Creativity in Ad

8/9/2019 Creativity in Ad

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Role of Creativity in Advertising


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WHAT IS ADVERTISING ?

Advertising is derived from the Latin word

advertere, which means to turn attention towards

specific thing.

The dictionary meaning of advertising is to announce

publicly or to give public notice.

According to AMA, Advertising is a paid form of

non-personal presentation and promotion of goods,services or ideas by an identified sponsor.


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WHAT IS CREATIVITY ?

Creativity is one of the most commonly used term in

advertising.

Creativity means to turn all of the information regarding

product features & benefits, marketing plans, consumer

research & communication objective into a creative concept

that will bring ad message to life.

So ads are often called CREATIVE.


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ADVERTISING CREATIVITY

Advertising creativity is the ability to generate fresh, uniqueand appropriate ideas that can be used as solutions tocommunication problems.

To be appropriate and effective, a creative idea must berelevant to the target audience.

Every business requires creative thinking from everyoneinvolved in the promotional planning process.


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ROLE OF CREATIVITY IN

ADVERTISING

Creativity in advertising leads to the success of a product as

well as of the organization.

Good creative strategy and execution can often be central to

determining the success of a product or service or reversing

the fortunes of a struggling brand.


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PLANNINGCREATIVE

STRATEGY


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1. THECREATIVECHALLENGE

Those who work on the

creative side of advertising

often face a real challenge.

Their job is to write copy,

design layout and

illustrations, or produce

commercials that effectivelycommunicate the central

theme on which the

campaign is based.


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2.TAKINGCREATIVERISKS

Creative people say it is important for clients to take some riskfor breakthrough advertising that gets noticed.

Example of one agency that has been successful in getting itsclients to take risk is Wieden & Kennedy, best known for itsexcellent creative work for companies such as NIKE,MICROSOFT & ESPN.

WRIGLEY is another co. that has begun taking more creativerisks with its ad. For many years the co. has long dominatedthe market for chewing gum but in 2000 Wrigley decided todevelop a new image for brand & begun using a newcampaign for new product.


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3. CREATIVEPERSONNEL

The education background of creative personnel is often in nonbusiness areas such as art, literature, music, humanities, orjournalism.

So the interest & perspectives of creative personnel differ fromthose of managers with a business education or background.

Creative people tend to be more abstract & less structured.

Creative people must create an environment that fosters thedevelopment of creative thinking and creative advertising.


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THE CREATIVE

PROCESS


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THECREATIVEPROCESS

Creativity in advertising is best viewed as a process and

creative success is most likely when some organized approach

is followed.


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1.ACCOUNTPLANNING

Account Planning is a process that involves conducting

research and gathering all relevant information about a clientsproduct or service, brand, and consumers in the target

audience.


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2.INPUTS TO THE CREATIVE

PROCESS

(a)(a) PREPARATION:PREPARATION:

It means doing background research.

The creative specialist should be knowledgeable about

general trends, developments in the market place &techniques that might be effective.

The creative specialist can acquire background informationby:

(1) Reading anything related to product or market like books,trade publications, research report, etc.

for example: ad industry group like American Associationof Advertising Agencies publish research report that provideinformation on market trends.

(2) Listening to what people are talking about. Visit to stores,malls, restaurants can be informative.


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(b)INCUBATION:

Incubation means putting the problem out of your conscious

mind and turning the information over to the subconscious to

do the work.

It means getting away and letting ideas develop.

(c) ILLUMINATION:

Illumination means seeing the light or solution.

It is the birth of an idea.


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(d) VERIFICATION & REVISION: The verification & revision stage of the creative process

evaluates ideas generated during the illumination stage, rejects

inappropriate ones, refines & polishes those that remain, and

gives them final expression.

Techniques used at this stage includes directed focus groups to

evaluate creative concept, ideas, or themes and evaluation

measures such as viewer reaction profiles.


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CREATIVESTRATEGY

DEVELOPMENT


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1.ADVERTISINGCAMPAIGN

Is an organized program of advertisements.

A planned program using advertising aimed at aparticular target market or audience over a defined

period of time for the purpose of increasing sales orraising awareness of a product or service.

In ad campaign there should be a campaign theme. Itshould be a strong idea, as it is the central msg. that

will be communicated in all the ads & otherpromotional activities.

For e.g.


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2. COPYPLATFORM

The written copy platform specifies the basic element of the

creative strategy.

It is also called as creative platform, work plan, creative brief,

or creative blueprint.The a/c representative or manager assigned to the a/c prepares

the copy platform.

Copy platform outline:

Basic problem or issue the advertising must address. Advertising & communication objectives.

Target audience.


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3. THE SEARCH FOR THE MAJOR

SELLING IDEA

The important part of creative strategy is determining thecentral theme that will become the major selling idea of thead campaign.

The major selling idea should emerge as the strongest singularthing u can say about your product or service.

There are several approaches that can guide the creative teams

search for a major selling idea: sing a unique selling proposition:For e.g.. ColgateTotal ad uses a USP when it says that it is accepted by A.D.Afor protection against decay and cavities.


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Creating a brand image: Image advertising has becomevery popular & is used as the main selling idea for a variety of

products & services like soft drinks, cars, airlines, financial

services, etc.

Finding the inherent drama: Another approach todetermine the major selling idea is finding the inherent drama

or characteristics of the product that makes the consumer

purchase it.

Positioning: Advertising is used to establish or positionthe product or service in a particular place in the consumers

mind. Positioning is done for companies as well as for brands.


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Creativityin ExcessCreativityin Excess


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Thank You

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Creativity in Ad