own creativity. This book offers a theoretical framework to consider how researchers can conduct studies of creativity in different media industries. |
| advertising strategy creativity and media: Creative Strategy and the Business of Design Douglas Davis, 2016-06-14 The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do. -- Provided by publisher. |
| advertising strategy creativity and media: Customer Relationship Management V. Kumar, Werner Reinartz, 2018-05-15 This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain. |
| advertising strategy creativity and media: The Brains Behind Great Ad Campaigns Margo Berman, Robyn Blakeman, 2009-07-16 Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign. |
| advertising strategy creativity and media: Leap Bob Schmetterer, 2003-03-10 Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heart-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea. In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz. Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting. It's about mixing business's cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. It's about connecting with and listening to the client, understanding the business and the product, tapping into the client's passion for the product, and transmitting that passion to the consumer. It's about what happens when the business makes creativity part of its core strategy-enabling it to move beyond self-imposed boundaries and expand the limits of its reach. With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers how to help their clients develop the big, creative idea that will transform their businesses-and perhaps their industries. It's time for companies to make the Leap that synthesizes business and creativity to reap the full rewards of profitable innovation. BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the world's top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo! |
| advertising strategy creativity and media: The Contagious Commandments Paul Kemp-Robertson, Chris Barth, 2018-11-01 Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance? Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution. Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too. |
| advertising strategy creativity and media: Why Does The Pedlar Sing? Paul Feldwick, 2021-02-28 Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today’s celebrities who launch their own multi-million dollar brands. |
| advertising strategy creativity and media: The Case for Creativity James Hurman, 2011 Debate in the advertising and marketing industries has raged for decades: do high levels of creativity make advertising more effective? Or is creativity just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. 'The Case for Creativity' brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.The book includes comment and perspective from some of advertising and marketing’s leading minds, including Jim Stengel (former P&G Global Marketing Offocer), Jim McDowell (Mini USA CEO), David Lubars (BBDO Chief Creative Officer), Tony Davidson (Wieden+Kennedy London Executive Creative Director), and IPA Consultant and leading advertising effectiveness researcher Peter Field. |
| advertising strategy creativity and media: Creative Advertising Concept and Copy Georgia-Zozeta Miliopoulou, 2024-04-08 Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work. |
| advertising strategy creativity and media: Ad Critique Nancy R. Tag, 2012 This volume teaches advertising, marketing and management students how to effectively judge and critique creativity in advertising. |
| advertising strategy creativity and media: Proceedings of the International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023) Debrina Vita Ferezagia, Karin Amelia Safitri, Nailul Mona, Badra Al Aufa, 2023-10-30 This is an open access book. International Conference on Vocational Education Applied Science and Technology (ICVEAST), formerly known as International Conference on Vocation for Higher Education (ICVHE), is an annual event organized by the Vocational Education Program, Universitas Indonesia, that aims to encourage innovative applied research in vocational higher education. In 2022, we rebranded the conference to focus on being an international forum where scholars and practitioners share their ideas on vocational education, especially within applied science and technology. The rebranding from ICVHE to ICVEAST marks our fifth conference. This year, we present our sixth conference, with the theme, “VOCATIONAL 5.0: Virtuosity Collaboration for Sustainability Development and Innovative Technologies Goals 5.0”. Collaboration for sustainability development is a crucial part of achieving a sustainable future. It involves working with stakeholders, such as governments, businesses, non-governmental organizations, and communities, to develop and implement sustainable solutions. These stakeholders can pool their resources, knowledge, and expertise by working together to create innovative solutions that benefit the environment and society. The collaboration also helps ensure that all stakeholders are on the same page regarding sustainability goals and objectives. By building relationships and trust between stakeholders, collaboration can help to create a more sustainable future. Innovative Technology Goal 5.0 focuses on using technology to improve access to education and foster a culture of innovation and creativity. It seeks to create a more equitable and inclusive