1.1 Why is it important to ask this question?
It is sometimes easy for consumers and advertisers to forget, but advertising involves a whole ecosystem of creativity, copywriter and art director, planners and Creative Directors, affiliates of the brand, via a plethora of other professionals – and professions – in order for an idea to come to life and hit our TV screens, radio waves, and any other medium available. With a perpetual flux of new technologies, media and ways to market brands, it becomes increasingly important for Creatives to understand their impact on the ways they can affect, and enhance, the creative process in advertising.
For industry veteran David Ogilvy, as for hopefully most advertisers out there, advertising is about selling products (2007, p. 7). It is useless for consumers to say how creative they find an ad, they need to actually go out there and buy the product – or at least aspire to buying it. Abiding by this principal on the outset is crucial for the creative process’s effectiveness. In addition to this basic mindset, knowing what technology is out there and how the medium will affect the creative idea will allow more control whilst navigating through the abundance of platforms and channels becoming available to reaching consumers.
Ogilvy’s concept of the ‘Big Idea’ (2007, p. 16) as being the Creative’s Holy Grail that culminates from a successful creative brainstorm is by no means dead, but there are arguably now more than just a Big Idea, perhaps several, that a brand can market itself with. With globalization, the synchronization of cultures, the fragmentation of media, the increased accessibility of technology and a far more media savvy audience, advert...
... middle of paper ...
Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York: New York University Press.
Lears, J. (1994). Fables of Abundance: A Cultural History of Advertising in America. New York: Basic Books.
Ogilvy, D. (2007). On Advertising. London: Prion.
Rorty, J. (1934). Our Master's Voice: Advertising. John Day.
Smith, A. (2010, July 15). (W. Bernhardt, Interviewer)
Unknown. (n.d.). A Short History of British Television Advertising. Retrieved July 14, 2010, from National Media Museum: http://www.nationalmediamuseum.org.uk/pdfs/tvads.pdf
Unknown. (n.d.). History of Advertising - in brief. Retrieved July 14, 2010, from mediaknowall: http://www.mediaknowall.com/gcse/advertising/history.html
Unknown. (n.d.). Internet Usage Statistics. Retrieved July 12, 2010, from Internet World Stats: http://www.internetworldstats.com/stats.htm
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- As time progresses, so do the tools available to society. This progression can most notably be seen in technology, which is, as Encyclopedia Britannica puts it, “the use of knowledge to invent devices or tools. Throughout history, technology has made people’s lives easier.” This technological progression has heralded the revolutionary use of the progressing technology to educate young children all over the United States of America. Most citizens here support it, while a small percentage hate its very concept.... [tags: education, educators, tablets, brain use]
1735 words (5 pages)
- Advertising directed toward children should be banned because, it places financial burdens on parents, creates unhealthy choices and develops poor shopping habits as an adult. Advertisements are poison at a young age and we are allowing the youth to drink from the cup. These fatal advertisements are designed by psychologists and enhanced by graphic design teams targeting weakness in children and adults across the world. Agencies spend upwards of twelve billion dollars on advertisements directed toward children every year.... [tags: advertising, food, television]
878 words (2.5 pages)
- The Android operating system is well known among the masses, mostly known for its high tech phones that are released regularly. The mascot, a green alien for Android has also attracted a lot of attention. Android was founded by Andy Rubin and his partners Rich Miner, Nick Sears and Chris White in 2003. In 2005, Google sought out the opportunity and bought Android. It was then developed by Google and Open Hands Alliance. As time progressed many improvements and updates were made since the initial release of the system.... [tags: Technology ]
1933 words (5.5 pages)
- ... It will give the consumer a technological innovative feel. This Samsung flat screen version enable the consumer to receive impressive black and natural colors for content such as BBC iPlayer and the 4oD is not too bad. The sound quality is weighty and textured. This Samsung version is considered a wafer-thin TV’s. Recommendations for Marketing Information The Panasonic TV’s have held on to the plasma technology for their TV’s for quite some time. According to (WHAT HI*FI?, 2013), the production of Panasonic plasma display panels will discontinue in December 2013 (para.1).... [tags: marketing strategies, samsung]
1076 words (3.1 pages)
- When one thinks of clinical informatics, usually computers and records come to mind. Clinical informatics is a topic that strives to help the general population by using technology and science to deliver safer and more efficient patient care. This is all done using the constant improvement of technology, proving that so much can be done with just one network of computers. Imagine the following: You are a doctor with your own practice. In your office lies all of your patients’ paper medical records, all in a single room.... [tags: Clinical Informatics Essays]
1191 words (3.4 pages)
- ... Other early newspapers were Dutch’s “Courante uyt Italien, Duystlandt, &c.” Meanwhile, the first publication published in the United States was Benjamin Harris “Publick Occurrences Both Forreign and Domestick” in the year 1690. The magazines were first published in the 18th century. The first magazine in Britain, “The Gentlemen’s Magazine”, was published in London in the year 1731. Radio first began in the year 1887 when Heinric Hertz discovered radio waves. Frank Conrad was the first person to start radio broadcasting which he did at his garage.... [tags: television, media, print]
1729 words (4.9 pages)
- Advertising and marketing is an essential resource in today’s world. It is used every single day in our culture and society. When driving down the highway or in town, there are so many different kinds of advertisement going on such as billboards, logos on company trucks, on the radio, and other various ways. Defining Advertising “Usually advertising is not an easy term to define. Advertising attempts to persuade the audience to buy a good or service” (Pope, N.D.). Advertising around the world has changed business demands, media technologies, and cultural contexts.... [tags: marketing, advertisements]
980 words (2.8 pages)
- Viral advertising is a relatively new craze that has quickly become the next big thing in marketing. A word of mouth (WOM) strategy, it forces marketers to create branded videos that consumers like so much that they want to share it with friends. To achieve viral success, an ad must create enough buzz to generate one million views, which is the standard tipping point where a video can go from popular to viral status (Teixeira, 2013). This task proves difficult not only because it’s centered on the premise of asking consumers to market a brand for free, but also because of the uncertainty that surrounds the entire phenomenon.... [tags: viral video phenomenon]
1830 words (5.2 pages)
- Intrusive Advertising and Privacy Concerns The concept of consumer privacy encompasses a consumers ability to limit the collection and usage of certain types of data relating to a specific transaction (Sheehan & Gleason, 2001). Today marketers and advertisers have engaged in what I feel to be somewhat questionable behavior in regards to consumers privacy. As technology becomes more sophisticated marketing becomes is a bit more complicated and more intrusive to its customers. In our highly competitive world, it is vital for a successful marketer to conduct a significant amount of research.... [tags: essays research papers fc]
1963 words (5.6 pages)
- Providing Representations in Multiple Modalities Mathematica software enables students to see a graphical representation of any function. By changing equations or using different values for variables, students develop a deeper understanding of mathematics by viewing changes in the graphical representations. A key understanding in pharmacy education is that the action of drugs depends on the "fit" between particular molecules in the body and the molecular structure of drugs, in a kind of "lock and key" relationship.... [tags: essays research papers]
1021 words (2.9 pages)