Пример готовой курсовой работы по предмету: Языки (переводы)
Main types of urban advertising and trends in creative advertising 4
Literature Review 4
Chapter structure and main contents description 5
Problem Statements and the Methodology 6
Empirical part of the research 7
Case study 1. Jobsintown.de 8
Case study 2. IBM’s Smart ideas for smart cities 9
Case study 3. Smart Car 9
Results anticipated 13
Constraints and prospects for the research 14
Appendix 1 Guerilla Advertising by Jobsintown.de 17
Appendix 2 Guerilla advertising by IBM 18
Appendix 3 Billboards by Smart 19
Выдержка из текста
Cities have historically provided important spaces for advertising –“advertising began outdoors”. Through different forms of outdoor advertising, advertisers try to capture the attention of people. However, over the last decade or two, there have been significant changes in both the quantity and form of urban advertising.
The topicality of the research stems from the frequent exposure of modern society to advertisements and the need to analyze the way certain trends are used to influence the buyer’s behavior. If the product is advertised and promoted in a proper way, customers will pay more attention and will want to buy it.
The novelty of this research is caused by the fact that creativity in urban advertising is quite a new area of research in advertising and marketing in general, and in relation to the market perception of non-standard solutions.
The objective of the research is to study the main trends and issues used when creating urban advertising. To achieve this goal the following tasks should be completed: 1) to analyze main types of urban advertising; 2) to consider its specifics; 3) to review the notion of creativity; 4) to examine trends and issues in creative advertising.
The subject of the study is the forms of modern urban advertising. The object of the study is the trends which make advertisements creative and which are widely used in modern advertising.
The theoretical and practical value of the research presupposes further improvement in the creation of urban advertisements. Various factors should be taken into consideration while creating the advertisement. This study is also useful for the customers who want to be aware of the techniques used on them in order to avoid the purchase of unnecessary goods.
This research tests the hypothesis that knowing main types of urban advertising and following certain trends which will make the advertisements creative, it is possible to achieve success in advertising business nowadays.
Список использованной литературы
Ads of The World, Smart Brabus Bridge Jump, Available from: http://adsoftheworld.com/media/ambient/smart_brabus_bridge_jump/ Retrieved on February 2, 2014
Baker, L. E. "Public Sites Versus Public Sights: The Progressive Response to Outdoor Advertising and the Commercialization of Public Space" in American Quarterly, 59(4): 1187-1213, 2007.
Bernstein, D. Advertising Outdoors: Watch This Space!: London and New York, Phaidon, 1997.
Carr, S. City, Sights and Lights. Cambridge MIT, 1973.
Cronin, A. "Advertising and the metabolism of the city: urban space,
commodity rhythms" in Environment and Planning D: Society and Space, 24(4):
Cronin, A. M. "Urban Space and Entrepreneurial Property Relations:
Resistance and the Vernacular of Outdoor Advertising and Graffiti" in A. M. Cronin and K. Hetherington (Eds.) Consuming the entrepreneurial city: image, memory, spectacle New York, Routledge, 2008.
Dalstra R, Creative Criminals, Jobsintown.de: Life’s too short for the wrong job. Available from: http://creativecriminals.com/print/jobsintown-de-life%E2%80%99s-too-short-for-the-wrong-job/ Retrived February 2, 2014
Hall, E. "London bus ads change as locations do" in Advertising Age, 77(34): 12, 2006.
Hampp, A. "What are online giants doing in out-of-home? Microsoft, Google dabble in technology to better target, automate outdoor" in Advertising Age, 78(5):30, 2007.
JCDecaux 2005 Annual Report: Neully-sur-Seine, JC Decaux, 2006.
Klaassen, A. "Let's Take It Outside" in Advertising Age, 77(40): 12, 2006.
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York, E. B. "Need a Pothole Filled in Your City? Call KFC" in Advertising Age, March 25, 2009.
Ганжа И. Как научиться тому, чему научить невозможно (несколько лекций по рекламному креативу) // Маркетинг и реклама. — 1998. — № 3. — С. 14-17.
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