Entries for January 2010

Assessing how a consumer process information is not easy and often observation is used as the base. Information processing starts with the consumers` exposure to some source of stimulus such as watching television, displays in shops, or seeing ads while reading a newspaper or a magazine.

Exposure alone means very little or nothing unless people pay attention to the stimulus. People are exposed to so many different stimuli everyday but have only a limited amount of capacity...

Abraham Mallows, hierarchy of needs on theory of human motivation is one of the most popular approaches to understand consumer motivations .According to the theory ,there are five basic levels of human needs, arranged in a hierarchy, and based on relative importance of need level. These are psychological, safety, love and belonging, esteem and self actualization.

According to Maslow, the lower order physiological and safety needs must be satisfied first before higher order needs...

In the advertisement context, medium refers to the channel used to communicate the advertising messages for example the broad cast media and the print media. Both these media are non personal in nature.

The various media used by advertisers to communicate with audiences are different in a number of aspects such as the type of the audience, the number of audience they can reach, the costs and qualitative factors, etc. These are basic differences among media concerning the...

You can read the first post about Creative advertising and its boundaries here. Here is the next post which details about advertising.

Today is an era that can be considered to be bringing about revolutions in the field of business communications and advertisements .Advertising agencies have come of age and with the media boom, advertising tools have just got better than ever. Having said that with options continuously multiplying in number the choices are getting tougher by the...

I will talk today about creative freedom and boundaries in the advertising industry.

Creativity doesn’t actually have a particular definition to it. But creativity in itself is a state of mind that leads human beings to carry out constructive thought process into reality. Creativity as thought previously is not merely confined within the limits of art, literature, music or painting but it has convincingly made their way into business. Creativity is the new mantra of business today....