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Relevant bibliographies by topics / Creative advertising / Dissertations / Theses

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Dissertations / Theses on the topic 'Creative advertising'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 January 2023

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1

Demir, Pinar. "Consumers' perceptions of, and responses to, creative advertising." Thesis, University of Westminster, 2017. https://westminsterresearch.westminster.ac.uk/item/q3q51/consumers-perceptions-of-and-responses-to-creative-advertising.

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This study examined the way consumers perceive and respond to creative advertising, advertising that is judged by experts (usually senior practitioners) to be creative, to see if consumers reacted in the way that could reasonably be expected of them. It offers a conceptualisation of creative ads, from the perspective of consumers, with their perceptions as antecedents and responses as outcomes. It starts with a review of the literature on creativity and advertising, the various definitions and dimensions of advertising creativity, and the approaches to measuring it. Consumer responses to adver

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2

Bugge, Markus M. "Creative distraction the digital transformation of the advertising industry /." Doctoral thesis, Uppsala : Uppsala University, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-109707.

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3

Felippetti, Daniel. "The advertising creative process: insights from the Brazilian ad industry." Doctoral thesis, Universitat Autònoma de Barcelona, 2016. http://hdl.handle.net/10803/384534.

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Esta investigación busca verificar y explorar el alejamiento entre la academia y la industria publicitaria. Más allá de esto, intenta confirmar si estas dos realidades comparten conocimiento común en algún punto. Esto se logra mediante la estructuración de nuestra investigación en dos partes diferentes, una con un enfoque teórico y la otra desde un punto de vista práctico. La primera parte está hecha a través de la definición de los conceptos básicos y de la revisión de 30 modelos diferentes del proceso creativo. Los primeros 15 se clasifican como modelos clásicos, normalmente cubriend

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Lee, Pui Yuen. "Towards a triadic creative role : Hong Kong advertising creatives' responses to the rise of social media." Thesis, University of Edinburgh, 2014. http://hdl.handle.net/1842/9870.

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The rise of social media has significant implications for the advertising industry, particularly for the relationships between marketers, consumers and advertising agencies. In fact, the entire advertising landscape has been developing in response to the emergence of digital technologies and advertising media, and the roles of these key stakeholders of the advertising industry and how they perform in the social media era are still not clear. Most previous research on this topic has focused on Western countries and adopted a macro perspective. In contrast, this study contributes to knowledge by

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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.

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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this

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6

Lee, Kee. "Practicing globalization : mediation of the creative in South Korean advertising." Thesis, London School of Economics and Political Science (University of London), 2013. http://etheses.lse.ac.uk/769/.

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The aim of my thesis is to investigate the various ways in which globalization is performed in the locus of the South Korean advertising industry. In doing this, I focus upon the practice of creative advertising which is considered as one of the main practices to perform globalization in the locus. Addressing globalization as performativity means that this study rejects the idea of globalization as an objective structure. Instead, it approaches globalization as discursively induced practices and a transitory construction constituted of aggregate action. However, the actions that build globaliz

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Al, Qbain Hassan Issa Wadie. "The effect of creative execution in advertising on purchasing intentions." Thesis, University of Leeds, 2016. http://etheses.whiterose.ac.uk/17297/.

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This research investigates new creative executions in advertising. The researcher examines the difference between non-branded ads (ads with no logo), branded ads (ads which show the product’s logo) and degraded Ads (ads which where degraded by pixelation) within the major dimensions of creativity, which are conceptualised as divergence (novelty) and relevance (usefulness) on the following variables: attitude toward the ad (Aad) and purchase intentions (PI). The researcher argues that non-branded Ads (without a logo) generate curiosity, since more thinking is required to determine the product b

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Frulla, Lisa, and Stefan Söber. "The Process : a study of an advertising agencys creative work procedure." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-115728.

