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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)
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    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)

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    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

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