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.

Urban Creative Sustainability: The Case of Lublin

“…At the forefront of the analysis is the issue of a frequent lack of understanding of the essence of socialisation towards creativity and the importance of deviance in overcoming symbolic social traumas in marginalised and economically backward spaces. The example of Lublin shows perfectly how, thanks to the long-term strategy of cultural management, it is possible to stimulate the creation of interpretative schemes enabling one to cross cultural barriers and to influence the established resources of common knowledge [54]. The factors at the authority and collective levels interact in order to produce certain creative outcomes [55].…”

System Management and Improvement of Payment Planning Processes in Production Engineering

“…It is therefore important to know the target market, competition and market potential in order to determine whether projected returns are realistic (Kavalic et al, 2021) and (Khan et al, 2022). According to author of paper, the possibility of creating benefits (Sokół and Słupińska, 2019), including changes in the innovation strategy is important, add (Liu, Yang and Yu, 2021), which will allow to recognize new strategic, business, work and other opportunities through which enterprises can take advantage of benefits and use potential of innovative technologies (Karshtedt, 2019), (Leyer, Hirzel and Moormann, 2021) and (Petrov et al, 2020). The decisive source of innovation are subjects and objects directly in enterprises (Ostadabbas, Merz and Weippert, 2021) and (Yadav and Gahlot, 2022).…”

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

“…These categories depend on how much they have adopted digitization and the new ways of communicating the need for recognition [86]. It is clear that consumer demands have changed, and this requires more creative and innovative ads in order to achieve business goals [87]. The creative components of advertisements (text, images) play an extremely important role in online advertising.…”