learning environment by providing access to digital tools and resources for all students, regardless of background or ability. It also seeks to promote technology to support the development of 21st-century skills, such as critical thinking, problem-solving, and collaboration. Finally, it aims to ensure that technology is used to support the development of a safe and secure learning environment while encouraging responsible and ethical use. VOCATIONAL 5.0 is a collaborative effort to promote sustainable development and innovative technology goals. It is designed to bring together experts from various fields, including business, education, government, and the non-profit sector, to identify and develop innovative solutions to global challenges. Through the use of data-driven decision-making and the application of new technologies, VOCATIONAL 5.0 seeks to create a more sustainable and equitable world. The initiative also aims to foster collaboration between stakeholders, create a platform for knowledge sharing, and promote the use of technology to drive social, economic, and environmental progress. By leveraging the collective expertise of its members, VOCATIONAL 5.0 is committed to achieving its sustainable development and innovative technology goals. This ICVEAST aims to be a respected international forum to discuss the recent improvement and challenges in Vocational Education nowadays and in the future, from the research insight, mainly applied research in the field of administration and business, health science, social humanities, and engineering. The event will gather representatives from different countries, diverse areas of knowledge, and lots of education, research, public institutions, and organizations. The conference is devised as a space to exchange ideas and discuss the challenges that education and manufacturing face in preparing human capabilities to shift into the current trend of automation and the role of advanced technologies in those challenges. We intend to have an interactive conference through these three different sessions: business talks, keynote, and parallel/presentation sessions. |
| advertising strategy creativity and media: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| advertising strategy creativity and media: Black Ops Advertising Mara Einstein, 2016-09-01 From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment. |
| advertising strategy creativity and media: Introduction to Advertising Emmanuel Mogaji, 2021-05-30 This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning. |
| advertising strategy creativity and media: Handbook of Research on Management and Strategies for Digital Enterprise Transformation Sandhu, Kamaljeet, 2021-04-02 From traditional brick and mortar to new start-ups, businesses are harnessing the power of digital enterprise as a cost-effective model to deliver goods and services online. Digital enterprise strategy is adopted for transforming business, streamlining processes, and making the best use of online technologies to enhance interaction with customers and employees and deliver excellent customer experience in real time. Digital enterprises increasingly need digital workers to establish greater digital skills to bear on every activity and to drive management, strategy, and innovation, which are key for digital enterprise transformation. The Handbook of Research on Management and Strategies for Digital Enterprise Transformation is a crucial reference source that discusses leveraging technology for the customers’, employees’, and suppliers’ benefit, as well as integrating complex processes to management, marketing, production, manufacturing, and financial systems. Combining management, strategy, technology, and digital enterprise topics into one book provides the reader with a holistic understanding of the new developments in these emerging fields. This study will also include key topics of interest on how to address structural changes underway in the local and global business environment for digital enterprise transformation. Featuring research on topics such as e-commerce, organizational learning, and agile management, this book is ideally designed for business professionals, policymakers, researchers, students, and managers. |
| advertising strategy creativity and media: Creativity and Advertising Andrew McStay, 2013-06-19 Creativity and Advertising develops novel ways to theorise advertising and creativity. Arguing that combinatory accounts of advertising based on representation, textualism and reductionism are of limited value, Andrew McStay suggests that advertising and creativity are better recognised in terms of the ‘event’. Drawing on a diverse set of philosophical influences including Scotus, Spinoza, Vico, Kant, Schiller, James, Dewey, Schopenhauer, Whitehead, Bataille, Heidegger and Deleuze, the book posits a sensational, process-based, transgressive, lived and embodied approach to thinking about media, aesthetics, creativity and our interaction with advertising. Elaborating an affective account of creativity, McStay assesses creative advertising from Coke, Evian, Google, Sony, Uniqlo and Volkswagen among others, and articulates the ways in which award-winning creative advertising may increasingly be read in terms of co-production, playfulness, ecological conceptions of media, improvisation, and immersion in fields and processes of corporeal affect. Philosophically wide-ranging yet grounded in robust understanding of industry practices, the book will also be of use to scholars with an interest in aesthetics, art, design, media, performance, philosophy and those with a general interest in creativity. Andrew McStay lectures at Bangor University and is author of Digital Advertising, and The Mood of Information: A Critique of Online Behavioural Advertising and Deconstructing Privacy, the latter forthcoming in 2014. |
