What Makes a Good Advertisement?

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 10 in Marketing Revealed, 2008, pp 89-100 from Palgrave Macmillan

Abstract: Abstract In advertising there are many rules to be followed to make advertisements successful. There are nonetheless many people in the advertising industry who don’t want to know the rules. They believe rules kill creativity. Actually, the opposite is true. Rules demand greater creativity. To write a poem that rhymes demands more creativity and effort than to write one that does not rhyme. (I am aware that modern poetry must not rhyme. This book actually is a poem.)

Keywords: Brand Attitude; Brand Personality; Brand Awareness; Advertising Agency; Toilet Paper (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_10

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DOI: 10.1057/9780230230873_10

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