PR and Advertising

Divergent representational practices in advertising and consumer research: some thoughts on integration

by Chris Hackley

Hackley, C. (2003) Divergent representational practices in advertising and consumer research: some thoughts on integration Qualitative Market Research- An International Journal 6,3 pp175-183.

This essay refers to working practices in advertising agency research as a source of reflection on representational... more This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider world of consumer research.

From consumer insight to advertising strategy: the account planner's integrative role in creative advertising development

by Chris Hackley

Hackley, C. (2003) From consumer insight to advertising strategy: the account planner's integrative role in creative advertising development Marketing Intelligence and Planning 21/7 446-452

How divergent beliefs cause account team conflict’

by Chris Hackley

Hackley, C. (2003) ‘How divergent beliefs cause account team conflict’, International Journal of Advertising 22/3,313-332 (reprinted in Chris Hackley (Ed) (2009) Advertising Vol 1 Advertising Management, London, Sage, pp 1-17.)       

An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing... more An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to
the advertising development process may have a deeper basis. Analysis of in-depth interviews suggested that they conceived of their respective roles in terms of implicit models of the consumer. These models were represented through particular
epistemologies of consumer knowledge. The contrasting ‘epistemological models’ held by account team professionals were apparent in the differing stances on the role and function of consumer research in advertising development. The paper attempts to substantiate these speculative models with the dual aim of generating insight into the underlying
dynamics of account teams and also of contributing to extant work on implicit theory in advertising practice.

Nyelvi és vizuális dekontextualizáció mint vonzerő- és hatalomkonstrukciós eszköz a prémiumszegmens reklámüzeneteiben

by Tamás Eitler

pre-print, for personal use only

Egyetemi online bemutatkozó filmek multimodális elemzése: a London Metropolitan University példája

by Tamás Eitler

pre-print, for personal use only

A multimodal analysis of London Metropolitan University promotional videos

Nemlineáris szerkesztés és dekontextualizáció multimodális nyomtatott hirdetésekben

by Tamás Eitler

pre-print, for personal use only

Nonlinearity and decontextualisation in multimodal print advertisements

Publicidade online: formatos e desambiguação (2011)

by Sonia Sebastiao

“Publicidade online: formatos e desambiguação” in: Revista Comunicação e Sociedade, 19, pp. 13-24, Braga: Universidade do Minho

Com o presente artigo, a investigadora pretende apresentar uma sistematização dos formatos publicitários em ambiente... more Com o presente artigo, a investigadora pretende apresentar uma sistematização dos formatos publicitários em ambiente digital. Adicionalmente argumenta que o patrocínio, o product placement, os referrals e o user generated content são técnicas de comunicação integrada e não técnicas publicitárias. Finalmente, sublinha-se a necessidade de adaptação das mensagens ao meio digital e aos desejos dos utilizadores da web, ao invés de se optar pela transposição das mensagens transmitidas offline para o online.
Descritores: Publicidade, Formatos, Digital, Comunicação Integrada

¿Realmente estamos asistiendo al final de la publicidad?

by Antonio Caro

Texto de la conferencia pronunciada en la Universidad Autónoma de Occidente (Cali, Colombia), dentro del IV Congreso Galería Publicitaria Autónoma "El fin de la publicidad", el 12 de mayo de 2010.

Publicidad intrusiva frente a publicidad permisiva

by Antonio Caro

Serie de cuatro artículos publicados en el semanario profesional Anuncios en 2001 dentro de mi columna "El revés de la trama".

La crisis de la creatividad

by Antonio Caro

Serie de 6 artículos publicados en el semanario profesional "Anuncios" entre septiembre y noviembre de 1998, dentro de la sección del autor "En campaña".

Mundos imaginarios

by Antonio Caro

Serie de 12 publicados en el semanario profesional "Anuncios" entre marzo y mayo de 1998 (núms. 779 a 790).

