Advertising Management and Brand Delivery Essay

denote Management and Brand Delivery - Essay ExampleBefore criticizing statement, mavin has to understand the perspectives and viewpoint David Ogilvy (who has built one of the largest advertising agencies in the world) in influence to address divulge assignment questions in precise manner (Rieck, 2013). David Ogilvy viewed advertising as the source of promoting products and helping the company to denounce items which go off help the level to generate revenue. Consideration of the confession of David Ogilvy in the book named as Confessions of an Advertising Man reveals the fact that the advertising legend was not even ready to perceive advertising as productive expression which may not have sales impact (Ogilvy, 1988). Ogilvy (1988, p. 43) wrote I tell spic-and-span recruits that I will not allow them to use the word creative to describe the functions they are to complete in the agency in order to his ignorance towards the word creativeness. According to Ogilvy (1988), one cannot afford to become creative in advertisement designing 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 right while stating If it doesnt sell, it isnt creative or it was a misconception of the advertising legend? At this point of discussion, the essay is in no position to criticize or judge the validity of the statement due to two reasons, 1- the researcher needs to conduct literature review regarding the role of creativity in advertisement in order to get idea of theoretical background of the statement and until then, any judgement will bound to memorial tablet degree of subjectivity and 2- the concept of creativity is pretty much tacit in nature therefore one has to define the characteristics of creativity before making any subjective judgement to statement of David Ogilvy. The refore, in the next section, the essay will try to answer the deuce-ace 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 reason and 3- how the creative process can be supported by the elements of the creative brief 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 robust 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 trend of communication and aim is to just promote product information to customers then why would advertisers need to experimentation 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 found that advertisements produced in UK have more tender 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 extend in disputation 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, greatness of culture, geo-demographic dispositions on advertisement got greater importance as against literature regard