Creativity in Advertisement : When It Works and When Doesn't

1. Creativity in Advertising:
When It Works and When It Doesn’t
by Werner Reinartz and Peter Soffert
Presented by,
Nipun (IEP17027) | Evrard (IEP17038) | Alain (IEP17037) | Nikhil (PGP31158) | Nishant (PGP31159) |Vineet (PGP31245)

2. “Nothing is more efficient than creative advertising. Creative advertising
is more memorable, longer lasting, works with less media spending,
and builds a fan community…faster.” – Stephen Vogel

3. Creativity is a divergent thinking—namely, the ability to find unusual and nonobvious solutions to a problem.
What is Creativity

4. Elements of Creativity
Originality Flexibility Elaborateness Synthesis Artistic Effects

5. A euro invested in a highly creative advertisement campaigns had nearly double the
sales impact of a euro spent on a non creative campaign
Key Takeaways
What Creativity Combination Work Best ?
Originality
+
Flexibility
Originality
+
Synthesis
Originality
+
Synthesis
Originality
+
Synthesis
Originality
+
Synthesis
Reflective
Effectiveness
-1%
Usage : 9.8%
Reflective
Effectiveness
+1%
Usage : 10.7%
Reflective
Effectiveness
+28%
Usage : 10.5%
Reflective
Effectiveness
+89%
Usage : 10.9%
Reflective
Effectiveness
+96%
Usage : 9.9%

6. Is More Creativity Better
7.63%
0.795%
4.43%
-1.73%Shaver,
Coffee
Cola,
Yogurt
Shampoo,
detergent
Body Lotion,
Face care
Impact on Sales
Categories usually associated with highly
creative ads do not always get a big boost
when more creativity is added to the
campaigns and among categories associated
with low creativity getting creative is not
always a bad idea.

7. An original ad comprises elements that are rare or surprising, or that move away from the obvious
and commonplace. The focus is on the uniqueness of the ideas or features contained in the
Advertisement.
Originality

9. Flexibility
An advertisement scoring high on flexibility smoothly links the product to a
range of different uses or ideas.

11. Elaboration
Details or extend ideas about the product. An advertisement should uncover the
main idea of a product, but don’t make your audience confused

13. Synthesis
Synthesis is about blending or connecting normally
unrelated objects or ideas.

15. Artistic value
Advertisements with a high level of artistic creativity contain aesthetically appealing verbal, visual,
or sound elements. Their production quality is high, their dialogue is clever, their colour palette is
original, or their music is memorable.

17. Thank You