2. Advertising creativity
Advertising creativity
ADVERTISING
ADVERTISING:
: the activity of attracting
the activity of attracting
public attention to a product or business;
public attention to a product or business;
the business of designing and writing
the business of designing and writing
advertisements
advertisements
CREATIVITY
CREATIVITY:
: Ability to generate fresh,
Ability to generate fresh,
unique and appropriate ideas to solve
unique and appropriate ideas to solve
communications problems.
communications problems.
The word creation means All created
The word creation means All created
things products of human
things products of human
intelligence, especially of
intelligence, especially of
imaginative thought;"
imaginative thought;"
3. Advertising
Advertising
advertising is itself communication
advertising is itself communication
link between the product or service
link between the product or service
and the consumer; hence, between
and the consumer; hence, between
the producer and the consumer. The
the producer and the consumer. The
media of course would include
media of course would include
newspapers and magazines, radio,
newspapers and magazines, radio,
television, posters and everything
television, posters and everything
that can be used to inform the
that can be used to inform the
customer about the product or
customer about the product or
service
service
4. Elements of creativity &
Elements of creativity &
Advertising.
Advertising.
The essential elements of
The essential elements of
creativity &
creativity & Advertising
Advertising
imagination
imagination
inventiveness
inventiveness
inspiration
inspiration
5. Purpose of using creativity in
Purpose of using creativity in
advertising
advertising
1.
1. To draw viewers attention
To draw viewers attention
Ads must be Funny
Ads must be Funny
10. 3
3 .
. To attract viewers
To attract viewers .
.
11.
12. Key Factor In Successful
Key Factor In Successful
Advertising
Advertising
Team work
Team work
Effectiveness
Effectiveness
Communication
Communication
13. Planning Creative Strategy
Planning Creative Strategy
Research
Research
Creative Brief
Creative Brief
Strategy statement
Strategy statement
Communication Objective
Communication Objective
Verification and revision
Verification and revision
Creative theme/idea
Creative theme/idea
Message appeals
Message appeals
14. Taking Creative Risks.
Taking Creative Risks.
Many Creative people follow a
Many Creative people follow a
proven formula when creating
proven formula when creating
ads, because they are safe.
ads, because they are safe.
15. Creative Process
Creative Process
Preparation
Preparation
Gathering background information
Gathering background information
Digestion
Digestion
Taking Information, work on it &
Taking Information, work on it &
wrestling with it in the mind.
wrestling with it in the mind.
16. Creative Process
Creative Process
Incubation
Incubation
Idea development
Idea development
Illumination
Illumination
Seeing the solution
Seeing the solution
Verification
Verification
Refining the idea and finding the appropriate
Refining the idea and finding the appropriate
solution
solution
17. Background Research
Background Research
Learn as much as possible about
Learn as much as possible about
product or service, target market,
product or service, target market,
competition and any other relevant
competition and any other relevant
research
research
Focus groups:
Focus groups:
Give insight as to why and how
Give insight as to why and how
consumers use a product or service
consumers use a product or service
What is important to them in choosing a
What is important to them in choosing a
particular brand
particular brand
What they like and dislike about certain
What they like and dislike about certain
products or services
products or services
18. Qualitative Research Input
Qualitative Research Input
Focus groups and depth
Focus groups and depth
interviews can help with ad
interviews can help with ad
creation and testing. Here are
creation and testing. Here are
some applications,
some applications,
exploratory needs and wants
exploratory needs and wants
assessment
assessment
brand or product positioning
brand or product positioning
ad concept testing
ad concept testing
19. Creative Strategy Development
Creative Strategy Development
Campaign theme
Campaign theme
Should be a strong idea
Should be a strong idea
Central message that will be
Central message that will be
communicated in all advertising and
communicated in all advertising and
other promotional activities
other promotional activities
Short term in nature, done on annual
Short term in nature, done on annual
basis
basis
20. Successful Long-run
Successful Long-run
Campaigns
Campaigns
Nike
Nike
Just do it
Just do it
Allstate Insurance
Allstate Insurance
You’re in good hands with Allstate
You’re in good hands with Allstate
Hallmark cards
Hallmark cards
When you care enough to send the very
When you care enough to send the very
best
best
De Beers
De Beers
A diamond is forever
A diamond is forever
21. Successful Long-run
Successful Long-run
Campaigns
Campaigns
Intel
Intel
Intel inside
Intel inside
State farm insurance
State farm insurance
Like a good neighbor, state farm is there
Like a good neighbor, state farm is there
Timex watches
Timex watches
It takes a licking and keeps on ticking
It takes a licking and keeps on ticking
Dial soap
Dial soap
Aren’t you glad you use dial?
