We all start at the same spot: a blank space--and with
a common goal: to fill that space.
But the path we choose from there is completely
individual, as individual, in fact, as the mind itself.
What occupies that distance between nothing and
something is the mysterious science we call
WHY CREATIVITY IN ADVERTISEMENT
Recognition and recall
VARIOUS CREATIVE APPEALS USED
Sachin Tendulkar jogs A kid sees Sachin and his The kid follows Sachin into a
along a road eyes light up. stadium...
...where he joins Sachin in The kid enthusiastically His session over, Sachin
a rigorous fitness regimen. helps Sachin at the nets. takes a pack of Boost out of
his training kit.
Both Sachin and the kid proclaims
Sachin walks over to the tired kid quot;Boost is the secret of our energy.quot;
and offers him some Boost.
Losing interest in his
Soon he is joined by an
It's playtime and a boy
own tiny car, our
older boy who
young driver stares
brings a bigger car with
himself by driving his
longingly at his
toy car around..
He can't hold on to his
MVO: quot;Well, it's only MVO: quot;Indica V2,
human to more car per
for long, and at the first
want more..quot; car..quot;
grabs the car and runs…
MARKETING CREATIVITY AND ADVERTISING
Based on there key customer insights
Intended brand benefits
Have high entrainment
Walking into the Cadbury factory,
he takes a look at their complete manufacturing
Finally giving his personal assurance and approval
CREATIVITY IN ADVERTISING AND PURE
Creativity in advertising involves disciplined
thinking and requires the creative person to think
differently within specific constraints.
In the case of the pure artists, creativity is a free
flowing process where the artist can express
whatever he feels, free of constraints.
CREATIVITY V/S STRATEGY
Creativity are important from another
perspective, as well, they help raise the agency
profile( awards, recognition).
Good creative speaks for itself and need no
HOW TO IMPROVE CREATIVITY
Seeing things different
Generating multiple things
Breaking the rules
Thinking and linking
A high level of awareness
Knowing how you think
Playing ‘ what ifs’ and
Trying something on for size