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Advertising – Is it all about Strategy or Creativity?<br />Nanda Kishore Sethuraman<br />@nandaseth<br />
Communication<br />
Intended Action<br />
Drivers<br />
Mode of Communication<br />Quality of Communication<br />
Creative<br />Attractiveness<br />Wordplay<br />What you say<br />How you say it?<br />Sugar Coated<br />Aesthetics<br />
Decision Chain<br />Foundation --> Building --> Facilities --> Aesthetics<br />Strategy --> Intended Message --> Creative ...
<ul><li>Only few brands available in its space
 Promiscuous users
 The job of Advertising is to ‘ENTERTAIN’
 Marketing Paradigm: FEEL / DO / FEEL
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Advertising - Is it all about Creativity or Strategy

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A presentation I made during a panel discussion called Samiksha at NITIE, Powai, Bombay

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  • Aesthetics is skin deep
  • Strategy. You need to know the answers to a few questions before you start getting creative. Questions like: Who are you talking to, Why would they be interested, How do you reach them, What is important to them, and What behavior do you want to drive?Once you have those things nailed down the creative process can start. Creativity in Advertising isn&apos;t being able to make anything out of nothing. It&apos;s being able to make something amazing and powerful regardless of the project&apos;s limitations.
  • Transcript of "Advertising - Is it all about Creativity or Strategy"

    1. 1. Advertising – Is it all about Strategy or Creativity?<br />Nanda Kishore Sethuraman<br />@nandaseth<br />
    2. 2. Communication<br />
    3. 3. Intended Action<br />
    4. 4. Drivers<br />
    5. 5. Mode of Communication<br />Quality of Communication<br />
    6. 6. Creative<br />Attractiveness<br />Wordplay<br />What you say<br />How you say it?<br />Sugar Coated<br />Aesthetics<br />
    7. 7. Decision Chain<br />Foundation --> Building --> Facilities --> Aesthetics<br />Strategy --> Intended Message --> Creative message <br />
    8. 8. <ul><li>Only few brands available in its space
    9. 9. Promiscuous users
    10. 10. The job of Advertising is to ‘ENTERTAIN’
    11. 11. Marketing Paradigm: FEEL / DO / FEEL
    12. 12. High involvement / High Risk
    13. 13. Can’t afford to make mistakes
    14. 14. Includes existing users also
    15. 15. Ex: Durables / Hospitals
    16. 16. The job of Advertising is to ‘CONVINCE’
    17. 17. Marketing Paradigm: LEARN / FEEL / DO</li></ul>High<br />Involvement<br /><ul><li>Commoditised Brands
    18. 18. Experienced by ‘New Brands’ entering an existing market
    19. 19. Talks predominantly to ‘New users’ only
    20. 20. The job of Advertising is to ‘ATTRACT ATTENTION’
    21. 21. Marketing Paradigm: LEARN / DO / FEEL
    22. 22. Commoditised Brands
    23. 23. Predominantly speaking to ‘Own Past Users
    24. 24. The job of Advertising is to ‘REMIND’
    25. 25. Marketing Paradigm: DO / FEEL / DO</li></ul>Low<br />Brand Risk<br />High<br />Low<br />
    26. 26. Where what works!<br />Entertain<br />Remind<br />Convince<br />Attract Attention<br />
    27. 27. What is better?<br />Great Advertisement<br />Or<br />Great Advertising<br />
    28. 28. Thank You<br />
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