Aren’t you glad you use dial?
22. Major Selling Theme/ Idea
Major Selling Theme/ Idea
Best approaches for developing
Best approaches for developing
effective advertising:
effective advertising:
Using a unique selling position
Using a unique selling position
Creating a brand image
Creating a brand image
Finding the inherent drama
Finding the inherent drama
Positioning
Positioning
23. Unique Selling Proposition
Unique Selling Proposition
Each advertisement makes a proposition to
Each advertisement makes a proposition to
the customer
the customer
It must be one the competition cannot or
It must be one the competition cannot or
does not offer
does not offer
It must be strong enough to pull over new
It must be strong enough to pull over new
customers to the brand
customers to the brand
24. Creating a Brand Image
Creating a Brand Image
Brand image or personality is
Brand image or personality is
particularly important when brands are
particularly important when brands are
similar
similar
Every ad must contribute to the complex
Every ad must contribute to the complex
symbol that is the brand image
symbol that is the brand image
25. Finding the Inherent Drama
Finding the Inherent Drama
Characteristic of the product that makes
Characteristic of the product that makes
the consumer purchase it
the consumer purchase it
Find the inherent drama or characteristic of
Find the inherent drama or characteristic of
the product that makes consumers buy it
the product that makes consumers buy it
26. Positioning
Positioning
Establish the brand position in
Establish the brand position in
the consumers’ mind
the consumers’ mind
Done for companies as well as
Done for companies as well as
brands
brands
27. Message Appeals
Message Appeals
Approach used to attract the
Approach used to attract the
attention of consumers and /or
attention of consumers and /or
influence toward the product or
influence toward the product or
service
service
Types of appeals:
Types of appeals:
Price appeal
Price appeal
Quality appeal
Quality appeal
Star appeal
Star appeal
28. Message Appeals
Message Appeals
Ego appeal
Ego appeal
Fear appeal
Fear appeal
Sensory appeal
Sensory appeal
Sex, love & social acceptance appeals
Sex, love & social acceptance appeals
29. Too much of creativity
Too much of creativity
It is crucial that the adds
It is crucial that the adds
establish a strong link between
establish a strong link between
the message & the products so
the message & the products so
that the remembering the
that the remembering the
commercial means also
commercial means also
remembering the product.
remembering the product.
30. Creativity Versus profit
Creativity Versus profit
Some TV advertising campaigns
Some TV advertising campaigns
are memorable works of art.
are memorable works of art.
There is a significant difference
There is a significant difference
between creativity (the kind
between creativity (the kind
where you are funny) and
where you are funny) and
profitable creativity, the kind
profitable creativity, the kind
where you systematically make
where you systematically make
money from your advertising.
money from your advertising.
31. Award Winning Advertising
Award Winning Advertising
If everybody loves a winner, how can
If everybody loves a winner, how can
small businesses prove they are
small businesses prove they are
winners? One easy way: Win
winners? One easy way: Win
awards.
awards.
Awards can catch the eyes of
Awards can catch the eyes of
prospective clients and offer current
prospective clients and offer current
customers comfort that they have
customers comfort that they have
made the right choice.
made the right choice.
