Is It Possible To Be a Commercial Artist?: Dilemmas Faced by Advertising Industry Employees with Artistic Backgrounds in Poland

2016 ◽  
Vol 16 (4) ◽  
Author(s):  
Kamil Luczaj
Keyword(s):  
Advertising Industry

ADVERTISING IN THE CONTEXT OF EMPATHY

2018 ◽  
Vol 28 (1) ◽  
pp. 201-207
Author(s):  
Kamen Kirilov
Keyword(s):  
New Media ◽  
Personal Communication ◽  
New Paradigm ◽  
Consumer Sovereignty ◽  
Advertising Industry ◽  
The Public ◽  
Effective Contact ◽  
Human Ability ◽  
Asymmetric Pattern ◽  
Broad Variety

Globalization, commodity parity, consumer sovereignty, super competition and a broad variety of other factors, including the roll-out of the mass media, the emergence and rapid rise of the new media formats and platforms as well as the exchange of information provided by social networks pose new challenges for the advertising industry. Throughout its 150 years of history, since we have known it as a distinct occupation and practice, advertising shows adaptive sustainability quality and greatly enhance its capacity as features, forms, user approaches and distribution channels. Nevertheless, by its very nature, advertising retains the constant of an asymmetric pattern of communication in which, in nowadays environment, the success of effort is expressed in the formula of understanding others and the willingness they to understand us in return. In practice, beyond the abstract of this formula, the effort of advertisers in the process of creating and planning a certain campaign would be greatly facilitated by putting the basic principles of empathy theory. Numerous experiments and studies of this human ability establish working models to achieve effective contact both at the level of personal communication and in the cases of direct and indirect communication with huge quantity and variety of audiences with specific composition. Synthesized and brought to a universal level of application, the basic principle of empathy is the ability, rather cognitive than emotional, to understand and to feel the feelings of others. The achievements in this psychology field currently apply mainly to psychotherapy, clinical psychiatry, pedagogy and political rhetoric theories and ractices. Experience proves that empathic skills help the communicator for faster, easier, more effective and more properly understood and accordingly more efficient as a moderator. This article provokes a new paradigm for advertisers in communicating with the public - about the content, forms and planning of communication activities of the principles of empathy. The goal of the effort is clear - creating more effective communication and achieving a sustainablecompetitive advantage.

B. F. Skinner's Science and Human Behavior: Some Further Consequences

2017 ◽  
Vol 21 (3) ◽  
pp. 276-280 ◽  
Author(s):  
Murray J. Goddard
Keyword(s):  
Human Behavior ◽  
Human Welfare ◽  
Advertising Industry ◽  
Positive Impacts

Skinner's (1953) Science and Human Behavior suggested that a science of human behavior could potentially have both negative and positive impacts on human welfare. The present paper first outlines how the contemporary gambling, and advertising, industry illustrate several of Skinner's (1953) concerns and then discusses how medicalization and the critical psychiatry movement share important epistemological similarities with Skinner's work. Skinner (1953) worried that a science of human behavior might negatively impact human welfare, and Skinner's concerns, and potential solutions, are explored in the context of current research.

“All Those Homes Beyond the Microphone”

2021 ◽  
pp. 335-351
Author(s):  
David VanderHamm
Keyword(s):  
Music Industry ◽  
Country Music ◽  
Advertising Industry ◽  
Radio Programs

Radio programs called barn dances employed music and friendly address to insert advertising into rural forms of sociality. Rather than merely trying to cultivate goodwill or engage in hard-sell tactics, these variety programs sought to cultivate a mediated friendship that made advertisements helpful suggestions rather than rude interruptions. Barn dance radio was so intertwined with broadcast advertising that early country music during the 1930s can be understood as a subset of the advertising industry rather than the music industry. Although they could not personalize each message, the friendly environment created through music, advertising copy, and on-air patter encouraged listeners to imagine broadcasters as “radio friends,” and thus personalize broadcast messages to themselves.

scholarly journals The Impact of Ad-Blocking on the Sustainable Development of the Digital Advertising Ecosystem

