After reading this article you will learn about the creative process in advertising. Creativity in advertising does not exist in a vacuum. Productive originality and imagination are useful in all areas, even those that relate to such typically managerial tasks as the planning and organisation of advertising departments, and the establishment of controls. In a recent survey of top managers [...]
This article provides a report on advertising agencies dropping commission. Advertising Agencies Commission Dropping: Advertising agency commission have hit rock bottom, dropping now to an all time low. A far cry from 15%, some clients are even paying their agencies commission as low as 2%. The agency of consumer electronics giant Videocon, a company with an advertising budget of Rs. [...]
The concept of unique selling preposition (USP) was developed by Rosser Reeves, former chair of the Ted Bates agency, and is described in his influential book Reality in Advertising. Reeves noted three characteristics of unique selling proposition: 1. Each advertising must make a proposition to the consumer not just words, not just product puffery, not just show window advertising. Each [...]