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Fashion and Environmental Sustainability : Entrepreneurship, Innovation and Technology
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My Life in Advertising and Scientific Advertising
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Who is responsible for creativity? Advertising and advertising slogans.
Creativity in advertising and advertising slogans is the responsibility of the advertising agency and its creative team. These professionals are tasked with coming up with innovative and attention-grabbing ideas that effectively communicate the brand's message to the target audience. They are responsible for brainstorming, conceptualizing, and executing creative campaigns and slogans that resonate with consumers and differentiate the brand from its competitors. Ultimately, the success of advertising creativity lies in the hands of the creative minds behind the campaigns.
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Who is responsible for creativity? Advertising and slogans.
Creativity in advertising and slogans is a collaborative effort between the creative team, which includes copywriters, art directors, and designers, and the client or brand that provides the brief and direction. The creative team is responsible for coming up with innovative ideas and executing them in a way that resonates with the target audience, while the client provides insights, feedback, and final approval. Ultimately, both parties play a crucial role in the development of creative advertising and slogans that effectively communicate the brand's message and values.
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What is your opinion on the increasing diversity in advertising?
I believe that increasing diversity in advertising is a positive and necessary step towards creating a more inclusive and representative media landscape. By featuring a wide range of people from different backgrounds, cultures, and identities, advertising can better reflect the diversity of the real world and help to challenge stereotypes and biases. This can also lead to a more authentic and relatable connection with consumers, as they see themselves represented in the ads they see. Overall, I think that increasing diversity in advertising is a crucial way to promote equality and celebrate the richness of human diversity.
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Who first used the advertising slogan "Technology that inspires"?
The advertising slogan "Technology that inspires" was first used by the technology company, Lenovo. This slogan reflects Lenovo's commitment to creating innovative and inspiring technology products for its customers. It conveys the company's focus on using technology to inspire creativity, productivity, and positive change in people's lives.
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Advertising Disability
Advertising Disability invites Cultural Disability Studies to consider how advertising, as one of the most ubiquitous forms of popular culture, shapes attitudes towards disability.The research presented in the book provides a much-needed examination of the ways in which disability and mental health issues are depicted in different types of advertising, including charity 'sadvertisements', direct-to-consumer pharmaceutical advertisements and 'pro-diversity' brand campaigns.Textual analyses of advertisements from the eighteenth century onwards reveal how advertising reinforces barriers facing disabled people, such as stigmatising attitudes, ableist beauty 'ideals', inclusionism and the unstable crutch of charity.As well as investigating how socio-cultural meanings associated with disability are influenced by multimodal forms of communication in advertising, insights from empirical research conducted with disabled women in the United Kingdom and the United States are provided.Moving beyond traditional textual approaches to analysing cultural representations, the book emphasises how disabled people and activists develop counternarratives informed by their personal experiences of disability, challenging ableist messages promoted by advertisements.From start to finish, activist concepts developed by the Disabled People's Movement and individuals' embodied knowledge surrounding disability, impairments and mental health issues inform critiques of advertisements. Its critically informed approach to analysing portrayals of disability is relevant to advertisers, scholars and students in advertising studies and media studies who are interested in portraying diversity in marketing and promotional materials as well as scholars and students of disability studies and sociology more broadly.
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Strategic Creativity : A Business Field Guide to Advertising, Branding, and Design
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.
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Effective Advertising : Understanding When, How, and Why Advertising Works
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!"Tellis has done a remarkable job.He has brought together an amazingly diverse literature.Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff.Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."--Alan G.Sawyer, University of FloridaEffective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness.In particular, it summarizes what we know today on when, how, and why advertising works.The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share.In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology.It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency.Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:* Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism.It will also be an invaluable reference for professionals and researchers working in these fields.
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Why Does The Pedlar Sing? : What Creativity Really Means in Advertising
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.There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits. And yet the advertising business today seems reluctant to embrace its powerful links with popular culture.Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of ‘creativity’, it risks forgetting how to appeal to the public, and how to build successful brands.As a result, evidence suggests, today’s advertising is less liked and less effective than ever before. But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we’ve all been told, why people do buy from clowns.They will be inspired to make their advertising more popular, more famous, more fun again – and much more effective. ‘This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.’ Rory Sutherland, Vice Chairman, Ogilvy
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What is brand advertising and industry advertising?
Brand advertising is a type of advertising that focuses on promoting a specific brand and its unique attributes, values, and personality. It aims to create a strong and positive association with the brand in the minds of consumers, ultimately leading to increased brand awareness, loyalty, and sales. Industry advertising, on the other hand, is a type of advertising that promotes an entire industry or category of products or services, rather than a specific brand. It aims to educate and inform consumers about the benefits and value of the industry as a whole, rather than focusing on individual brands. Industry advertising often seeks to shape consumer perceptions and attitudes towards the industry, and may be used to address common misconceptions or negative perceptions.
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Why is the price usually never shown in television advertising?
The price is usually never shown in television advertising because it allows the company to create a sense of curiosity and anticipation in the viewer. By not revealing the price, the company can generate interest and encourage potential customers to visit their store or website to find out the price. Additionally, not showing the price allows the company to focus on the product's features and benefits, rather than getting caught up in price comparisons with competitors. This can help the company to position their product as a premium or high-value item.
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Is individual advertising and single advertising the same thing?
Individual advertising and single advertising are not the same thing. Individual advertising refers to targeting specific individuals or small groups with personalized messages, often using data-driven targeting techniques. On the other hand, single advertising typically refers to a one-time ad placement or campaign, without necessarily targeting specific individuals. While individual advertising focuses on personalization and targeting, single advertising may be more general and broad in its approach.
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What distinguishes good advertising from bad advertising? Provide examples.
Good advertising is distinguished by its ability to effectively communicate the benefits of a product or service to the target audience in a creative and engaging way. It should be memorable, persuasive, and evoke a positive emotional response. For example, Apple's "Think Different" campaign is considered good advertising as it successfully conveyed the brand's innovative and rebellious spirit, resonating with consumers on a deeper level. On the other hand, bad advertising is characterized by being overly pushy, misleading, or irrelevant to the audience. An example of bad advertising would be Pepsi's controversial ad featuring Kendall Jenner, which was criticized for trivializing social justice movements and lacking authenticity.
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