CREATIVITY AS A SUCCESS FACTOR IN PROMOTIONAL ASPECT OF PRODUCTS IN PRODUCTION COMPANIES
Abstract
The creativity, as a general concept, is considered an activity which gives birth to something new that did not exist before. This topic can be affected also from the philosophical and physiological point of view. The psychology of creativity studies “Psychological Mechanism” from which stem the actions of creativity.
In promotion terms there are different points of views that are considered to be an integral part of creativity in the field of product advertising. First, there are people who estimate if the promotion is creative whereas on the other side the effect only in cases where you succeeded to sell the product. Second, there are people who consider their creativity or design of the promotion as their originality artistic or esthetical value.
What constitutes the creativity in one of the elements of the promotion is distinguishing and entertaining idea of being different from the others, but the creative message must be short and clear. Advertisements or promotional campaigns that are creative rarely fail to transmit their message to the public consumer. In this case, the entire team that is engaged in planning and developing the promotional campaign must balance their attitudes around the creative idea.
This research presents the development of ideas and designs of creative promotional spaces for Kosovar companies in cases of the advertisement of their new and existing products in the market. The methodology of this research will be descriptive and comparative between a few manufacturing Kosovar companies.References
Britt, S. H. (1970). Psychological principles of Marketing and Consumer Behavior. New York: Wiley Unknown Binding.
Burnett, L. (1998). Funding Universe. Retrieved January 2014, from http://www.fundinguniverse.com/company-histories/leo-burnett-company-inc-history/
Belch, G, M. B. (2007). Advertising and Promotion. Boston: McGraw-Hill Irwin.
Haxhiaga, E. (2013, September). elvirahaxhaga. Retrieved January 23, 2015, from http://elvirahaxhiaga.com/2013/09/09/tri-faktet-qe-vendosin-per-egzistencen-e-biznesit-tend-online/
Kotler, P. (1999). How To Create, Win, and Dominate Markets. New York: A Division of Simon & Schuster Inc.
Saffert, W. R. (2013, June). Harvard Business Review. Retrieved December 2014, from https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt
Sneiden, H. (2001). Advertising Pure and Simple. New York.
Tsiron, M., & Laran, J. (2014). The strategy of giving gifts in marketing, sales increases. Miami: Business Administration, University of Miami.
Wordpress (2010, February). Retrieved December, 2014, from http://dituri.wordpress.com/2010/02/22/kreativiteti-imagjinata-krijuese/
Yang, R. E. (2004). Examining the role of Divergence, Marketing Theory 4:31. Toward a general theory of creativity in advertising. Sage Publications.
Copyright information
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Creative Commons Attribution License 3.0 - CC BY 3.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
info@iseic.cz, www.iseic.cz, ojs.journals.cz