Winners, Cheats, and Witches: East African Soccer Cartoons

by Jigal Beez

Stupid Hares and Margarine: Early Swahili Comics

by Jigal Beez

Evolution of advertising / History of advertising

by Sladjana Starcevic

Author: Sladjana Starcevic

Published in "Teme"
2007, vol. 31, iss. 2, pp. 421-436

article language: Serbian
Review Paper

Evolution of advertising
Starčević Slađana
Belgrade

Abstract

Advertising has been present since ancient times, namely, as far back as the year 2,000 B.C.... more Abstract

Advertising has been present since ancient times, namely, as far back as the year 2,000 B.C. Various forms of advertising have been replacing each other over time, but the role of advertising has remained the same - drawing attention intentionally and knowingly with the aim of acquiring material benefits for its sender or other benefits in a less tangible form. Nowadays advertising is full of a variety of mechanisms trying to influence the audience; it is woven into numerous segments of our everyday milieu and features an indirect creation of a multisensor experience, which makes a distinction from other means. What makes advertising especially attractive is the fact that the market battle nowadays is considerably based on intangibility and the advertising itself has contributed to the establishment of such a rule. This paper summarizes the evolution of advertising process from its roots till today. It is especially emphasized that the development of advertising has been associated to a large extent with the development of branding, so that strong relation created between these two concepts still appears in mutual feeding of their effects.

Keywords
advertising; branding; image; consumer; influence

Mogućnosti i efekti primene komparativnog oglasavanja / Komparativna propaganda

by Sladjana Starcevic

Ekonomski anali
2006, vol. 51, br. 171, str. 90-102

jezik rada: srpski
saopštenje
doi:10.2298/EKA0671090S

Mogućnosti i efekti primene komparativnog oglašavanja
Starčević Slađana

Poslednjih godina evidentno je da je jedna forma konkurentskog oglašavanja dobila na važnosti - komparativno... more Poslednjih godina evidentno je da je jedna forma konkurentskog oglašavanja dobila na važnosti - komparativno oglašavanje. Iako je njegovo rasprostranjeno korišćenje verovatno inspirisano verovanjem da se na taj način ohrabruje percepcija relativne superiornosti marke u odnosu na konkurenciju, istraživanja su proizvela dosta različite zaključke o njegovoj efektivnosti. U članku se sumiraju rezultati dosadašnjih istraživanja u ovoj oblasti, posebno oni koji ukazuju na faktore koji mogu uticati na efektivnost komparativnog oglašavanja. Pored toga, u članku su iznesena mišljenja pojedinih autora o dejstvu ovog oblika oglašavanja na marku u dugom roku, te preporuke za njegovo efektivnije korišćenje.
Ključne reči
komparativno oglašavanje; konkurencija; potrošač; uticajni faktori; stavovi

Imaging process and VIP engagement

by Sladjana Starcevic

Author: Sladjana Starcevic
Published in: Marketing, vol. 38, iss. 1-2, 1997, pp. 21-28

article language: Serbian
Original Scientific Paper
Imaging process and VIP engagement

ABSTRACT

It's often quoted that celebrity endorsement advertising has been recognized as "an... more ABSTRACT

It's often quoted that celebrity endorsement advertising has been recognized as "an ubiquitous feature of the modern marketing". The researches have shown that this kind of engagement has been producing significantly more favorable reactions of consumers, that is, a higher level of an attention for the advertising messages, a better recall of the message and a brand name, more favorable evaluation and purchasing intentions of the brand, in regard to engagement of the non-celebrity endorsers. A positive influence on a firm's profitability and prices of stocks has also been shown. Therefore marketers leaded by the belief that celebrities represent the effective ambassadors in building of positive brand image or company image and influence an improvement of the competitive position, invest enormous amounts of money for signing the contracts with them. However, this strategy doesn't guarantee success in any case, because it's necessary to take into account many factors. This paper summarizes the results of previous researches in this field and also the recommendations for a more effective use of this kind of advertising.
Keywords
advertising; celebrity; endorsement; brand image; consumer