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Kreativitet och kreativa processmodeller kan ses som verktyg som i marknadskommunikationsbranschen kan användas för att ta fram marknadskommunikation som tilltalar och når den tänkta målgruppen och som gör att det önskade kommunikationsresultatet uppnås. En kommunikationsbyrås uppdrag är att ta fram kreativa kommunikationslösningar för en kunds räkning. Det är viktigt att kunden får valuta för sina pengar, alltså att kommunikationen ger en effekt som uppfyller eller överträffar de mål som ställts upp av kunden. Därför är det nödvändigt att det kreativa arbetet genomförs på ett sätt som leder t

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9

Turnbull, Sarah. "The creative development process within U.K. advertising agencies : an exploratory study." Thesis, University of Portsmouth, 2011. https://researchportal.port.ac.uk/portal/en/theses/the-creative-development-process-within-uk-advertising-agencies(23c46a18-e95b-47fa-a26b-fbb09e095905).html.

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Whilst advertising creativity has received attention in the past, the process of advertising creative development has attracted less attention and to date only a limited number of studies have examined this area. Moreover, there is limited empirical evidence on the process within advertising agencies themselves. The aim of this study was to explore the creative development process within advertising agencies and provide evidence of the contextual factors which influence the process. Semi-structured interviews were conducted with 21 advertising agency account management personnel from London ba

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10

Grahle, Christian René. "Organizing creativity : the role of aesthetic knowledge in advertising creative processes." Thesis, University of St Andrews, 2015. http://hdl.handle.net/10023/11868.

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This thesis presents the results of research which investigated how creative processes in advertising agencies are organized and the role aesthetic understandings play therein. Indepth accounts describing how creative processes in advertising agencies are organized were not well characterized in the extant literature. This was surprising, given the confusion that existed about whether or not advertising practitioners share similar tastes. Whereas some research suggests highly homogenous taste patterns, other research, reporting about severe conflicts in advertising agencies, suggests that the

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Hackley, Christopher E. "The social construction of advertising : a discourse analytic approach to creative advertising development as a feature of marketing communications management." Thesis, University of Strathclyde, 1999. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=20822.

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This thesis explores the creative development of advertising through a discourse analytic method. The 'creative development of advertising' refers here to the intra-agency process of developing advertising from client brief through planning, research, creative brief, design and execution. The thesis draws on a wide ranging literature review of research papers and popular texts to locate the study within marketing management as the superordinate field, and within marketing communications and advertising as the immediate domains. The main data gathering method is the dyadic depth interview, supp

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Raghubansie, Antonius D. "An exploration of creative managers' perspectives on digital creativity : the impact of viral campaigns on creative processes, appeals and creative teams in UK advertising agencies." Thesis, Birmingham City University, 2016. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.739955.

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This research aims to develop conceptual insight into the practice and impact of a specific digital phenomenon – “viral marketing” – on marketing communications agencies. Specifically, it explores the UK, one of the most important hubs in global advertising looking at agenciesr campaign design planning, the roles of creative teams and the management processes through three research objectives: · To explicate, classify and explore the changes in advertising campaign planning processes and roles which digital phenomena such as virals have introduced · To capture and codify the working models whi

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Ravalo, Bethel Ann. "Creative strategies in El nuevo herald comparisons of advertising executions 1996 and 1998 /." [Florida] : State University System of Florida, 1999. http://etd.fcla.edu/etd/uf/1999/amg2054/ravalo%5Fb.pdf.

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14

Contreras, R. Sandra V. "Strategic aesthetics in advertising campaigns : implications for art direction education." Thesis, Queensland University of Technology, 2012. https://eprints.qut.edu.au/53222/1/Sandra_Romero_Thesis.pdf.

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For over half a century art directors within the advertising industry have been adapting to the changes occurring in media, culture and the corporate sector, toward enhancing professional performance and competitiveness. These professionals seldom offer explicit justification about the role images play in effective communication. It is uncertain how this situation affects advertising performance, because advertising has, nevertheless, evolved in parallel to this as an industry able to fabricate new opportunities for itself. However, uncertainties in the formalization of art direction knowledge

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Aguilera, Hernández Raúl Alejandro. "Evaluación de los modelos creativos de Goldenberg, Mazursky & Solomon para el desarrollo y análisis de anuncios publicitarios." Doctoral thesis, Universitat Autònoma de Barcelona, 2017. http://hdl.handle.net/10803/457906.