| advertising strategy creativity and media: Media Advertising Rambabu Lavuri, 2018-10-20 In today's world, media becomes as essential as our daily needs. Media of today is playing an outstanding role in creating and shaping of public opinion and strengthening of society. Media is the sword arm of democracy. Media acts as watchdog to protect public interest against malpractice and create public awareness. The media was dominated by print, radio, and television, attracting a broad swath of the public, affording them the opportunity to read, listen, and watch the world around them in a way that they previously had not been able to do. Media is intended to reach and address a large target group or audience. The word was first used in respect of books and newspapers i.e. print media and with the advent of technology, media now encompasses television, movies, radio and internet. Media Advertising does this, by changing the consumer attitude favourably. Further, the sales turnover rate so attained should be maximised and maintained at any rate. Advertising does this by repeat sales. A regular, effective and frequent advertising always helps in building more loyal class of customers and effective media advertising helps to informing the public about the right product at the right time through the right medium. |
| advertising strategy creativity and media: CREATIVE BLINDNESS (AND HOW TO CURE IT) Dave Trott, 2019-02-04 Creativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are. In this entertaining collection of real-life stories, Dave Trott applies his crystal clear lens to define what genuine creative vision looks like. It is problem solving, clarity of thought, seeing what others do not see, and removing complexity to make things as simple as you can. The timeless lessons revealed here can be applied in advertising, business and throughout everyday life. By seeing things differently, you can think differently, and change the world around you. Dave Trott shows you how. |
| advertising strategy creativity and media: Launch! Advertising and Promotion in Real Time Michael Solomon, 2009 Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag A Fuller Spectrum of News. Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look behind the curtain - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University. |
| advertising strategy creativity and media: Advertising and Promotion Chris Hackley, Rungpaka Amy Hackley, 2014-11-10 This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose. New to the third edition: chapter on strategy and creativity additional case studies with increased global coverage including emerging markets images of classic and recent ads from the street, print, online and television increased coverage of the internet, social media and their effects on advertising companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. |
| advertising strategy creativity and media: Advertising Creative Tom Altstiel, Jean Grow, Dan Augustine, Joanna L. Jenkins, 2022-05-06 Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age. |
| advertising strategy creativity and media: The playing field in audiovisual advertising Sally Broughton Micova, Sabine Jacques, 2019-04-03 This report contributes to policy debates by providing evidence on the dynamics of markets for audiovisual advertising in which both audiovisual media services (AVMSs) and video sharing platforms (VSPs) are operating. It addresses the following questions: - To what extent are audiovisual media services and VSPs competing in the same markets as comparable services? - What conditions are shaping the levelness of the field on which they are competing? The investigation covered Belgium, France, Italy and the UK. Using a detailed literature review, 26 key informant interviews, and a comparative legal analysis, the research found evidence that: - Though TV advertising and online video advertising on VSPs and other services do not serve exactly the same function for advertisers, AVMSs and VSPs are certainly competing for the same budgets and building relationships with the same advertisers in largely the same way, with media agencies playing an important mediating role. - The playing field is not even. The main reasons that the playing field on which AVMSs and VSPs are competing for advertising budgets is not level are related to imbalances in the human and financial resources they can invest in building relationships and in their ownership of and ability to use data. Interchangeability The distribution of advertising budgets resembles concocting a recipe from a number of different ingredients all of which have different features. Agencies do not see it as competition between offline and online, but about finding the right mix of numerous options to reach certain objectives, and they engage in extensive research and complex modelling to do this. Nevertheless, budgets are not expanding currently and there is increased pressure to achieve efficiency and short-term effects, reported against key performance indicators (KPIs). Agencies and advertisers still view TV as