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Contemporary Creative Advertising in the Urban Environment: Major Tools and Issues
- 14 страниц
- 2014 год
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Introduction
Cities have historically provided important spaces for advertising –“advertising began outdoors”. Through different forms of outdoor advertising, advertisers try to capture the attention of people. However, over the last decade or two, there have been significant changes in both the quantity and form of urban advertising.
The topicality of the research stems from the frequent exposure of modern society to advertisements and the need to analyze the way certain trends are used to influence the buyer’s behavior. If the product is advertised and promoted in a proper way, customers will pay more attention and will want to buy it.
The novelty of this research is caused by the fact that creativity in urban advertising is quite a new area of research in advertising and marketing in general, and in relation to the market perception of non-standard solutions.
The objective of the research is to study the main trends and issues used when creating urban advertising. To achieve this goal the following tasks should be completed: 1) to analyze main types of urban advertising; 2) to consider its specifics; 3) to review the notion of creativity; 4) to examine trends and issues in creative advertising.
The subject of the study is the forms of modern urban advertising. The object of the study is the trends which make advertisements creative and which are widely used in modern advertising.
The theoretical and practical value of the research presupposes further improvement in the creation of urban advertisements. Various factors should be taken into consideration while creating the advertisement. This study is also useful for the customers who want to be aware of the techniques used on them in order to avoid the purchase of unnecessary goods.
This research tests the hypothesis that knowing main types of urban advertising and following certain trends which will make the advertisements creative, it is possible to achieve success in advertising business nowadays.
Contents
Introduction 3
Main types of urban advertising and trends in creative advertising 4
Literature Review 4
Chapter structure and main contents description 5
Problem Statements and the Methodology 6
Empirical part of the research 7
Case study 1. Jobsintown.de 8
Case study 2. IBM’s Smart ideas for smart cities 9
Case study 3. Smart Car 9
Discussion 10
Conclusion 13
Results anticipated 13
Constraints and prospects for the research 14
Bibliography 15
Appendix 1 Guerilla Advertising by Jobsintown.de 17
Appendix 2 Guerilla advertising by IBM 18
Appendix 3 Billboards by Smart 19
Constraints and prospects for the research
Nowadays more and more importance is given to the use of scientific approaches to creative solutions, because the success of an advertising campaign depends largely on the quality of promotional materials. Following the results of this research is very useful when you plan to launch new products and when you want to inform consumers about existing products. The diversity of various forms of outdoor media (from commercial advertisements through to posters, notices, signs, stencils, stickers, and graffiti) reflects the fact that the outdoor media landscape is used to address a range of publics – from mainstream publics who are addressed by approved government notices and corporate advertisers, to counter - publics who are addressed by those who often pursue their own purposes to influence urban environment. This co-existence does not always meet the same objectives, and the outdoor media landscape will inevitably be an object of contestation among a variety of interest parties including regulators, advertisers, artists and activists. Public advertising in urban infrastructure such as bus shelters, street signs and public telephones has grown as a result of structural changes in the advertising industry and shifts towards neoliberal urban forms.
Bibliography
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