What makes goodadvertising?

Chapter overview

In examining what makes good advertising, this chapter sets out some of the key themes of the book, examining the role of creativity in advertising, the importance of targeting the right audience, and the ‘old’ and ‘new’ rules of good advertising. The second half of the chapter then discusses the centrality of successful client–agency relationships in nurturing a climate in which good advertising can flourish. The case study at the end of the chapter illustrates how the Asian economic crisis towards the end of the 1990s impacted on the creation of effective advertising in Thailand and Japan. The key themes reviewed are:

generating creative and distinctive ads which get noticed

building on solid ...

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