crucial for advertising, especially for brand building and awareness, and often TV advertising is the flagship around which the rest of the campaign is designed. TV is trusted because its regulatory framework ensures it is a ‘brand safe’ environment and a good viewing experience, and because the audited measurement systems provide transparency in terms of where advertiser money is going and what it is getting. For agencies and advertisers, online video advertising is attractive for its efficiency in reaching target audiences, often with significant cost saving and in extreme detail, and for the ability to receive rapid feedback on the response to ads placed. They also value online options for small or experimental campaigns. Despite remaining suspicious of much of the data that is produced and concerned about brand safety, they often need to reach the audiences no longer watching TV and they get excited about the optimisation possibilities available. There are differences in the qualitative rules around advertising and agency respondents reported being able to do things online that they cannot do on TV. Some of these rules have been equalised with the 2018 update to the EU’s Audiovisual Media Services Directive (AVMSD). Rules on misleading and comparative advertising are largely harmonised at the EU level and apply to all services, so this area of law was mostly the same in all four jurisdictions studied. A ban on political advertising on AVMSs was also common to all four, with no equivalent for VSPs. Efforts to address political advertising online are nascent, mainly focused on ensuring disclosure, and tied to efforts to combat disinformation. There is also a difference in product placement rules. The 2018 AVMSD includes user generated content (UGC) in the definition of product placement and allows it for the most part, but the exceptions, such as children’s and consumer programmes, in which it is prohibited for AVMS providers do not apply to VSPs. RECOMMENDATIONS As they implement the AVMSD, Member states should devise co-regulatory mechanisms that will be effective in enforcing content and advertising standards on VSPs and adhere to the Directive’s intention of levelling the playing field. The Commission’s guidance as to what qualifies as a VSP and criteria for co-regulatory mechanisms should be designed to maximally even out conditions among advertising-dependent services. Though there is no need to regulate UGC producers such as vloggers and influencers, national regulators should provide disclosure guidelines similar to those for content on AVMSs, and the European Regulators Group (ERGA) should investigate whether there is a need for the AVMSD’s product placement exceptions to be extended to VSPs. Industry bodies with support from national regulators should work towards standardisation of measurement within and across channels, including both agreement on a ‘common currency’ measurement for video and innovative ways in which the need to service KPIs can be addressed by all players. Relationships AVMS providers and VSPs take similar approaches to building relationships with agencies and advertisers. Both nurture long-term relationships with agencies, with personal relationships still being crucial. They also engage directly with larger advertisers to understand their aims and make them aware of the options they provide, particularly when rolling out new ones, such as the 6 second un-skippable ads online or addressable TV options. Whereas the most popular VSPs are global companies able to use that status advantageously for tax purposes and draw on extensive financial and human resources, AVMS providers are often prohibited by national-level rules aimed at protecting media pluralism from collaborating or even combining resources within the same group in ways that might allow them work towards addressing these imbalances. Some AVMS providers are engaged in transnational collaborations. Rebates and discounts based on scale and duration are common practice in how prices are set both for online and offline inventory, except when they are determined by auction in the programmatic systems. These and other contract conditions are subject to negotiations that, for AVMS providers in some jurisdictions, are constrained by trading frameworks. RECOMMENDATIONS Member states should revisit media plurality measures, including cross-ownership rules, with a view to enabling AVMS providers to co-operate in some areas, in which greater scale or scope may be crucial to allowing them to compete against global VOD and VSP services, without reducing the pluralism of views and content available to citizens. Member states should adopt transparency requirements similar to the French Sapin law in fair trading policy and EU policy makers should consider harmonising EU-level rules. The European Commission should closely monitor the implementation of national-level taxes on the B2B revenues of platforms, such as Italy’s 3% “web tax,” to assess the effects on the wider ecosystem and other businesses, and consider roll out across the Union. Data Ownership and Use VSPs can leverage the consent that they gather from their vast user base for targeting purposes and for the kind of tracking of an individual’s post-exposure journey needed to provide ROI results and make attribution claims. On the other hand, AVMS providers have only recently been requiring registration for users to access their AVOD and this is still giving them a rather