Creative That Cracks the Code  

Oleh:

Kirby, Julia

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 3 (Mar. 2013), page 86-89.
Topik: Internet-driven Advertising; Creative Industry; Advertising Industry; Technologies Optimization; Search-based Ad Serves

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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A decade into an internet-driven advertising revolution, is it all over for creative? Looking at the web, you might think so. Your typical browse is thoroughly polluted by mortgage-refinancing and weight-loss ads, none of which came off the drawing boards of great art directors. Their dancing-lady silhouettes and promised “weird old tips” are the output of algorithms that will throw anything at the wall to see if it sticks. What with ad-optimizing technologies and filter-defying product placement, search-based ad serves, real-time media bidding, and location-based features for mobile devices—all eagerly embraced by ROI-obsessed marketers—it would be easy to conclude that advertising has flipped to all science and no art. But then along comes fresh creative to show us what really sells. In the next few pages we take a look at six campaigns that stand out because each has a clever idea at its core, an element that is new and deserves to live on. Together they provide assurance that as long as companies are selling, consumers will need persuading—and the creativity of advertising will never cease.

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