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The work wants to answer the question »What is good advertising?«
To allow the broadest possible insight into the subject, various statements and opinions of experts were brought together. In addition, interviews were conducted with the creative heads of three of the most renowned advertising agencies in germany.
The result defines advertising with the aim to sell. To achieve this, it must have certain characteristics. Good advertising must convey a relevant message to the consumer. It must entertain the consumer. In addition, it must be extraordinary to get noticed. Good advertising is relevant, entertaining and extraordinary.