Evolucija propagande / istorija propagande

by Sladjana Starcevic

Teme
2007, Vol. 31, Br. 2, стр. 421-436

Jezik rada - Srpski
Pregledni clanak

Evolucija propagande
Starčević Slađana
Beograd

sladjana.starcevic@gmail.com

Abstrakt

Propaganda postoji od davnina, praktično još od 2000. godine pre nove ere Forme njenog... more Abstrakt

Propaganda postoji od davnina, praktično još od 2000. godine pre nove ere Forme njenog ispoljavanja su se vremenom smenjivale, ali njena uloga je ostala ista - izazivanje namerne i svesne pažnje čiji je cilj sticanje koristi za njenog pošiljaoca u materijalnom smislu ili na neki manje opipljiv način. Danas propaganda obiluje mnoštvom mehanizama kojima nastoji da se ostvari uticaj na auditorijum, utkana je u mnogobrojne segmente našeg svakodnevnog okruženja i poseduje karakteristiku indirektnog kreiranja multisenzornog doživljaja, što je izdvaja u odnosu na ostale instrumente. Ono što joj daje posebnu draž, jeste to što se tržišna borba danas velikim delom vodi na osnovu neopipljivosti, a i sama propaganda je doprinela učvršćivanju takvog pravila. U ovom radu se sumarno prikazuje evolutivni proces privredne propagande, od njenih korena do danas. Posebno se naglašava da je razvoj propagande u velikoj meri bio povezan sa razvojem brendiranja, te da je između istih stvorena jaka sprega koja se i dalje ispoljava u međusobnom pothranjivanju njihovog dejstva.

Klju;ne reci
propaganda; brendiranje; imidž; potrošač; uticaj

Creative Proposal

by Daryl Orris

Creative Proposal from Viking Creative Concepts, Inc. for United Health Group, Optum Health.

Developed to advance the Optum Health website and insurance plan. Presentation also included an eight page written... more Developed to advance the Optum Health website and insurance plan. Presentation also included an eight page written Strategic Marketing Plan.

Advanced Creative Project in Advertising

by Marcus Leaning

This case study details a two semester 40 credit (1/3 of a final year work load) module that is offered as an... more This case study details a two semester 40 credit (1/3 of a final year work load) module that is offered as an alternative to a dissertation for students taking an undergraduate (single or joint honours) degree in Advertising. The course is taught in the School of Creative Arts and Humanities at Trinity College, Carmarthen. The course makes extensive use of case studies developed with local businesses and organisations. Students work in groups or ‘virtual’ agencies to deal with the case study and present their solutions to representatives of the businesses in a competitive ‘pitch’. The module offers a number of benefits: the students gain experience of working to ‘real world’ problems and developing high level skills; the businesses involved benefit from having tailor made creative solutions developed for them for actual problems they may be encountering. The course has proven very successful and in a number of instances the businesses have used the student’s work.

Las oportunidades de la publicidad en un entorno globalizado: el mercado castellano leonés

by Questiones Publicitarias

David Alameda García & Elena Fernández Blanco & Irene Martín Martín
Published in Questiones Publicitarias, 2009, 14, 79-91.

Frente al contexto de concentración y especialización que caracteriza al sector publicitario y de la comunicación... more Frente al contexto de concentración y especialización que caracteriza al sector publicitario y de la comunicación estratégica nacional, se abre una realidad regional y local que dista en gran medida de éste en cuanto a los procesos, agentes, volumen de negocio, comercialización y gestión de los espacios publicitarios y actividades comunicativas desarrolladas. El presente artículo es fruto de una investigación subvencionada por la Junta de Castilla y León con el objetivo de profundizar en el conocimiento de la realidad de la industria publicitaria y de las relaciones públicas de la región, para desentrañar sus oportunidades de futuro.

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Opposite to the context of concentration and specialization that it characterizes to the advertising sector and of the strategic national communication, there is opened a regional and local reality that is far to a great extent from this one as for the processes, agents, volume of business, marketing and management of the advertising spaces and communicative developed activities. The present article is a result of a research subsidized by the Junta de Castilla y León to knowledge the reality of the advertising industry and of the public relations of the region, to discover his opportunities of future.