In support of marketing competitiveness in the design of advertising campaigns for achieving sustainable development. | ||
| International Design Journal | ||
| Article 31, Volume 5, Issue 2 - Serial Number 14, April 2015, Pages 581-589 PDF (645.93 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2015.101816 | ||
| Author | ||
| Salwa Mahmoud Aly Hassan | ||
| Advertising Department, Fcaulty of Applied Arts, Helwan University, Egypt. | ||
| Abstract | ||
| Advertising campaigns constitute a fertile arena that forms cultural meanings of different shapes, at the same time it is the link between the visual field and awide variety of analyzes and interpretations of visual and spatial dynamics especially for those that are viewing and receiving from all sectors of society. The events related to the optical vision that is received from advertising campaigns, through which information and meanings are advertised to promote the state of optical visuals and the addition of new experiences related to production processes of images and how we interpret it. The advertising campaign contains many accumulated levels of meanings and responses when viewing, or during the process of receiving it. In order to successfully play its role, this advertising campaign must have a strong impact on society, such as the influence of religious and educational institutions that have the ability to create desires and needs. This can be achieved by reviving and emphasizing the need of the goods and services advertised. All needs turn to necessities. In order for an advertising campaign to lead a successful role, it should not only be a mirror of reality, but it also has to be a tool of change and urging seriousness and proper construction of the cultural way of thinking in society. It should also be an effective marketing tool, that's where the most prominent and the most important tools of the culture of our time show up in designs of all dimensions that have effective and influential strategies to the community. Studies show the existence of drastic global economical shifts that adopt a new concept of competitive advantage of market-based elements of the production quality: time, knowledge, information and technology, which have become various marketing strategies and promotional push in the direction of developing sustainable design through the mechanisms of modern advertising campaigns. The study aims to try to reach a constructive formula to achieve competitive advantage of global cross-embodied design of advertising campaigns that frames in support of sustainable development through theoretical and practical approach. Results of studies found that designers of advertising campaigns should consider the target audience and their ability to absorb the message depending of their different levels of education and skills. And ensuring a competitive advantage through research of capabilities and resources that are available to us or that can build or be bought so we understand how to obtain a competitive advantage, and taking into account the sustainability of competitive advantage as long as possible, also creating other ideas able to replace features that are to lose their influence. | ||
| Keywords | ||
| Advertising Campagin; Competitiveness; Optical Vision; Sustainability | ||
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