文章基本信息

标题：Content Analysis of Award Winning Advertisements: Search for More Creative Elements
本地全文：下载
作者：Ali Arslan Zaki ; Anum Fatima
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：11
页码：119-131
语种：English
出版社：International Institute for Science, Technology Education
摘要：Contents like colours, jingle, visuals, celebrity, communication and the slogan has positive effects to make creative ads. Contents have significant impact on making a creative ads and it makes a positive effect on the relationship of these contents and creativity. All advertising professionals and ad agencies should pick the concept and to make the eye catching and heart touching creative ads so that the products and services should be communicated in the most productive and effective ways. Before applying this concept a creative brainstorming session should be adopted to discuss the relevant contents after analyzing the profile of the segment and psychology of the customers the campaigns should be designed to make an impact on larger scale. This will also be helpful for managers who are looking for advertising campaigns enrich of these elements for better analysis of the ads. This content analysis of different ads can be important part to save time in creative ideas session made by the creative directors in the ad agencies. This study can be beneficial for marketers in a way that they can give them a new insight towards content analysis and creative techniques, processes and approaches. Local companies can take help from this study in a way that it can apply this broad concept of creative advertising in their respective organizations and save their brands if they are facing serious problem in terms of revenue and in terms of recall, old organizations can introduce new technique of creative advertising to boost their products and brands and can develop their own theme rather to consult an ad agency for the creative recipe.
关键词：Content analysis; advertisements; award winning; creative elements.