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The job of an advertising agency was once a straightforward one: to persuade
people to buy a brand's product. The public knew what to expect from advertising;

they recognized the language used to speak to them, and knew what was being asked

of them in return. Now the transaction is less clear. The end goal of advertising is
still a sale, but almost as important is the ability to persuade people to build a

relationship with a brand, to make them feel that it has some relevance in their lives
beyond a purely consumerist impulse. Brands now want their audience to play with

them, talk to them, and live with them.

(Eliza
Williams, 2010)

“That’s what advertising has always been good at; when it was good at it would

influence culture. It would change people’s opinions.”
“Brands should spend less worrying about what they’re saying and actually start

doing.”
(Daniel Bonner, Chief Creative Officer,

AKQA)

“As far as advertising is concerned, things have always been simple and transparent,

the deal with consumer clear. All that has changed today are the means and the media

of expression.”
(Remi Babinet, Founder and Chairman, BETC Euro

RSCG)

2.9.1 website
Proper design has become a critical element needed to engage website and mobile

application users. However, little research has been conducted to define the specific

elements used in effective website and mobile application design.

We attempt to review and consolidate research on effective design and to define
a short list of elements frequently used in research. The design elements mentioned

most frequently in the reviewed literature were navigation, graphical representation,
organization, content utility, purpose, simplicity, and readability. We discuss how
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