Creativity

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Creativity

  1. 1. Creative Approaches What kind of appeal should the ad utilize : Competitive comparison approach & refutational Emotional approach (fear or humor) Endorser (expert or celebrity) Comparative advertising Two or more named or recognisable brands of the same product class are compared and the comparison is made in terms of one or more product attributes. The comparisons are Implicit(brands implied but not named) and Explicit(brands named). The effectiveness of comparative ads sometimes lies not in raising the preference ratings of the advertised brand but in lowering the preference ratings of the comparison brand. If attention and recall are used as the measures of ad effectiveness, various studies have shown that comparative ads do usually get more attention and higher recall than non comparative ads. Increased information of comparative ads should be beneficial to consumers and increase the choice of better decision making. Problems If the ad is being run on TV or Radio there is confusion as to who is sponsoring the ad. Research suggests that direct com ads from a small share market follower is least likely to lead to higher awareness , whereas a market leading high share brand has the most to lose from a direct com ad (free awareness). Com ads often evoke an unfavourable attitudinal reaction because they stimulate more CA’s by consumers. From a strategic viewpoint com ads is more appropriate for market follower than for leader brands. Inoculative ads. Utilizes the principle of inoculation in medicine. The objective is to inoculate the audience with small doses of the offending campaign (competitor arguments) so that when the full campaign hits they will be less susceptible and resistant to those arguments Emotion evoking approaches: are most suitable when the product category is one where buying is based on a feeling benefit (LI with small pleasures like candy or soda and Highly involving feelings associated with products like perfume, gold or sports cars). Endorsers are often used in testimonial advertising. Refutational ads involves explicitly stating competitive claims and then refuting them(sprite)
  2. 2. Copywriting Advertising writing is called copy. Copy writers should listen to how people talk. They should be tuned to current expression and fads. They should understand technical communication as well as street language. Approaches Factual & straight forward: These advts are usually factual and convey information without any gimmicks and embellishments. They are rational rather than emotional. Facts are presented in a straight forward manner. B-2-B is generally factual in tone. Demonstrations: The demonstration focuses on how to use the product. The product’s strength take the centre stage. In demonstration seeing is believing, so conviction is the objective. Demos can be a very persuasive technique. Comparisons: A comparison contrasts 2 or more products and usually finds the advertisers brand more superior. The comparison can be direct or indirect in which a competitor is mentioned with just a reference ” other leading brands”. A direct comparison has to be handled carefully if it is a category leader Playlets: Are short dramas that employ a specific formula messages to convey a message. They can use any number of appeals from fear to family love to sex to humor. Humor is often used in the hope that goodwill and positive feelings generated by the message will carry over to the product. Problem - solution approach: Depicting the problem and the product as a solution. Slice of life: A problem solution message built around some common everyday situation. Spokesperson: Using a person to speak on behalf of the product. 1. A created character 2. A celebrity Film star or a cricketer 3. An authority figure Ex. Doctor 4. A typical user who represents as closely as possible the targeted audience.
  3. 3. The Nokia concept store invites you to experience the future right in your neighbourhood. In a world, where technology is touching every aspect of our lives, the future promises to be exciting What if you could catch glimpses of this future in your neighbourhood? Touch, feel and experience the power of tomorrow’s technology at the new Nokia concept store. Live demonstrations by trained personnel Experience the latest from the world of Nokia
  4. 4. SWITZERLAND Rado Stores:New Delhi:C-18, Connaught Place 43575253,Noida: Great India Palace Mall Shop No 121, Ist Floor, 4210120/1, Guargon , Ambience Mall G-6, Ground Floor, Nh8 4665607 Kolkata: Forum Mall, Shop No.204-205,3058884, Mani Square Mall . Mumbai :L.T. Road Borivili 43575253,Nariman Point: Great India Palace Mall Shop No 121, Ist Floor, 4210120/1, Hyderabad , Ambience Mall G-6, Ground Floor,
  5. 5. GEORGE CLOONEY’S CHOICE JAMES BOND’S CHOICE. OMEGA BOUTIQUES: Bangalore UB City 40982106* Chennai 42316336* Delhi C.P. 41513255 Swiss made since 1848 Mumbai CR2 Mall 66550351* Grand Hyatt Plaza 30602002
