سال انتشار: ۱۳۸۸

محل انتشار: اولین همایش تبلیغات خلاق بانکی

تعداد صفحات: ۸

نویسنده(ها):

Amir Hamed Rezaei – Marketing PhD student & Head of Marketing Dept., Saman Bank
Azadeh Farahabadi – MBA student & Head of Direct Marketing Division., Saman Bank
Neda Masoumzadeh – Advertising & Marketing Expert, Saman Bank
Arezoo Naghizadeh Gelyani – Head of Advertising Division, Saman Bank

چکیده:

In current banking market status of Iran in which 3 main items of marketing mix are under close supervision of Central Bank of Iran, the only remained factor of promotion will be a strategic tool for Iranian banks to compete.In this paper, considering a short review of some basic & recent literature of creativity &advertising creativity management, some key questions will be defined in order to prepare a base of assessment of creativity management in advertising of Iranian banks by viewing both defining & proceeding advertising creativity in Iranian banks.