Advertising Management and Brand Delivery Essay

Advertising Management and Brand Delivery - Essay Example Before criticizing statement, one has to understand the perspectives and viewpoint David Ogilvy (who has built one of the largest advertising agencies in the world) in order to address key assignment questions in precise manner (Rieck, 2013). David Ogilvy viewed advertising as the source of promoting products and helping the company to sell items which can help the firm to generate revenue. Consideration of the confession of David Ogilvy in the book named as â€Å"Confessions of an Advertising Man† reveals the fact that the advertising legend was not even ready to perceive advertising as creative expression which may not have sales impact (Ogilvy, 1988). Ogilvy (1988, p. 43) wrote â€Å"I tell new recruits that I will not allow them to use the word creative to describe the functions they are to perform in the agency† in order to his ignorance towards the word creativity. According to Ogilvy (1988), one cannot afford to become creative in advertisement designing for the sake of creativity without producing measurable result because it is responsibility of the advertising firm to take care of the interest of client who is paying for designing the advertisement. Now, the question is whether David Ogilvy was right while stating â€Å"If it doesn’t sell, it isn’t creative† or it was a misconception of the advertising legend? At this point of discussion, the essay is in no position to criticize or judge the validity of the statement due to two reasons, 1- the researcher needs to conduct literature review regarding the role of creativity in advertisement in order to get idea of theoretical background of the statement and until then, any judgement will bound to face degree of subjectivity and 2- the concept of creativity is pretty much tacit in nature hence one has to define the characteristics of creativity before making any subjective judgement to statement of David Ogilvy. Therefore, in the next section, the essay will try to answe r the three questions such as, 1- what the role of creativity in advertising is, 2- how creativity can both positively and negatively affect the success of a campaign and 3- how the creative process can be supported by the elements of the creative brief and answering the three questions will help the researcher to criticize David Ogilvy’s statement such as â€Å"If it doesn’t sell, it isn’t creative† in non-partial and robust manner. Role of Creativity in Advertising Kawashima (2006) compared advertising campaigns in Japan, US and UK and found significant amount of differences in look, feel and style of television adverts. If advertising is paid form of communication and aim is to just promote product information to customers then why would advertisers need to experiment with form, content and layout? Well, that is a pretty interesting question and answer to the question is linked with need of creativity in advertising space. Kawashima (2006) also found t hat advertisements produced in UK have more cutting edge cutting edge creative production appeals in comparison to advertisements in emerging markets like Brazil, Russia, China, India and South Africa which can be classified as banal calls to attract customers to buy the products. Grabher (2001 and 2002) pointed out that with the increase in competition in globalized economy, marketers are seeking to put more creative quotients in advertisements in order increase brand visibility among customers as against competitors. In the literature regarding advertisement, importance of culture, geo-demographic dispositions on advertisement got greater importance as against literature regard

Despite the absence of god or gods, as well as a lack of concern for Essay

Despite the absence of god or gods, as well as a lack of concern for the afterworld, Theravada Buddhism and Confucianism can be considered religious traditions - Essay Example All these aim to get enlightenment and achieve nirvana, and thus be liberated from all the cycles of births and deaths and related sufferings. There are two main branches of the Buddhist religion. Theravada is the oldest surviving form of Buddhism that is still in practice mainly in Sri Lanka and in some parts of south East Asia. Mahayana form is practiced in the East Asia, while a variant of Mahayana known as the Vajrayana is often referred to as the third branch. Confucianism is a way of thinking that is more philosophical than religious, which originated in China. The founder of this form of ethical way of thinking, was Confucius (551- 478 BC), who lived around the same time as that of Lord Buddha. Confucianism deals with the ethical, moral, social, philosophical and to some extent religious aspects of life and has exerted tremendous influence in the cultural heritage of East Asia. It has become the state religion in some countries of this region. Confucianism lays stress on devel oping the moral ethics of a person so that a state can be governed by moral rules alone, and not by any enforced legal system. This article will explore and examine the various tenets of Theravada Buddhism and Confucianism and discuss whether these two form of practices with their absence of gods or any god like figures, and their utter lack of concern for the afterworld can be referred to as a religious traditions, or best be left to calling, as only philosophical thoughts. Theravada Buddhism: Theravada Buddhism translated literally means ‘teaching of the elderly,’ originated in India and is said to be the oldest form of Buddhism that is still in practice today. It is a conservative form of religious practice, and its sutras are said to be the closest to original doctrines of Lord Buddha. It has been the chief religion of Sri Lanka, Thailand, Cambodia and Burma for many centuries, and is also practiced in some parts of Bangladesh, Indonesia, Malaysia,