The document discusses advertising creativity and the creative process in advertising. It defines advertising creativity as the ability to generate unique ideas that solve communication problems. Some determinants of creativity are originality, flexibility, elaboration, synthesis, and artistic value. The creative process generally involves gathering information, incubation of ideas, insight or solution, and refinement. Two models of the creative process are outlined involving research, wrestling with ideas, subconscious incubation, idea birth, and shaping ideas. An effective advertising campaign is coordinated across different media around a central theme over time. The creative brief guides the campaign with objectives, target audience, selling ideas, and strategy. Developing a unique selling proposition or brand image are important in the search for a major selling idea

1. RNB GLOBAL UNIVERSITY, Bikaner
PRESENTATION- 02
Subject :- Advertising
TOPIC:- Advertising Creativity
SUBMITTED TO: SUBMITTED BY:
MR.MAYANK AGGARWAL SIR K DEVIKA

4. Advertising Creativity
• Advertising creativity is the ability to generate
fresh, unique and appropriate or relevant
ideas that can be used as solutions to
communication problems.

5. Determinants of creativity?
• 1.Originality: Ads contains elements that are rare,
surprising, or move away from the obvious and
commonplace.
• 2. Flexibility: Ads that contain different ideas or switch
from one perspective to another.
• 3. Elaboration: Ads that contains unexpected details or
finish and extend basic ideas so they become more
intricate, complicate and sophisticated.
• 4.Synthesis: Ads that combine, connect or blend
normally and unrelated objects or ideas.
• 5.Artistic value: Ads that contain artistic verbal
impressions or attractive shapes and colors.

6. PLANNING CREATIVE STRATEGY

7. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Gathering background information
needed to solve the problem
through research and study.

8. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Getting away and letting ideas
develop.

9. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Seeing the light or solution

10. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Refining and polishing the idea and
seeing if it is an appropriate
solution.

11. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Gathering raw material and
information through background
research and immersing yourself in
the problem.

12. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Taking information, working it over,
and wrestling with it in the mind.

13. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Putting the problems out of your
conscious mind and turning the
information over to subconscious to
do the work.

14. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
The birth of an idea—The “Eureka! I
have it” phenomenon.

15. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Studying the idea to see if it still looks
good or solves the problem, then
shaping the idea to practical
usefulness.

17. An Advertising Campaign
Interrelated
In Different
media
Centered on a
Theme or Idea
Over a Time Period
Coordinate
Integrated
Marketing
Communication
Activities

18. The Creative Brief
• Basic problem or issue the advertising
must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements

19. Search for a Major Selling Idea
Finding the
inherent drama
Use a Unique
Selling Position
Create a Brand
Image
Positioning
Seeking the
Major Idea

20. The Unique Selling Proposition (USP)
Unique
Must be unique
to this brand or
claim; rivals
can't or don't
offer it
Benefit
Buy this
product/serv
ice and you get
this benefit
Potent
Promise must
be strong
enough to
move mass
millions