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Esta investigación tiene como objeto de estudio la creatividad publicitaria a través del uso de los 8 modelos creativos sugeridos por los investigadores Goldenberg, Mazursky & Solomon. El uso de estas técnicas creativas y su importancia en el desarrollo de publicidad está avalado por diversos estudios que las determinan como patrones para dirigir la creatividad y generar la idea que sustenta a anuncios publicitarios efectivos. Para llevar a cabo el estudio de la creatividad, esta investigación está compuesta de dos partes. La primera parte se conforma de una perspectiva teórica que expone los

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Kilgour, A. Mark. "The Creative Process: The Effects of Domain Specific Knowledge and Creative Thinking Techniques on Creativity." The University of Waikato, 2007. http://hdl.handle.net/10289/2566.

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As we move further into the 21st century there are few processes that are more important for us to understand than the creative process. The aim of this thesis is to assist in deepening that understanding. To achieve this a review of the literature is first undertaken. Combining the many different streams of research from the literature results in the development of a four-stage model of the creative thinking process. The four stages are problem definition, idea generation, internal evaluation, and idea expression. While a large range of factors influence the various stages in this model, two

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Band, Christine. "An ethnographic interpretation of the work environment within a creative culture in the advertising sector." Thesis, Edinburgh Napier University, 2013. http://researchrepository.napier.ac.uk/Output/6613.

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Purpose and rationale The purpose of the exploratory research is to provide a deeper understanding of how the work environment enhances or constrains organisational creativity (creativity and innovation) within the context of the advertising sector. The argument for the proposed research is that the contemporary literature is dominated by quantitative research instruments to measure the climate and work environment across many different sectors. The most influential theory within the extant literature is the componential theory of organisational creativity and innovation and is used as an anal

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Lynch, Brenda A. "Generating creative ideas at work a qualitative study of an advertising agency and a state rehabilitation agency /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1117570358.

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Thesis (Ph. D.)--Ohio State University, 2005.<br>Title from first page of PDF file. Document formatted into pages; contains xi, 166 p.; also includes graphics. Includes bibliographical references (p. 154-160). Available online via OhioLINK's ETD Center

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Lynch, Brenda. "Generating creative ideas at work: a qualitative study of an advertising agency and a state rehabilitation agency." The Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=osu1117570358.

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Stadler, Christopher J. 1972. "How Innovation Traits in Members of Advertising Agency Teams Propel the Creative Process: The Professional Opinion." Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11478.

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xii, 54 p. : ill.<br>Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative team - the team of creative, strategy and management staff that is responsible for creative execution - to find out more about how creative teams function at the goal level (team effectiveness) and at the individual level (individual cognitive styles). To study creativity and decision making, individuals involved in the creation of a

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21

Crawford, Bryan D. "Understanding the 'blended creative': Examining a new role in screen media production." Thesis, Queensland University of Technology, 2020. https://eprints.qut.edu.au/180894/1/Bryan_Crawford_Thesis.pdf.

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This project identifies an emergent creative profession that leverages the benefits of affordable production technologies and digital distribution platforms to service small- to medium-sized advertising clients. It employs a practice-led research approach that aligns reflective practice theory and a critical review of existing literature with four industry-based case studies from my own professional practice. It argues that this emergent profession—called the 'blended creative'— services clients who previously lacked the resources to produce high-quality advertising content, and calls for a pr

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Boström, Louise, and Elin Hoffmeister. "What is creativity - a study of the usage and interpretation at an advertising agency." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-94554.

