CREATIVE ADVERTISING: THE CONCEPT, STRATEGY IMPLEMENTATION

Ermakov Yuri () and Starobinskaya Nadegda M. ()
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Ermakov Yuri: The Russian State Hydro meteorological University
Starobinskaya Nadegda M.: Herzen’s Russian State Pedagogical University

Annals of marketing-mba, 2017, vol. 1

Abstract: The article describes the creative advertising as an immanent part of the marketing communications companies in the new economy. The article describes the features and characteristics of creative advertising, highlighted her features on the market today. It is noted that the focus on creative advertising does not negate the use of classical advertising and, moreover, it is concluded that the best results are achieved with the integrated use of advertising tools.

Keywords: marketing; creative advertising; guerilla marketing; marketing strategy. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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