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CREATIVITY IN ADVERTISINGWhen It Works and When It Doesn’tBy Werner Reinartz and Peter Saffert
Submitted by-Group- 3
Shubhra(PGP30283)|Pankaj(PGP30262)|Parul(PGP30328)
Creativity…More memorableLonger lastingLess media spending Build fan community
Creativity ……………….. ?
Is this Creativity ?
The ability to find unusual and non obvious solutions to a problem
Elaboration : 1.32
Artistic value : 1.19
Originality : 1.06
Flexibility : 1.03
Synthesis : 0.45
Varying influence level of dimensions on Sales
Predicting an Ad’s effectiveness
• Consumer respondents are asked to score(1-7) the ads on each dimension by answering the questions under each dimension
• Overall creativity rating= Average of scores of each dimension
ORIGINALITY
Is the ad “out of the ordinary”? Does it depart from stereotypical thinkingIs it unique?
COCA COLA “HAPPINESS FACTORY”
FLEXIBILITY
Does the ad contain ideas that move from one subject to another? Does it contain different ideas? Does it shift from one idea to another?
JACOBS KRONUNG “TIME FOR CHATTING”
ELABORATION
Does the ad contain numerous details?Does it extend basic ideas and make them more intricate? Does it contain more details than expected?
EHRMANN YOGURT “STRAWBERRY TONGUE”
SYNTHESIS
Does the ad connect objects that are usually unrelated? Does it contain unusual connections?Does it bring unusual items together?
WRIGLEY’S JUICY FRUIT SQUISH “JUICY FRUIT RANCH”
ARTISTIC VALUE
Is the ad visually or verbally distinctive? Does it make ideas come to life graphically or verbally? Is it artistic in its production?
DANONE FANTASIA “FLAVOR TRIP”
USE OF CREATIVITY DIFFERS BY CATEGORY
Easily understood products- Out of the ordinary approach Eg.- Cola drink
Functional products- Important to deliver factual proof points. Eg.- Shampoo
IS MORE CREATIVITY BETTER?Mainly depends on product category’s
sensitivity to creativity
Product Category Additional creativity Sales impact
Shampoo and detergent
Yes + 4%
Body lotion and face care
Yes - 2%
Shavers and coffee Yes Nearly + 8%
Colas and yogurts Yes Less than + 1%
MEASURING CAMPAIGN EFFECTIVENESS
CAMPAIGN- A CAMPAIGN- B
CREATIVITY INDEX RATING
3 3.5
BUDGET ALLOCATED
€ 500,000 € 400,000 (less than A due to more cost of
creation)
MEASURING CAMPAIGN EFFECTIVENESS
WEEK % OF SALES IMPACT OF CAMPAIGN- B HIGHER THAN CAMPAIGN- A (Measured through Hierarchical Sales Response Model)
1 1.07
2 1.93
3 2.63
4 3.19
MEASURING CAMPAIGN EFFECTIVENESS
Diverting money from the airtime budget to creative advertising, will result in a more effective ad
Hierarchical Sales Response Model shows that the company could cut airtime spending to 330,000 euros before the negative impact of reduced airtime outweighed the positive effect of creativity