The Impact of Cognitive Culture on the Brand in Advertising Campaign Design Systems in the Light of Regional Changes in the Middle East

Abstract

Abstract

In view of the changes that took place in international relations with their economic dimensions, and their impact on the trends of future development and economic globalization, and in order to achieve their economic goals, the countries use advertising campaigns as the most important means of promotion. The tremendous technological progress in advertising enables theadvertisers to influence people's opinions and views regarding their needs / priorities / interests / motives / tendencies ... etc. This study asks how the brand can benefit from the knowledge culture as one of the tributaries of the globalization of the economy and open market policies in advertising campaign building systems and whether the brand can replace the information to generate the desired effect of the campaign. The study aims to study the effects of knowledge culture as tributaries on the function of the brand and the building of its visual identity in light of the globalization of the economy in the Middle East. In order to achieve these objectives, the research uses descriptive analytical methodology to determine the impact of knowledge culture on the functional values ​​of the brand under the open market policies in the Middle East and depends on the diversity of its discrimination in terms of mental image and content through the psychological dimensions and marketing of the brand using technical and artistic elements Through the theoretical and practical the course of the study, we find that the effects of the advertising campaign can be strong and qualitative but selective, and it can bear fruit through the ability of the mark to penetrate the consumer.