Advertising Campaign Design Systems in Light of Information and Communication Technology Applications

Articles in Press

Document Type : Original Article

Authors

1 Teaching Assistant, Faculty of Applied Arts, Egyptian Russian University

2 Helwan University, Faculty of Applied Arts, Advertising Department

3 Assistant Professor, Advertising Department - Faculty of Applied Arts – Helwan University

Abstract

The study of information and communication technology in the field of advertising and promotion has diversified to address the consumer himself and not only to promote the brand, to deliver advertising messages and purchase the product. Technology is a fundamental factor in the process of creativity, as it is considered a tool in the field of advertising due to its direct and strong impact on the mind of the recipient and his purchasing decisions, until it began to be natural for a person to form what we can call participation and interaction through serious design systems such as augmented reality to create a mental image of this idea in the recipient, as the use of technology with the advertising idea will play a major role in communication. It leads in turn to attracting attention and forming a mental image of advertising messages in the mind of the recipient to influence his response. The diversity of the capabilities of technology used in the communication process to design advertising campaigns through the use of information and communication technology has an impact on achieving persuasion and the effectiveness of the advertising idea and attracting the attention of the recipient and being a partner in the advertising campaign and enhancing the recipient's participation in the communication process in designing advertising campaigns through the use of information and communication technology applications. Technology is one of the important tools we have in our current era in designing advertising with its various effects and methods of achieving the interactive dimension and stimulating the sense of imagination and participation. The recipient is considered the basis of the communication process and is always concerned with the advertising campaign. Knowing and studying technology and how to use it to serve the recipient and influence their purchasing decisions is one of the most important steps to determine the successful method of influencing the consumer's mind at each stage until reaching the desired response and making the purchasing decision. Here, effective and successful advertising campaigns can be designed to reach the minds of consumers, influencing and effective in their purchasing decisions. Keywords: Information Technology - Communications Technology - Advertising Campaigns - Interactive

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Main Subjects

مجلة العمارة و الفنون و العلوم الإنسانية

Articles in Press, Accepted Manuscript
Available Online from 10 August 2024

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