Creative approaches: Entertainment, soft sell

 

Marketing communication is changing from a sales pitch to an informative, entertaining experience (or `pull' instead of `push'). Merging marketing and entertainment is the approach that offers the bes ...

Argues that the use of exaggeration and hyperbole in marketing and advertising is often excessive and counter-productive.

As competitive conditions become apparently ever harder, marketing language (e.g. in presentations to the board) becomes increasingly aggressive. Merely pursuing an objective, unless one does it aggre ...

Argues that mass-market advertising is no longer, as it used to be, a safe engine of growth. The mass market is breaking up, and is no longer propelled by advertising to buy average products. Advertis ...

When network TV was the dominant advertising medium, we all got used to believing that advertising was safely controlled, both in quantity and content, by someone else. Now that mainstream TV is takin ...

Two types of comparative advertising were examined in a series of three experiments. Ads with maximal claims (brand A is superior…) were assessed alongside those with minimal claims (brand A is equiva ...