Nothing is more efficient than creative
advertising. Creative advertising is more
memorable, longer lasting, works with
le...
Divergent thinking—namely, the ability to
find unusual and nonobvious solutions to a
problem
Fluency Originality Abstraction
No. of relevant
ideas proposed
in response to a
given question
Elaboration Resistance to
p...
The extent to which an
ad contains brand or
executional elements
that are different, novel,
unusual, original,
unique, etc
Fluency Originality
AbstractionElaboration
Resistance
to
premature
closure
An original ad comprises
elements that are rare or
surprising, or that move
away from the obvious and
commonplace.
Is the ad “out of the
ordinary”?
•Does it depart from
stereotypical thinking?
•Is it unique?
Aesthetically appealing
verbal, visual, or sound
elements.
Unexpected details or
extend simple ideas so that
they become more intricate
and complicated
Blending or connecting
normally unrelated objects
or ideas.
Unexpected details or
extend simple ideas so that
they become more intricate
and complicated
• Launched in 2009
• Especially targeted IPL
with large frequency of
advertising
• Ads renewed each day to
create exciteme...
• ZooZoo cute, humorous
and delivered message
about one VAS per day
• Most watched
advertisement in social
media
• Ads Hel...
• Targeted mainly for youth
• Use taglines to create a
youthful brand
• Uses youth icons i.e.
young actors and
sportsperso...
• Yehi hai right choice Baby,
Aha
• Yeh Dil Maange More !
• Pepsi ye pyaas heh badi
• Yeh hai youngistaan meri
jaan
• My P...
These slides were created by
Vatsal Sharma,IIT Kanpur, as part
of an internship done under the
guidance of Prof. Sameer Ma...
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
Creativity in advertising when it works
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Creativity in advertising when it works

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Creativity in advertising when it works

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Creativity in advertising when it works

  1. 1. 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.
  2. 2. Divergent thinking—namely, the ability to find unusual and nonobvious solutions to a problem
  3. 3. Fluency Originality Abstraction No. of relevant ideas proposed in response to a given question Elaboration Resistance to premature closureAmount of detail given in a response How uncommon or unique the responses are Ability to consider a variety of factors when processing information. Degree to which a slogan or a word moves beyond being a label for something concrete
  4. 4. The extent to which an ad contains brand or executional elements that are different, novel, unusual, original, unique, etc
  5. 5. Fluency Originality AbstractionElaboration Resistance to premature closure
  6. 6. An original ad comprises elements that are rare or surprising, or that move away from the obvious and commonplace.
  7. 7. Is the ad “out of the ordinary”? •Does it depart from stereotypical thinking? •Is it unique?
  8. 8. Aesthetically appealing verbal, visual, or sound elements.
  9. 9. Unexpected details or extend simple ideas so that they become more intricate and complicated
  10. 10. Blending or connecting normally unrelated objects or ideas.
  11. 11. Unexpected details or extend simple ideas so that they become more intricate and complicated
  12. 12. • Launched in 2009 • Especially targeted IPL with large frequency of advertising • Ads renewed each day to create excitement • Relatively cheaper ads
  13. 13. • ZooZoo cute, humorous and delivered message about one VAS per day • Most watched advertisement in social media • Ads Helped increase brand consciousness, brand image and sales
  14. 14. • Targeted mainly for youth • Use taglines to create a youthful brand • Uses youth icons i.e. young actors and sportspersons as brand ambassadors • “Hinglish” taglines
  15. 15. • Yehi hai right choice Baby, Aha • Yeh Dil Maange More ! • Pepsi ye pyaas heh badi • Yeh hai youngistaan meri jaan • My Pepsi My Way • Change the game • Oh Yes Abhi
  16. 16. These slides were created by Vatsal Sharma,IIT Kanpur, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)

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