emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

development has given rise to new urban growth theories based on creativity. Explanations focus on spatial-structural dimensions … creative work and life. The aim of this paper is to present a cultural sociological view on creativity in the city. It is not … just the urban context that breeds creativity, but culturally (re)produced perceptions of particular places that creative …

Where would the world be without advertising? Stuart Henderson Britt strongly believed in it. He said: “Doing business … without advertising is like winking at a girl in the dark. You know what you are doing, but she doesn’t.” The work reviews the … evolution of advertising, highlighting the uncontestable part played by it within organizations and society in general and it …

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development … and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the … interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and …

problem-solving knowledge is incomplete. One such problem in marketing is advertising design. In this paper, we describe the … with the formulation of advertising objectives, copy strategy, and the selection of communication approaches. The paper … conclude by noting several avenues for the future development of advertising expert systems. …

Creativity constitutes a significant element in advertising because it is related to competitive advantage, to …, the emotional appeal found in social advertising represents a necessary element of creativity in this type of advertising. … advertising effectiveness and to the development of strong brands. Social advertising is a special case of advertising conveying …

education, advertising regulation, etc. References.. …

. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues …Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and … normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses …