Personal Observations Marketing is an integral area of a firm that is ever changing and developing. Through the literature, a linear and cohesive point was made. For a successful marketing method, a firm must delve into all resources and be open to new and innovative ideas. The past research, though sometimes irrelevant, offer important stepping stones for new research. Building off of the ideas that have either been proven right or wrong is the overall goal of utilizing past research. Practitioners of marketing have to understand and learn the concepts and ideas that have been proven wrong or irrelevant to be able to move on and innovate new ideas.
Advertising
Advertising is a variable field that focuses on attracting customers for specific products or services (Daft, 2016). This field is vast and complicated as it borrows theories and methods from a variety of other fields to build knowledge (Royne, 2016). Advertising is a key part of having successful
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Many advertisers find creative advertising as a more advance and harder way of conducting advertising. It is considers different from every day thinking and allows a sense of freedom and insight that regular advertising does not authorize (Johar, Holbrook, & Stern, 2001). The key to understand creative advertising is the way it is structured. There is a nonformula structure and way of thinking in creative advertising that extends the expanse of possibility in ideas and encourages an out of the box thinking culture. Within this culture, however, there are constraints creative advertisers must conform to. Johar, Holbrook, and Stern (2001) compare creative advertising to the writing of a sonnet as a poet must conform to the 14 lines, metric structure, and rhyme scheme required by sonnets. There is a balance needed for advertisers in the creative process. If there are too many constraints, the process becomes less creative. If there are too few constraints, the process becomes less