Received: 2019-04-14  |  Accepted: 2019-09-10  |  Published: 2019-12-15

Title

Creative management of the advertising form and content


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.


Keywords

creativity, advertising, creative advertising process


JEL classifications

M12


URI

http://jssidoi.org/jesi/article/407


DOI


Pages

842-861


Funding

The project is financed under the program of the Minister of Science and Higher Education under the name "Regional Initiative of Excellence" in 2019 - 2022 project number 001 / RID / 2018/19 financing amount 10,684,000.00"

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Sokół, Aneta
University of Szczecin, Szczecin, Poland http://www.usz.edu.pl
Articles by this author in: CrossRef |  Google Scholar

Słupińska, Kamila
University of Szczecin, Szczecin, Poland http://www.usz.edu.pl
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

7


Number

2


Issue date

December 2019


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1140  |  PDF downloads: 690

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