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What Makes a Good Advertisement?

In: Marketing Revealed

Author

Listed:
  • Willem Burgers

    (China Europe International Business School)

Abstract

In advertising there are many rules to be followed to make advertisements successful. There are nonetheless many people in the advertising industry who don’t want to know the rules. They believe rules kill creativity. Actually, the opposite is true. Rules demand greater creativity. To write a poem that rhymes demands more creativity and effort than to write one that does not rhyme. (I am aware that modern poetry must not rhyme. This book actually is a poem.)

Suggested Citation

  • Willem Burgers, 2008. "What Makes a Good Advertisement?," Palgrave Macmillan Books, in: Marketing Revealed, chapter 10, pages 89-100, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23087-3_10
    DOI: 10.1057/9780230230873_10
    as

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