Advertising - Is it all about Creativity or Strategy

Advertising – Is it all about Strategy or Creativity?
Nanda Kishore Sethuraman
@nandaseth

Communication

Intended Action

Drivers

Mode of Communication
Quality of Communication

Creative
Attractiveness
Wordplay
What you say
How you say it?
Sugar Coated
Aesthetics

Decision Chain
Foundation --> Building --> Facilities --> Aesthetics
Strategy --> Intended Message --> Creative message

Only few brands available in its space
Promiscuous users
The job of Advertising is to ‘ENTERTAIN’
Marketing Paradigm: FEEL / DO / FEEL
High involvement / High Risk
Can’t afford to make mistakes
Includes existing users also
Ex: Durables / Hospitals
The job of Advertising is to ‘CONVINCE’
Marketing Paradigm: LEARN / FEEL / DO
High
Involvement
Commoditised Brands
Experienced by ‘New Brands’ entering an existing market
Talks predominantly to ‘New users’ only
The job of Advertising is to ‘ATTRACT ATTENTION’
Marketing Paradigm: LEARN / DO / FEEL
Commoditised Brands
Predominantly speaking to ‘Own Past Users
The job of Advertising is to ‘REMIND’
Marketing Paradigm: DO / FEEL / DO
Low
Brand Risk
High
Low

Where what works!
Entertain
Remind
Convince
Attract Attention

What is better?
Great Advertisement
Or
Great Advertising

Thank You

Advertising - Is it all about Creativity or Strategy

by Nanda Kishore Sethuraman on Mar 31, 2011

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Advertising - Is it all about Creativity or Strategy — Presentation Transcript