Creativity in Advertising


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Creativity in Advertising

  1. 1. CREATIVITY IN ADVERTISING Presented by: Rajath K MBA BIMS Mysore
  2. 2. “There are only two things in a business that make money - innovation and marketing. Everything else is cost.” Peter Drucker
  3. 3. What is Advertising?  “Advertising is any paid form of non-personal communication, of ideas, goods and services by an identified sponsor”. The aim of this communication through mass media is either to persuade or influence the behavior of the target audience.
  4. 4. Beginning of Advertising?
  5. 5. time when this was a tablet.
  6. 6. And not this.
  7. 7. Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed
  8. 8. The Only Rule in Advertising
  9. 9. Creative Process Model Preparation Gathering Information Verification Refining the idea The Creative Process Illumination Seeing the Solution Incubation Setting Problem Aside
  10. 10. The Perpetual Debate Only artistic value and originality count It isn’t creative if it doesn’t sell Suits Artists
  11. 11. Creativity that does not sell…
  12. 12. Advertising Campaign  An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC).  Advertising campaigns appear in different media across a specific time frame.  “An Advertising Campaign is a series of advertisements [consumer communications] and the activities that help produce them, which are designed to achieve interrelated goals.”  ……..Donald Parente
  13. 13. TOP ADVERTISING CAMPAIGNS Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
  14. 14. TOP ADVERTISING CAMPAIGNS DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
  15. 15. TOP ADVERTISING CAMPAIGNS Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
  16. 16. TOP ADVERTISING CAMPAIGNS Nike, "Just do it", Wieden & Kennedy, 1988
  17. 17. TOP ADVERTISING CAMPAIGNS Red bull, “Gives you wings”
  18. 18. Why to advertise in terms of a campaign?  Buyers are forgetful of erratically appearing ads.  Due to clutter of large number of advertising messages, they overlook several of them.  Thus, campaign is a sustained advertising effort.  Coordination, balance, timing, continuity & performance- all favor for an advertising campaign.
  19. 19. Basis of campaign  Geographical spread of a campaign Pioneering Campaigns to introduce a new product Competitive Campaign emphasis competitive superiority to retain the present market. Campaigns can be classified in terms of media, e.g; direct mail campaign, newspaper campaign, T.V. Campaign etc
  20. 20. Three phases of campaign creation  1.Strategy development phase  Decide the objectives and contents of communication.  Analyzing the research data and positioning the brand  Right strategy and creative campaign is a winning combination.  “If you want to catch fish, you have to think like fish. If you want to catch a consumer, you
  21. 21. Three phases of campaign creation  2. Advertising brief to the creative  Client has to brief the agency about how to create the advertisement.  Success or failure of the advertisement is largely dictated by the brief.
  22. 22. Three phases of campaign creation  3.The creative phase The strategist has to leap from a single unidirectional idea into an advertising idea that will add value to the product/brand.
  23. 23. Example of Creative and effective Advertising Campaign
  24. 24. ZooZoo’s were conceptualized by the Ad agency O&M for the latest Vodafone Ad campaigns. ZooZoo characters though they look like animated characters are actually played by real people. The real people are dressed in white outfits. The sets have been constructed by shadows created by spray painting.
  25. 25. Case Study-
  26. 26. Nike’s “Just Do It” Advertising Campaign  After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the „90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, “Just Do It” slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997. — Jolie Soloman “When Nike Goes Cold” Newsweek, March 30, 1998
  27. 27. Linking the Campaign to Consumer Needs  Through its “Just Do It” campaign, Nike was able to tap into the fitness craze of the 1980s. Reebok was sweeping the aerobics race and gaining huge market share in the sneaker business. Nike responded to that by releasing a tough, take-no-prisoners ad campaign that practically shamed people into exercising, and more importantly, to exercising in Nikes.  Celebrity endorsements also appealed to the consumers’ sense of belonging and “hipness”.
  28. 28. Linking the Campaign to Strategy  Nike was in a tough spot in the late 1970’s. It was being swamped by Reebok’s quick initiative on designing aerobics shoes and needed to respond dramatically and forcefully.  No longer content to be the choice running shoe of a few thousand marathoners and exercise nuts, Nike wanted to expand its operation to target every American, regardless of age, gender or physical-fitness level. “Just Do It” succeeded in that it convinced Americans that wearing Nikes for every part of your life was smart and hip.  Nike took its own advice and “Just Did It” by directly attacking Reebok in the sport-shoe market.
  29. 29. Why Was the Campaign Successful?  The timing of this campaign could not have been better.  Americans were buying exercise equipment at a record pace in the mid 1980s, and body worship was at an all time high. Nike tapped into consumers’ desire for a healthy lifestyle by packaging it into a pair of $80 sneakers.  The ads were often humorous, appealing to the cynic in all of us, while imploring consumers to take charge of their physical fitness. The ads made starting an exercise regime seem like a necessity.  The campaign was easily identifiable (to the point that Nike eventually did not even bother to display the word “Nike” in commercials—the swoosh was enough) and stayed true to its message.
  30. 30. Conclusion.  Creativity is an essential resource to survive in the market and for this reason we always look for it. Companies entrust their image to advertising agencies to realize ever more creative, innovative and amazing advertising.  Advertising is seduction, art and investment.  Advertising must be funny, clever, unique and exciting