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Inom kreativitetsforskningen har det gjorts omfattande studier för att försöka definiera och mäta kreativitet. Innebörden av kreativitet har förändrats utifrån de historiska och kulturella sammanhang som begreppet använts inom. Genom att förstå begreppet kreativitet menar forskare att människan kan lära sig att identifiera och förstå varje persons unika kreativa förmågor. Det gör oss även till bättre problemlösare - då kreativitet enligt vissa forskare berör olika problemlösarstilar. Sist men inte minst är det viktigt att förstå begreppet kreativitet då det ger människan intellektuell tillfred

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23

Hernández, Quispe Carolina Andrea. "¿Cuáles son los factores que limitan la presencia femenina en la creatividad publicitaria?" Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/653236.

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El presente artículo pretende mostrar parte de la realidad de la configuración, a nivel de género, de los equipos del departamento de creatividad en la industria publicitaria limeña. Se presenta, en un primer momento, una investigación teórica que recorre la historia de la mujer en el ámbito laboral y luego, de manera específica en la publicidad. Esto se respalda con indagación cualitativa realizada a través del método de entrevistas, a los principales directores de esta industria. Así, se responde, de manera no concluyente, cuáles son los principales factores que limitan la presencia femenina

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Opas, Tommi. "An investigation into the development of a Creativity Support Tool for advertising." Click here to access this resource online, 2008. http://hdl.handle.net/10292/681.

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In recent years, there has been a strong interest in developing Creativity Support Tools for many exciting areas of research such as art and music. Yet few such tools have been developed to support creativity in advertising. This is unusual since advertising, like art and music, is a highly creative endeavour of the human mind. The goal of advertising is to transform a communicational objective of a product or a service into a creative idea. A tool that would enhance the development of creative ideas in advertising would be highly beneficial for the advertising industry and possibly shed light

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Hanson, Cara C. "Pizzapreneurship: A Creative Solution Directed at College-aged Consumers to Enable Better Access to Little Caesars Pizza." Ohio University Honors Tutorial College / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1492689430373602.

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Fry, Joe. "The role of boundary objects in the management of creative processes : a critical realist organisational ethnography of digital advertising work." Thesis, Lancaster University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.654964.

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Cimbalníková, Eva. "Návrh komunikačního mixu vybrané události v cestovním ruchu – Festival otevřených sklepů." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222662.

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Diplomová práce je zaměřena na komunikační mix vybrané události (eventu). Touto událostí je “Festival otevřených sklepů”, pořádaný neziskovou organizací Nadace Partnerství, o.p.s. ve městě Znojmě v dubnu 2010. Cílem práce je kriticky analyzovat stávající komunikační mix, předložit návrhy na zlepšení současného stavu. Přínosem diplomové práce, po případné implementaci závěrů, by mělo být zvýšení návštěvnosti následujícího “Festivalu otevřených sklepů” na podzim roku 2010.

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Alves, Maria Cristina Dias. "Mediações e os dispositivos dos processos criativos da publicidade midiatizada: vestígios e perspectivas." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-19092016-163535/.

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Esta tese de doutorado traz à discussão os processos criativos das agências de publicidade brasileiras contemporâneas face à acelerada disseminação dos meios digitais; dos aparatos técnicos e suportes, das redes e sistemas informacionais; alterando a interação entre os sujeitos e, dessa feita, as práticas socioculturais. Se no início do século passado a criação dos cartazes e anúncios ficava a cargo de escritores, poetas e pintores, essa origem configurou as representações dos redatores e diretores de arte das agências como artistas; imagem que também se alterou tanto quanto os meios pelos qua

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Klahr, Cisela, and Joakim Forsberg. "Guldägg till frukost och bra betalt : - Vad påverkar reklamares val av arbetsplats." Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-592.

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<p>Problem</p><p>Det är viktigt att som reklambyrå ha duktiga medarbetare, eftersom värdet för kunderna ligger i medarbetarnas kreativitet, kunskap och skicklighet. För mindre byråer och byråer utanför Stockholm kan det vara ett problem att hitta duktiga medarbetare med erfarenhet. En förutsättning för att kunna attrahera denna grupp är att veta vad de anser viktigt vid val av arbetsplats.</p><p>Syfte</p><p>Uppsatsens syfte är att undersöka olika variabler som påverkar arbetsval hos kreativa arbetstagare, med avgränsning till dem som varit eller är anställda vid reklambyråer i Stockholm, samt

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Falcade, Mateus Jacques. "Gestão de pessoas em indústrias criativas : o caso das agências de publicidade da cidade de Porto Alegre." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2016. http://hdl.handle.net/10183/149295.

