Sofia Zakharova

The story underlying the messages given in an ad or set of advertising is essentially the creative concept. It connects the characters and aspects in commercials to generate a memorable and effective message that would elicit the intended behavioral reaction from the target market.

First and foremost, the innovative concept must be eye-catching. Adherence to the positioning strategy elevates the creative notion from a creative ad to an effective commercial. Most people believe that a creative idea—and, certainly, a positioning strategy—only refers to the brand advantage or benefits.

Creative development is about more than just lovely graphics – especially when it comes to the internet. It is about developing and implementing the correct ideas, strategies, and presenting an offer in a way that successfully reflects your brand while reaching your campaign objectives.

I addition, Have a look with these thesis:

1. https://www.diva-portal.org/smash/get/diva2:941020/FULLTEXT02.pdf

2. https://research.thea.ie/bitstream/handle/20.500.12065/2975/Eva%20Troy%20MA%20Thesis%202019.pdf?sequence=4&isAllowed=y

Dear Sofia Zakharova , its a bit difficult to make suggestions here without knowing your diciplinary background (is it economics, resp. marketing, social psychology, computer science...?) because even though interesting topics might be similar, the way to apporach them in a way suitable for your field might be quite different.

In general, I can always suggest browsing the latest issues of advertising journals or proceedings like e.g.:

• Advertising and Society Quarterly (Formerly: Advertising and Society Review) (https://muse.jhu.edu/journal/18)
• Citrawira: Journal of Advertising and Visual Communication (https://jurnal.isi-ska.ac.id/index.php/citrawira)
• Data Mining and Audience Intelligence for Advertising (ADKDD) (https://dl.acm.org/action/doSearch?AllField=ADKDD)
• International Journal of Advertising (https://www.tandfonline.com/loi/rina20)
• International Journal of Advertising and Marketing to Children (https://www.emerald.com/insight/publication/issn/1464-6676)
• International Journal of Internet Marketing and Advertising (IJIMA) (https://www.inderscience.com/jhome.php?jcode=ijima)
• Journal of Advertising (https://www.tandfonline.com/loi/ujoa20)
• Journal of Advertising Education (https://journals.sagepub.com/loi/adv)
• Journal of Advertising Research (http://www.journalofadvertisingresearch.com/)
• Journal of Current Issues and Research in Advertising (https://www.tandfonline.com/loi/ujci20)
• Journal of Interactive Advertising (https://www.tandfonline.com/loi/ujia20)

This way, you get a feeling of what are current 'hot topics' but can also make sure that there already is enough literature avaiable to build your argumentation on (since truely innovative approaches oftentimes come with the downside that there is not much out there already and in the end thesis will likely be graded quite much based upon the qualitiy of your literature review).

Anyways, good luck with your project!

There are several works that could be useful, only they are in Spanish. In any case, the benefits of Google Chrom can help you with an increasingly effective translation.

I hope my recommendation can be helpful to you

regards

Reinaldo

https://dspace.ups.edu.ec/handle/123456789/17944

http://repositorio.umaza.edu.ar/handle/00261/740

https://raco.cat/index.php/questionespublicitarias/article/view/349907

https://www.youtube.com/watch?v=GfMIJzzXjns

Dear, You have spent important time to complete your masters subjects and their assginments, therefore, based on that, you are asked to write a thesis on a related area of research. I think you understand your area of research better and you must identify a suitable topic for the same.