九月 9, 2017

澳洲论文代写推荐:广告行业指导方针

澳洲论文代写推荐:广告行业指导方针

约翰·肯尼迪(John Kennedy)和阿尔伯特·拉斯克(Albert Lasker)的广告公司是一个开拓性的广告公司,它阐明了现代广告的概念。这家广告公司的主要目标是销售产品,销售产品的意识形态或向大众交付产品(Cruikshank和Schultz 2010)。在这个过程中有许多隐藏的含义需要考虑。产品应该代表品牌的情感,传播公司的意识形态,并阐明产品的特征。霍普金斯大学教授硬或激进营销的意识形态(Sivulka,2011)。在这种意识形态下,只有在营销过程中才会考虑销售。其他广告大师们也严厉批评了这种意识形态。他们声称学术推理和伦理学的重要性。Walter Thompson公司的Stanley Resor提出,学术推理应该与营销沟通相结合。奥格里维说,应该有创新、战略和学术推理的折衷组合,以吸引观众。他说,这些应该是一个好的推广策略的基础。另一方面,Rubicam强调了道德广告的重要性。他声称在制定营销传播的过程中应该有一定的道德考虑。应该重视广告的性质。

澳洲论文代写推荐:广告行业指导方针

本质上,Rubicam想要灌输给人们道德的重要性。为了代替Rubicam和Resor的意识形态,Bernach也公开宣称伦理,并向人们提供信息。学术推理和伦理学进一步确立为广告的重要参数。伯内特教授了迎合观众和赞助公司的意识形态。里奥·伯内特教授的一个关键主题已经被阐明了。李奥·伯内特的告别演讲重申了为赚钱而提供高质量工作的重要性。应该有激情去达到目标,工作本质上应该是有趣的。这应该比商业赚钱的过程更重要。在追求事业的过程中,人们往往忽略了什么是重要的。在某些情况下,组织中的人倾向于忘记所有的人员(Sivulka,2011)。自负、贪婪和商业倾向开始超过自动驾驶的激情、尊重和对工作的热情。人们需要注意这些问题,并努力保持正确的指导方针(Sivulka,2011)。这些都是广告行业的行业指导方针或道德基础。

澳洲论文代写推荐:广告行业指导方针

John Kennedy and Albert Lasker’s advertising agency is one of the pioneering advertising agencies that spelled out modern notion of advertising. Primary objective of this advertising agency is to sell its products and sell the ideology of the product or deliverable to the masses (Cruikshank and Schultz 2010). There are many hidden connotations that need to be factored in this process. A product should represent the sentiments of the brand, propagate ideology of the company and also elucidate the characteristic features of the product. Hopkins professed the ideology of hard or aggressive marketing (Sivulka, 2011). In this ideology, only selling is factored in during the course of marketing. Other advertising gurus have heavily criticized this ideology. They professed on the importance of academic reasoning and ethics. Stanley Resor of Walter Thompson Company proposed that academic reasoning should be mixed with marketing communications. Oglivy stated that there should be an eclectic mix of innovation, strategy and academic reasoning to appeal to the audience. He stated that these should be the bases of a good promotion strategy. Rubicam on the other hand emphasized the importance of ethical advertising. He professed on the ideology that there should be certain ethical considerations while formulating marketing communications. There should be importance given to the nature of advertising.

澳洲论文代写推荐:广告行业指导方针
Essentially, Rubicam wanted to instill to people about the importance of ethics. In lieu of the ideologies of Rubicam and Resor, Bernach also professed about ethics and provided people with information. Academic reasoning and ethics were further established as important parameters of advertising. Burnett professed the ideology of catering to the audience and the sponsoring company. A key theme that has been professed by Leo Burnett has been elucidated. Leo Burnett farewell speech reiterates the importance of the delivering quality work over making money. There should be passion to meet objectives and work should essentially be fun. This should be given more importance than commercial moneymaking process. During the course of pursuing the career, people often tend to loose sight of what is important. In some situation, people in organization tend to forget about the all personnel (Sivulka, 2011). Conceit, avarice, and commercial tendencies start to outweigh self-driving passion, respect and the passion for the job. People need to watch out for these issues and strive to maintain the right guidelines (Sivulka, 2011). These serve as the industry guidelines or ethical base for the advertising industry.

Copyright © 2020 · Essay Times 论文时 All Rights Reserved · Service & Product Provided Are Used Solely for The Purpose of Research Only