Advertising Management and Brand Delivery Essay

Advertising Management and Brand Delivery - Essay utilizationBefore criticizing statement, one has to understand the perspectives and viewpoint David Ogilvy (who has built one of the largest advertising agencies in the world) in order to address key assignment questions in comminuted manner (Rieck, 2013). David Ogilvy viewed advertising as the source of promoting products and helping the company to sell items which shadower help the firm to generate revenue. Consideration of the confession of David Ogilvy in the harbour named as Confessions of an Advertising Man reveals the fact that the advertising legend was not even ready to perceive advertising as creative expression which whitethorn not have sales impact (Ogilvy, 1988). Ogilvy (1988, p. 43) wrote I tell new recruits that I will not allow them to use the word creative to mark the functions they are to perform in the agency in order to his ignorance towards the word creativity. According to Ogilvy (1988), one cannot afford t o become creative in advertising design for the sake of creativity without producing measurable result because it is responsibility of the advertising firm to take care of the interest of client who is paying for designing the advertisement. Now, the question is whether David Ogilvy was justly while stating If it doesnt sell, it isnt creative or it was a mis conceptionion of the advertising legend? At this point of discussion, the essay is in no position to notice or judge the validity of the statement due to two reasons, 1- the researcher needs to conduct literature review moveing the role of creativity in advertisement in order to get idea of theoretical background of the statement and until then, any judicial decision will bound to face degree of subjectivity and 2- the concept of creativity is lovely much tacit in nature hence one has to define the characteristics of creativity before making any subjective judgement to statement of David Ogilvy. Therefore, in the next sec tion, the essay will try to answer the three questions such as, 1- what the role of creativity in advertising is, 2- how creativity can both positively and negatively affect the success of a campaign and 3- how the creative process can be supported by the elements of the creative drawing and answering the three questions will help the researcher to criticize David Ogilvys statement such as If it doesnt sell, it isnt creative in non-partial and big-chested manner. Role of Creativity in Advertising Kawashima (2006) compared advertising campaigns in Japan, US and UK and found significant amount of differences in look, feel and style of television adverts. If advertising is paid form of communication and aim is to just promote product information to customers then why would advertisers need to experiment with form, content and layout? Well, that is a pretty interesting question and answer to the question is linked with need of creativity in advertising space. Kawashima (2006) also fou nd that advertisements produced in UK have more trip edge cutting edge creative production appeals in comparison to advertisements in emerging markets like Brazil, Russia, China, India and South Africa which can be classified as banal calls to attract customers to buy the products. Grabher (2001 and 2002) pointed out that with the increase in competition in globalized economy, marketers are seeking to put more creative quotients in advertisements in order increase brand visibility among customers as against competitors. In the literature regarding advertisement, importance of culture, geo-demographic dispositions on advertisement got greater importance as against literature regard