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O presente trabalho tem como objetivo analisar, a partir das diferentes características e do modo de funcionamento de agências de publicidade de Porto Alegre, como é feita a gestão de pessoas em um contexto de economia criativa. Para tanto foi realizada uma pesquisa exploratória, na qual foram realizadas 24 entrevistas com gestores e colaboradores de quatro agências de publicidade de diferentes portes localizadas na cidade de Porto Alegre. Por meio da técnica de análise de conteúdo identificou-se que os processos de gestão de pessoas nas agências são incipientes devido à grande dificuldade ger

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Bertomeu, João Vicente Cegato. "Filmes publicitários: o processo de criação e as buscas do mercado global." Pontifícia Universidade Católica de São Paulo, 2008. https://tede2.pucsp.br/handle/handle/5058.

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Made available in DSpace on 2016-04-26T18:17:09Z (GMT). No. of bitstreams: 1 Joao Vicente Cegato Bertomeu.pdf: 36291374 bytes, checksum: 1f4e8d5dd7b288ccfe160e88f48535d3 (MD5) Previous issue date: 2008-05-12<br>The research aims to study the creating process of advertising movies in order to identify and to go in-depth of their specificities as well as in the colective process involving customer, agency and production firm. The study also strives to understanding the process involving conception and production when a persuasive communication takes place globally. The concept and fundamentals

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Bråtenfeldt, Cindy. "Interaktionens betydelse mellan varumärken och konsumenter : En instrumentell fallstudie av varumärket Head and Shoulders och dess reklamfilm." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-30902.

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In today’s society, people do not solely purchase a product for its promised use. Instead, a brand is purchased and along with that brand comes a variety of associations. The associations of a product’s brand are what contributes to the added value that, according to this study, is what distinguishes a brand’s power. In order to create a powerful brand and such positive associations amongst its consumers, this study demonstrates the importance of understanding how a brand’s interest group behaves in their choice of brand. The study investigates the significance of interaction between a brand a

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Яненко, Ярослав Васильович, Ярослав Васильевич Яненко та Yaroslav Vasylovych Yanenko. "Репрезентація культурних стереотипів в українській рекламі". Thesis, Verlag Otto Sagner, 2014. http://essuir.sumdu.edu.ua/handle/123456789/37731.

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У статті розглядається репрезентація культурних стереотипів в українській рекламі. Особлива увага приділяється аналізу використання у рекламних повідомленнях патріотичних мотивів та елементів національного колориту. У результаті дослідження виявлено та охарактеризовано три групи культурних стереотипів, що репрезентуються сучасною українською рекламою й належать до традиційної української культури, радянської епохи та нового часу.<br>В статье рассматривается репрезентация культурных стереотипов в рекламе. Особое внимание уделяется анализу использования в рекламных сообщениях патриотических моти

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Karlsson, Evelina. "Kreativ reklam : En bra idé?" Thesis, Örebro University, Örebro University, Örebro University, Department of Humanities, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-6208.

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<p><strong>Title:</strong> Kreativ reklam. En bra idé? (Creative advertising. A good idea?)</p><p><strong>Author:</strong> Evelina Karlsson</p><p><strong>Tutor:</strong> Larsåke Larsson</p><p><strong>Course:</strong> Bachelor Thesis: Media and Communication</p><p><strong>Purpose:</strong> The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience. The questions are:</p><p>* Which influence does creativity have on advertising?</p><p>* What are differences between prize

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Parnell, Lisa Jane Mrs. "There Is a Fundamental Need for Diversity and Inclusion Awareness Within Leadership of Creative Agencies: An Investigation into Gender in the Professional Design Space." Kent State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=kent1574435037049949.