2018 ◽  
Vol 10 (11) ◽  
pp. 4039 ◽  
Author(s):  
Janusz Wielki ◽  
Janusz Grabara
Keyword(s):  
Sustainable Development ◽  
Point Of View ◽  
Economic Effects ◽  
Primary Data ◽  
Literature Analysis ◽  
The Sustainable Development ◽  
Advertising Industry ◽  
Internet Users ◽  
The Impact ◽  
Excessive Number

Despite the rapidly growing expenditure on digital advertising, the effectiveness of the functioning of the digital advertising ecosystem is becoming less and less visible. This is related to the fact that only a small part of the expenditure incurred by organizations on various forms of digital advertising brings the expected results. For several years now, a phenomenon that stifles the effectiveness of the digital advertising ecosystem and deteriorates the ROI (return on investment) of advertisers has been the widespread practice of blocking advertising, known as ad-blocking. In this context, the aim of this article is to analyze the scale of the phenomenon of ad-blocking and its causes in terms of its impact on the effectiveness of the functioning of the digital advertising ecosystem and its sustainable development, which is extremely important from the point of view of the development of electronic commerce. In order to carry out this study, a literature analysis was conducted on the genesis of this phenomenon, its scale, causes, and economic effects. After this stage of research, in order to obtain primary data, a questionnaire survey was conducted on a group of individual Internet users. The results of the research indicated three main reasons for the development of ad-blocking. These are: excessive number of advertisements, their excessive invasiveness, and the mismatch between the advertisements displayed to the user and the user’s interests. In the context of these results and of the continued sustainable functioning of the digital advertising ecosystem, it is essential that the advertising industry be able to offer users alternatives to ad-blocking that they consider valuable from their own point of view and that take the users’ expectations into account.

scholarly journals New Product Management with the Application of the Manufacturing Company Project Portfolio Management Concept

2018 ◽  
Vol 1 (1) ◽  
pp. 613-619
Author(s):  
Anna Musioł-Urbańczyk ◽  
Barbara Sorychta-Wojsczyk
Keyword(s):  
Project Management ◽  
Portfolio Management ◽  
Management System ◽  
New Product ◽  
Product Management ◽  
Project Portfolio ◽  
Project Portfolio Management ◽  
Advertising Industry ◽  
Manufacturing Company ◽  
Management Concept

Abstract The article presents the project portfolio management system in a selected manufacturing company operating in the advertising industry in the field of new product project management. It discusses individual elements and structure of the system, and the scope of procedures performed within the system.

scholarly journals Music and Its Familiarity Affection on Audience Decision Making

2019 ◽  
Vol 11 (1A) ◽  
pp. 70
Author(s):  
Syazwani Mahsal Khan ◽  
Assoc. Prof. Dr. Norsiah Abdul Hamid ◽  
Dr. Sabrina Mohd Rashid
Keyword(s):  
Decision Making ◽  
Thematic Analysis ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Snowball Sampling ◽  
Advertising Industry ◽  
Depth Interview ◽  
Musical Tone ◽  
Likelihood Model ◽  
Study Repetition

<p class="Default"><em>This article discuss a problem regarding the lack of using familiar music and its effect on audience decision making to buy advertised products or services. This study is to help the experts to maintain young audience focus while selling their products or services more effective using the familiar music in the advertisement content. The utilization method used for this study was in-depth interview, involved with ten informants which covered experts from academicians, advertising practitioners and musicians. It based on snowball sampling, because not all these experts have the knowledge on this issue. The Elaboration Likelihood Model was applied to show the process of decision making. Thematic analysis used to analyze two themes emerged from this study; Repetition of Musical Tone as Remembrance. This study may provide contribution in terms of ideas for music and advertising industry producing familiar catchy musical sound for their purpose.</em></p><p class="Default"> </p>

scholarly journals Ensuring the Competitiveness in the Advertising Industry by Means of Strategic Management

2020 ◽  
Author(s):  
Vitalii Alekseevich Drobiashchenko ◽  
Sergei Igorevich Moroz
Keyword(s):  
Strategic Planning ◽  
Strategic Management ◽  
Advertising Industry ◽  
Effective Advertising ◽  
Operational Activities

The article offers a detailed justification for the need for timely determination and formation of strategic management of the organizations' operational activities in the field of advertising services. This approach allows you to organize an effective advertising process, determine acceptable options for strategic planning of activities.

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