IDEAS home Printed from https://ideas.repec.org/a/ssi/jouesi/v7y2019i2p842-861.html
   My bibliography  Save this article

Creative management of the advertising form and content

Author

Listed:
  • Aneta Sokół

    (University of Szczecin, Poland)

  • Kamila Słupińska

    (University of Szczecin, Poland)

Abstract

In the last few years there has been a fundamental change in the approach to advertising. Requirements of the recipients have changed, so there has been a demand for more and more creative and interesting forms. Its creativity is influenced by many factors that, when used together, allow it to become so. Both theoreticians and practitioners agree on the role of individual components that are used in the creation of advertising. Therefore, the aim of the article is to consider cognitive, theoretical and methodological as well as empirical issues on the possibilities of creative advertising process and analysis of the application of accepted standards for the use of specific forms and content in advertising messages, so that they ensure the highest efficiency and effectiveness.

Suggested Citation

  • Aneta Sokół & Kamila Słupińska, 2019. "Creative management of the advertising form and content," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 842-861, December.
    • Handle: RePEc:ssi:jouesi:v:7:y:2019:i:2:p:842-861
    DOI: 10.9770/jesi.2019.7.2(4)
    as

    Download full text from publisher

    File URL: https://jssidoi.org/jesi/uploads/articles/26/Sokol_Creative_management_of_the_advertising_form_and_content.pdf
    Download Restriction: no
    File URL: https://jssidoi.org/jesi/article/407
    Download Restriction: no
    File URL: https://libkey.io/10.9770/jesi.2019.7.2(4)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kover, Arthur J, 1995. "Copywriters' Implicit Theories of Communication: An Exploration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 596-611, March.
    2. Kamila SŁUPIŃSKA & Anna SZWAJLIK, 2018. "Developing Activities in Social Media and their Functions Illustrated with an Example of Companies from the ICT Sector," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 69-78, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Elad Granot, 2012. "Creative managers and managing creativity: a hermeneutic exploration," American Journal of Business, Emerald Group Publishing, vol. 26(2), pages 161-182.
    2. Christina L. Brown, 1999. "“Do the Right Thing:” Diverging Effects of Accountability in a Managerial Context," Marketing Science, INFORMS, vol. 18(3), pages 230-246.
    3. Rita Di Mascio, 2016. "Firms’ adoption of self-service technology: how managerial beliefs shape co-production decisions," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 79-97, June.
    4. Didier Courbet & Marie-Pierre Fourquet-Courbet & Marc Vanhuele, 2007. "How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Implicit Communication Theories," Post-Print sic_00288393, HAL.
    5. Chukwuemeka Chris Mbah & Chibuike Basil Nwatu & Ozoemena Christian Okafor, 2018. "Using Creativity Tools to Achieve Advertising effectiveness in Organizations," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 887-901, July.
    6. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    7. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    8. McQuarrie, Edward F., 2004. "Integration of construct and external validity by means of proximal similarity:: Implications for laboratory experiments in marketing," Journal of Business Research, Elsevier, vol. 57(2), pages 142-153, February.
    9. Jose A Martínez, 2016. "The magic of ‘great’ linked to product names," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 179-196, March.
    10. Olsen, G. Douglas & Pracejus, John W. & O'Guinn, Thomas C., 2012. "Print advertising: White space," Journal of Business Research, Elsevier, vol. 65(6), pages 855-860.
    11. Feld, Sebastian & Frenzen, Heiko & Krafft, Manfred & Peters, Kay & Verhoef, Peter C., 2013. "The effects of mailing design characteristics on direct mail campaign performance," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 143-159.

    More about this item

    Keywords

    creativity; advertising; creative advertising process;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ssi:jouesi:v:7:y:2019:i:2:p:842-861. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Manuela Tvaronaviciene (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.