Role of Creativity in Advertising

ROLE OF CREATIVITY ROLE OF CREATIVITY

Advertising creativityAdvertising creativity

ADVERTISINGADVERTISING: : the activity of the activity of attracting public attention to a attracting public attention to a product or business; the business of product or business; the business of designing and writing advertisementsdesigning and writing advertisements

CREATIVITYCREATIVITY: : Ability to generate fresh, Ability to generate fresh, unique and appropriate ideas to solve unique and appropriate ideas to solve communications problems.communications problems.

The word creation means All The word creation means All created things products of created things products of human intelligence, especially of human intelligence, especially of imaginative thought;" imaginative thought;"

AdvertisingAdvertising

advertising is itself advertising is itself communication link between the communication link between the product or service and the product or service and the consumer; hence, between the consumer; hence, between the producer and the consumer. The producer and the consumer. The media of course would include media of course would include newspapers and magazines, newspapers and magazines, radio, television, posters and radio, television, posters and everything that can be used to everything that can be used to inform the customer about the inform the customer about the product or service product or service

Elements of creativity & Elements of creativity & Advertising.Advertising.

The essential elements of The essential elements of creativity & creativity & AdvertisingAdvertising

imagination imagination

inventivenessinventiveness

inspiration inspiration

Purpose of using creativity Purpose of using creativity in advertisingin advertising

1.1. To draw viewers attention To draw viewers attention

Ads must be FunnyAds must be Funny

cleverclever

uniqueunique

excitingexciting

22 . . To create interestTo create interest

33 . . To attract viewersTo attract viewers . .

Key Factor In Successful Key Factor In Successful Advertising Advertising

Team workTeam work

EffectivenessEffectiveness

CommunicationCommunication

Planning Creative StrategyPlanning Creative Strategy

ResearchResearch Creative BriefCreative Brief Strategy statement Strategy statement Communication Objective Communication Objective Verification and revisionVerification and revision Creative theme/ideaCreative theme/idea Message appealsMessage appeals

Taking Creative Risks.Taking Creative Risks.

Many Creative people follow a Many Creative people follow a proven formula when creating proven formula when creating ads, because they are safe.ads, because they are safe.

Creative ProcessCreative Process

PreparationPreparation Gathering background informationGathering background information

DigestionDigestion

Taking Information, work on it & Taking Information, work on it & wrestling with it in the mind.wrestling with it in the mind.

Creative ProcessCreative Process

IncubationIncubation Idea developmentIdea development

IlluminationIllumination Seeing the solutionSeeing the solution

VerificationVerification Refining the idea and finding the appropriate Refining the idea and finding the appropriate

solutionsolution

Background Research Background Research

Learn as much as possible about Learn as much as possible about product or service, target market, product or service, target market, competition and any other relevant competition and any other relevant researchresearch

Focus groups: Focus groups: Give insight as to why and how Give insight as to why and how

consumers use a product or serviceconsumers use a product or service What is important to them in choosing a What is important to them in choosing a

particular brandparticular brand What they like and dislike about certain What they like and dislike about certain

products or servicesproducts or services

Qualitative Research InputQualitative Research Input

Focus groups and depth Focus groups and depth interviews can help with ad interviews can help with ad creation and testing. Here are creation and testing. Here are some applications,some applications,

exploratory needs and wants exploratory needs and wants assessmentassessment

brand or product positioningbrand or product positioning ad concept testingad concept testing

Creative Strategy Creative Strategy Development Development Campaign themeCampaign theme

Should be a strong ideaShould be a strong idea

Central message that will be Central message that will be communicated in all advertising and communicated in all advertising and other promotional activitiesother promotional activities

Short term in nature, done on annual Short term in nature, done on annual basisbasis

Successful Long-run Successful Long-run CampaignsCampaigns NikeNike

Just do itJust do it

Allstate InsuranceAllstate InsuranceYou’re in good hands with AllstateYou’re in good hands with Allstate

Hallmark cardsHallmark cardsWhen you care enough to send the very When you care enough to send the very

bestbest

De BeersDe BeersA diamond is foreverA diamond is forever

Successful Long-run Successful Long-run CampaignsCampaigns

IntelIntel Intel insideIntel inside

State farm insuranceState farm insurance Like a good neighbor, state farm is thereLike a good neighbor, state farm is there

Timex watchesTimex watches It takes a licking and keeps on tickingIt takes a licking and keeps on ticking

Dial soapDial soap Aren’t you glad you use dial?Aren’t you glad you use dial?

Major Selling Theme/ IdeaMajor Selling Theme/ Idea

Best approaches for developing Best approaches for developing effective advertising:effective advertising:

Using a unique selling positionUsing a unique selling position

Creating a brand imageCreating a brand image

Finding the inherent dramaFinding the inherent drama

PositioningPositioning

Unique Selling PropositionUnique Selling Proposition

Each advertisement makes a proposition to Each advertisement makes a proposition to the customerthe customer

It must be one the competition cannot or It must be one the competition cannot or does not offerdoes not offer

It must be strong enough to pull over new It must be strong enough to pull over new customers to the brandcustomers to the brand

Creating a Brand ImageCreating a Brand Image

Brand image or personality is Brand image or personality is particularly important when brands are particularly important when brands are similarsimilar

Every ad must contribute to the complex Every ad must contribute to the complex symbol that is the brand imagesymbol that is the brand image

Finding the Inherent DramaFinding the Inherent Drama

Characteristic of the product that makes Characteristic of the product that makes the consumer purchase it the consumer purchase it

Find the inherent drama or characteristic of Find the inherent drama or characteristic of the product that makes consumers buy itthe product that makes consumers buy it

PositioningPositioning

Establish the brand position in Establish the brand position in the consumers’ mindthe consumers’ mind

Done for companies as well as Done for companies as well as brandsbrands

Message AppealsMessage Appeals

Approach used to attract the Approach used to attract the attention of consumers and /or attention of consumers and /or influence toward the product or influence toward the product or serviceservice

Types of appeals:Types of appeals: Price appealPrice appeal Quality appealQuality appeal Star appealStar appeal

Message AppealsMessage Appeals

Ego appealEgo appeal Fear appealFear appeal Sensory appealSensory appeal Sex, love & social acceptance appeals Sex, love & social acceptance appeals

Too much of creativity Too much of creativity

It is crucial that the adds It is crucial that the adds establish a strong link between establish a strong link between the message & the products so the message & the products so that the remembering the that the remembering the commercial means also commercial means also remembering the product.remembering the product.

Creativity Versus profitCreativity Versus profit

Some TV advertising campaigns Some TV advertising campaigns are memorable works of art.are memorable works of art.

There is a significant difference There is a significant difference between creativity (the kind between creativity (the kind where you are funny) and where you are funny) and profitable creativity, the kind profitable creativity, the kind where you systematically make where you systematically make money from your advertising. money from your advertising.

Award Winning Advertising Award Winning Advertising

If everybody loves a winner, how can If everybody loves a winner, how can small businesses prove they are small businesses prove they are winners? One easy way: Win winners? One easy way: Win awards.awards.

Awards can catch the eyes of Awards can catch the eyes of prospective clients and offer current prospective clients and offer current customers comfort that they have customers comfort that they have made the right choice. made the right choice.