limited type and amount of data on their users. The extent to which addressable TV gives AVMS providers useful data depends on the arrangements with the company providing the set top boxes to households. There is also an imbalance in access to online campaign-related data. The agreements that agencies and advertisers have with demand side platforms give them ownership of such data for their own campaigns. However the AVMS providers, or other publishers on the supply side, do not get such data for the campaigns run on their sites or around their content. A parallel might be if BARB, Auditel or Mediametri data was only available to agencies and advertisers. Our evidence indicates that data is an essential element of competition, and inventory holders such as AVMS providers and VSPs must be able to address the need for advertisers to demonstrate performance. Agencies and advertisers have concerns about dominance in the exploitation of data in this ecosystem that merit investigation. Respondents from various categories noted that GDPR appears to have further concentrated power in the hands of global platforms operating in the programmatic systems. Several mentioned the challenges of trying to compare across “walled gardens” of data maintained by those providing online advertising inventory and the lack of choice about what platforms they can use. RECOMMENDATION Competition authorities and data protection authorities should work together to assess possible concentration in the programmatic advertising system and in the wider market for video advertising. |
| advertising strategy creativity and media: The Handbook of International Advertising Research Hong Cheng, 2014-01-21 This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers |
| advertising strategy creativity and media: The Advertising Business John Philip Jones, 1999-02-10 This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts. |
| advertising strategy creativity and media: Advertising by Design Robin Landa, 2021-05-11 A real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to's for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content. |
| advertising strategy creativity and media: Advertising: Principles and Practice Sandra Moriarty, Nancy D. Mitchell, William D. Wells, Robert Crawford, Linda Brennan, Ruth Spence-Stone, 2014-08-01 The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells. |
| advertising strategy creativity and media: The Advertising Age Encyclopedia of Advertising John McDonough, Karen Egolf, 2015-06-18 For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The Advertising Age Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert. |
| advertising strategy creativity and media: Multi-Platform Advertising Strategies in the Global Marketplace Yang, Kenneth C. C., 2017-12-01 In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry. |
| advertising strategy creativity and media: Marketing Strategy and Management Michael J. Baker, 2017-09-16 The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations. |
| advertising strategy creativity and media: Transmedia Marketing Anne Zeiser, 2015-06-19 Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms – harnessing the power of audience to shape and promote your story. Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You’ll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you’ll learn first-hand how to execute your plan’s publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with: Hundreds of vibrant examples from across media platforms – The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Top Chef, Pokémon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4, Lonelygirl15, Annoying Orange Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds Powerful in-depth case studies showcasing successful approaches – A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues Extensive Web content at www.transmediamarketing.com featuring a primer on transmedia platforms – film, broadcast, print, games, digital media, and experiential media; expanded case studies; sample marketing plans and materials; and exclusive interviews With Transmedia Marketing, you’ll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project. |
| advertising strategy creativity and media: Crisis Response Advertising Frauke Hachtmann, 2023-07-31 This book examines the effects of COVID-19 on the advertising industry to better understand crisis response advertising. The book tells the story of three distinct phases in which the pandemic unfolded, the way a wide range of brands and agencies responded, and how the consumer landscape changed during the first 15 months of the crisis. Advertising professionals from a broad range of award-winning advertising agencies across the United States who experienced the crisis first-hand reflect on how COVID-19 disrupted the industry and what they learned along the way. Each case contains themes that emerged through data analysis, along with examples of advertising practice at various stages of the pandemic. Importantly, the new theoretical model and best practices covered in the book extend beyond application to the global pandemic, giving readers solid theoretical and practical tools to use in future crises. Suited for upper-level undergraduate and post-graduate courses in advertising and marketing, this book will be useful as a reference for researchers and is practical enough for practitioner use as well. |
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