Misplaced marketing The real reason for the real bad advertising
Tóm tắt
Focuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end customers, and what they need to see and hear.
Từ khóa
Tài liệu tham khảo
Garfield, R. (1999), “TD Waterhouse makes trade with celebs”, Advertising Age, Vol. 70, November 29, p. 79.
Kover, A.J., James, W.L. and Sonner, B.S. (1997), “To whom do advertising creatives write? An inferential answer”, Journal of Advertising Research, Vol. 37, January/February, pp. 41‐53.
Moriarty, S.E. (1996), “Effectiveness, objectives, and the EFFIE Awards”, Journal of Advertising Research, Vol. 36, July/August, pp. 54‐63.
Ogilvy, D. (1963), Confessions of an Advertising Man, Ballantine Books, New York, NY.