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Shmalko, Anna. "Kreativní koncept jako klíčový prvek nadlinkových komunikačních aktivit." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-9092.

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Thesis describes the role of creative concepts in ATL and integrated communication. Due to the detail analysis of the advertising creation process defines the key aspects for effective setting of the complex communication campaigns and creative concepts.

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Gadd, Daniel, and Erik Reimers. "How White Is Gold? A study of whether, to what extent and why the white is rewarded in advertising contests." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119949.

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Vitt har länge gått hand i hand med det minimalistiska och enkla, och har en gemensam historia med den estetik och uttryck som återfinns i vår kultur i Sverige. Det gäller för vår arkitektur såväl som vår klädstil och visuella uttryck i den formgivning som skapas. Det vita spelar därför en stor roll för formgivaren precis som reklamtävlingar spelar en stor roll för reklambyråerna i Sverige likväl som internationellt. Det är i dessa som reklambyråerna tävlar om att producera starkast kommunikation och för att marknadsföra sig gentemot nya kunder. Syftet med den här studien är att se om det finn

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Navrátilová, Ludmila. "Budování konkurenční výhody českých podniků prostřednictvím kreativní internetové reklamy v rámci jednotného evropského trhu." Doctoral thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-263393.

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This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represen

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Ehn, Anna, and Jenny Lundberg. "Att ha inkluderande reklam är en självklarhet, eller? : Organisationers förhållningssätt till normkreativ reklam." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79302.

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Syfte: Syftet med studien var att skapa en ökad kunskap och förståelse för organisationers förhållningssätt till normkreativ reklam Metod: En deduktiv studie av kvalitativ karaktär genomfördes genom fem intervjuer med Vattenfall, Synoptik, Sparbanken Rekarne, TUI och Vinter. Slutsats: Studien visade att organisationers förhållningssätt till normkreativ reklam varierar. Studien påvisade även att de organisationer som hade ett positivt förhållningssätt arbetade aktivt med normkreativ reklam och ansåg att det var en självklarhet eftersom detta uppvisade samhällsansvar. CSR, uppmärksamhet och

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Kirkin, S., and K. V. Melnyk. "Intelligent Data Processing in Creating Targeted Advertising." Thesis, National Technical University "Kharkiv Polytechnic Institute", 2017. http://repository.kpi.kharkov.ua/handle/KhPI-Press/44710.

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Miranda, Carolina Schuskel. "O processo criativo de uma agência publicitária a partir dos princípios da Ontopsicologia e da OntoArte." Universidade Presbiteriana Mackenzie, 2012. http://tede.mackenzie.br/jspui/handle/tede/1866.

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Made available in DSpace on 2016-03-15T19:42:27Z (GMT). No. of bitstreams: 1 Carolina Schuskel Miranda.pdf: 3526987 bytes, checksum: f790a877935a8d85b8bca1817bad1d34 (MD5) Previous issue date: 2012-08-21<br>This work discusses the relationship between the design of advertising communication and the principles of Ontopsychology and OntoArt, from the creative process of an advertising agency based in these criteria. The relevance of the work stems from the importance role that the advertising professionals exerts, mainly in the choose process of images used at the advertising, because the imag

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Badurina, Anka Veronika. "Creating Gendered Television Advertisements : Anthropological Studies in a Japanese Advertising Agency." Kyoto University, 2003. http://hdl.handle.net/2433/148955.

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Kyoto University (京都大学)<br>0048<br>新制・課程博士<br>博士(人間・環境学)<br>甲第10320号<br>人博第207号<br>14||171(吉田南総合図書館)<br>新制||人||51(附属図書館)<br>UT51-2003-H741<br>京都大学大学院人間・環境学研究科文化・地域環境学専攻<br>(主査)教授福井勝義, 教授松島征, 助教授田中雅一<br>学位規則第4条第1項該当

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Dahlgren, Sanne, and Beatrice Tabell. "Personalized Advertising Online and its Difficulties with Customer Privacy." Thesis, Karlstads universitet, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-66218.

