Advertising and design: national outlook and how to extract greater value from creative ideas
DOI:
https://doi.org/10.22398/2525-2828.1256-74Abstract
It was drawn an overview of Advertising and Design sectors, components of the Creative Economy, with the participation of 40 professionals. It was identified the needs of integration between creation and business, accurately determination of expected returns and stabilization of cash flows by fixed and variable remuneration and difficulties in financing the expansion of creative companies. The value creation function of these companies depends on the knowledge of the creative economy, its degree of professionalism, the projected sales conversion, competitors' prices, the value of ideas, copyright and the amount of items sold.
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