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It’s Time for TGA: Truly Good Advertising
Journal of Current Issues & Research in Advertising Pub Date : 2021-06-03 , DOI: 10.1080/10641734.2020.1780999
Micael Dahlen 1
Affiliation  

Abstract

Good advertising is not enough anymore. With technological and societal progress, savvy consumers, and new media revenue models, advertising needs to be truly good to serve a purpose and to be allowed to live on. In this paper, I outline how truly good advertising (TGA) does not only produce equity for the advertiser, but also generates advertising equity to the benefit of the consumer, adds value to the media context and has a positive impact on society.



中文翻译:

是时候使用 TGA:真正的好广告了

摘要

再好的广告是不够的。随着技术和社会的进步、精明的消费者以及新的媒体收入模式,广告需要真正发挥作用才能达到目的并得以继续存在。在本文中,我概述了真正好的广告 (TGA) 如何不仅为广告商创造权益,而且还为消费者创造广告权益,为媒体环境增加价值并对社会产生积极影响。

更新日期:2021-06-04
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