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Purpose: The aim of this paper is to explain and to create an understanding if personalized advertising online creates value for customers. Design/methodology/approach: A qualitative study through 14 semi-structured interviews. Findings: The study found personalized advertising to be seen as value co-creation in some cases, but because privacy concerns exist and affect the perception of advertising, it can in many cases lead to value co-destruction instead. It is thus a consideration between privacy concerns and the perceived value of the personalized advertising that decides if the offering

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Surovaya, Ekaterina. "Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions." Thesis, University of Canterbury. School of Management, Marketing and Entrepreneurship, 2015. http://hdl.handle.net/10092/10868.

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Over the past decade, the networked information environment has increased consumers’ autonomy and brought radical change to the advertising industry. Now individual consumers can reach millions of others around the world and advise them on well-known brands through home-produced video-ads, which was not as accessible in a previous era dominated by one-way marketing. The overall objective of this thesis was to examine the attitudinal, behavioural and recall effects of consumer-generated advertising (CGA) on viewing audiences. This was achieved by implementing an exploratory sequential mixed met

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Mortimer, Kathleen. "An analysis of the practice and theory of the advertising of consumer services : creation of a framework for effective advertising." Thesis, University of Bedfordshire, 2003. http://hdl.handle.net/10547/622135.

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The objective of this study was to establish whether consumer services need to be advertised differently from goods and, if so, in what way. A review of the services advertising and the general advertising literature revealed discrepancies between not only the services advertising theory and generic advertising theory but also between services advertising theory and services advertising practice. Exploratory research and a further literature review were undertaken to investigate the rationale and any justification for these inconsistencies. The programme of research culminated into a services

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Xiao, Ping. "Generating ideas for pictorial advertisements : starting with pictorial metaphors." Doctoral thesis, Universitat Pompeu Fabra, 2014. http://hdl.handle.net/10803/283093.

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Behind every good advertisement there is a creative concept, a Big Idea. In contrast to the countless number of ads, a small number of patterns of effective communication (idea templates) have been uncovered, which are invariant across content and context. In this thesis, we investigate the formalization of idea templates and use it as the basis for building computational means of generating ideas. We present a computational approach of generating one type of ideas, pictorial metaphor. A two-stage approach is proposed and implemented: Stage 1 finds concepts that are salient in a given property

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CHUNG, SHU YI, and 徐翊鈞. "TV channels of brand advertising creative." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/96417320685939530749.

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碩士<br>國立臺灣師範大學<br>設計研究所<br>99<br>comparatively weak. It is, therefore, imperative for TV medium to find its own positioning in the severe competition environment. Especially in the field of “TV channel packaging (VI)”, also called TV channel identification system, many TV channels use various colors or different dynamic image advertisements. However, not all of these packages can express its core value, mission and vision clearly. This research tries to understand the meaning of “brand” and in-depth analyze the concept of “TV channel brand”; then, discuss the TV channel packaging (VI), includ

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Yuan, Deng Chich, and 鄧智元. "When Metaphor Encounters Creative Ideas:The Study of Metaphor Advertising Creative Ideas Execution." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/regw82.

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Deng, Chich Yuan, and 鄧智元. "When Metaphor Encounters Creative Ideas:The Study of Metaphor Advertising Creative Ideas Execution." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/68158285584870030908.

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彭定國. "Exploration and creative application of new types of advertising Interactive advertising, for example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/96010693459465631000.

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碩士<br>國立臺灣師範大學<br>設計研究所在職進修碩士班<br>100<br>Rapid technological advances, has the output of new inventions and new things all the time, advertising is the most direct project exposure to mass media, the most direct and most effective marketing of the early traditional advertising media is the use of television and print media of newspapers and magazines. But the era of continuous progress has nearly a hundred television channels and hundreds of plane publications, has been unable to effectively and precisely caught the goal of elimination. Response to modern technology, lifestyle changes and effe

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