  6. 6. THE NEW 41 MM DAY-DATE II. REDESIGNING SUPREMACY. Fifty years after the original Day-date was creaed, the EVEROSE GOLD. Day-Date ii is the result of the continuous evolution of a classic. In a larger, 41 mm size, it’s available with a new range ALCHEMY BY ROLEX of dials. Inside, its new Parachrom hairspring and paraflex shock absorbers make it more reliable than ever. Both inside and out, the Day-Date ii is the embodiment of the In its search for the perfect lasting colour, Rolex put its foundry innovation and luxury of a Rolex. The Day-Date ii, exclusively to work and created an exclusive alloy. Everose Gold. The colour of available in platinum or 18 ct white, yellow and Everorse gold. regular pink gold tends tends to fade over time as it is exposed to the environment particularly chlorine found in the sea and swimming pools. The 18 ct Everose gold beads pictured here contain platinum, the most noble of all metals. The platinum protects the alloy from the elements and locks in the colour. The exclusive colour of 18 ct everose gold marries perfectly with the steel of Rolesor models. Tests specificaly developed for this new alloy all prove the same thing: that your Rolex will remain as beautiful as the day you first set eyes on it . Discover more at rolex.com ROLEX.COM OYSTER PERPETUAL DAY-DATE II
  7. 7. EVEROSE GOLD. ALCHEMY BY ROLEX In its search for the perfect lasting colour, Rolex put its foundry to work and created an exclusive alloy. Everose Gold. The colour of regular pink gold tends tends to fade over time as it is exposed to the environment particularly chlorine found in the sea and swimming pools. The 18 ct Everose gold beads pictured here contain platinum, the most noble of all metals. The platinum protects the alloy from the elements and locks in the colour. The exclusive colour of 18 ct everose gold marries perfectly with the steel of Rolesor models. Tests specificaly developed for this new alloy all prove the same thing: that your Rolex will remain as beautiful as the day you first set eyes on it . Discover more at rolex.com JAMES BOND’S CHOICE. SWITZERLAND Rado Stores:New Delhi:C-18, Connaught Place 43575253,Noida: Great India Palace Mall Shop No 121, Ist Floor, 4210120/1, Guargon , Ambience Mall G-6, Ground Floor, Nh8 OYSTER PERPETUAL DAY-DATE II 4665607 Kolkata: Forum Mall, Shop No.204-205,3058884, Mani Square Mall . Mumbai :L.T. Road Borivili 43575253,Nariman Point: Great India Palace Mall Shop No 121, Ist Floor, 4210120/1, Hyderabad , Ambience Mall G-6, Ground Floor,
  8. 8. TV commercial: Colgate toothpaste 2. A man comes and clowns in front of her — “door 1. Vo: Ek thi Rajkumari Jo kabhi hasti nahi se log aaye par usey hasna na paaye”. thi---(Translation: once upon a time there was a (Translation: people came from far away, but no princess who never used to smile---) could make her smile 4.One man saw the problem. “ dentist se darthi 3.Despite all efforts, she refused to smile ho na ? (Translation: You are scared of the dentist, aren’t you?) 6.Calcium aur minerals yukt colgate daant banaye 5. He tells her,”par tumhare paas hai daaton ke sadan strong aur de sadan se maximum suraksha”(trans se best suraksha” (translation: but you have the best lation: Colgate with calcium and minerals, makes protection against tooth decay) teeth strong and gives you maximum protection against tooth decay.) 8.VO: Colgate, Swast daant, bani rahe zindagi ki 7.The little girl smiles as her fears disappear muskaan. ( Translation: Colgate: healthy teeth, makes your smile stay for life.
  9. 9. TV commercial: Lux 2.Two males admire them from the audience, one of them 1. A carnival in progress, two girls are raves about the girl’s skin dancing onstage--- 4.But it is the other girl(and not Aishwarya Rai) 3.The other man(in the jacket) and the viewers presume who beckons to them he is talking about Aishwarya Rai 5.Vo:” Orchid phul aur jojoba oil se racha naya Lux 6.The jacketed man climbs on stage and announces, orchid”(translation: New Lux orchid, created with meet my wife! orchid flowers and jojoba oil) 8.”Naya Lux Orchid. Mujhme star jagaye(transl- 7. All break into smiles as the girls continue dancing ation: New Lux Orchid. Awakens the star within me.)
  10. 10. TV commercial: Peter England shirts and trousers 1. A woman is talking into her mobile phone to 2. A well dressed young man is sitting alone her mother about the prospective groom whom in the same restaurant– she is to meet in the restaurant. 3. The young woman continues into 4. She goes across and introduces herself, the phone, “I think I have spotted him!” Then asks if he is, “Ravi ?” 5.The man appears confused 6. She asks him how he finds India, after having lived abroad. 7. Shots of the man in different shirts and trousers. 8. Just then the ‘real’ Ravi arrives, only to find Vo: Peter England shirts and trousers. By that he has lost his girl to the Peter England man. international designers. In international styles Vo: Peter England. Honestly Impressive.

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