{"id":160770,"date":"2026-06-10T16:50:14","date_gmt":"2026-06-10T16:50:14","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/advertising-concept\/"},"modified":"2026-06-10T18:02:42","modified_gmt":"2026-06-10T18:02:42","slug":"advertising-concept","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/advertising-concept\/","title":{"rendered":"Advertising concept"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">When undertaking a communication campaign, the aim is to structure a main idea or central theme. This process generally involves creating various sketches, some more elaborate than others, such as drafts, mock-ups, or animatics, in order to arrive at the final version of the advertising message to be broadcast. Henri Joannis addresses this notion using the term &#8220;evocative concept,&#8221; describing it as an idea that, in the most concrete and effective way possible, evokes in the consumer the feeling of satisfaction that motivates them.<\/p>\n","protected":false},"template":"","categories-glossary":[309],"class_list":["post-160770","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-communication-public-relations"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/160770","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=160770"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=160770"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}