This slide consist the analysis of the Harvard Business Review's article on "Creativity in Advertising: when it works or when it doesn't" by Werner Reinartz and Peter Saffert. This slide might help you to understand how the best ads has been successful on customer expectation.

1. Creativity in Advertising“nothing is more efficient than creative”

2. Creative advertising is more memorable, longer lasting, work with less media spending,
and builds a fan community….
…faster

3. What is creativity

4. Social and educational Psychology literature defines…
Creativity as divergent thinking-namely, the ability to find
unusual and nonobvious solution to a problem.

5. How to measure creativity

6. The five dimensions of advertising creativity
Elaboration

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

8. Ask yourself
• Is the ad “out of the ordinary” ?
• Does it depart from stereotypical
thinking ?
• Is it unique ?

9. Flexibility
An ad should links the product to a range of different uses or ideas.

10. Ask yourself
• Does the ad contain ideas that move
from one subject to another?
• Does it contain different ideas?
• Does it shift from one idea to
another?

11. Elaboration
An ad should must contain basic ideas with expected details.

12. Ask yourself
• Does the ad contain numerous
details?
• Does it extend basic ideas and make
them more intricate?
• Does it contain more details than
expected?

13. Synthesis
This dimension of creativity is about blending or
connecting normally unrelated objects or ideas.

14. Ask yourself
• Does the ad connect objects that are
usually unrelated?
• Does it contain unusual
connections?
• Does it bring unusual items
together?

15. Artistic value
Ads 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 origin or their music is memorable.

16. Ask yourself
• Is the ad visually or verbally
distinctive?
• Does it make ideas come to life
graphically or verbally?
• Is it artistic in its production?

17. What does company typically choose?

18. Uses sales response models
in analysing the relationship between creativity and advertising effectiveness
that are based on conventional regression analysis.

19. In real world, the longer a creative ad is aired,
the more impact the creativity has on sales.

20. Use of Hierarchical sales response model is effective….

21. Why?

22. because…
1. It get around the problem by nesting one regression model with another.
2. It allows us to see both the direct impact of creativity on sales and the
amplifying effect of the budget.
3. Arrive at a more accurate overall estimate of the effect of creativity on sales.

23. Results of creativity

24. A euro invested in a highly creative ad campaign
had nearly double the sales impact of a euro
spent on a non creative campaign.

25. Major studies revelled…
Originality and Artistic value have been seen
as a major impact on advertising
effectiveness.

26. but,
Being original is not enough…

27. Originality boosts sales only in the presence of
additional creative dimensions.

29. Correlating Drinking with Happiness.

30. Showing the Heart’s demand of style.