Creativity in Advertising


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Creativity in Advertising

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Creativity in Advertising

  1. 1. Creativity in Advertising When It Works & When It Doesn’t
  2. 2. What is the key to success in advertising?
  3. 3. “Nothing is more efficient than creative advertising. It is more memorable, longer lasting, & builds a fan community…faster.” Stephan Vogel CCO of Ogilvy & Mather Germany
  4. 4. What is Creativity?
  5. 5. Creativity : the ability to find unusual & nonobvious solutions to a problem.
  6. 6. American psychologist, who developed the Torrance Tests of Creative Thinking (TTCT), a battery of measures used to assess individuals’ capacity for divergent thinking in the business world and in education. E. Paul Torrance
  7. 7. In the early 2000s Indiana University communications researcher Robert Smith adjusted the definition of creativity to refer to- “the extent to which an ad contains brand or executional elements that are different, novel, unusual, original, unique, etc.”
  8. 8. He came up with five dimensions of advertising creativity, which form the basis for our survey Originality
  9. 9. 1 Originality Is the ad “out of the ordinary” ?
  10. 10. Originality Does it depart from stereotypical thinking?
  11. 11. Originality Is it unique?
  12. 12. 2 Elaboration Does the ad contain numerous details? War & Peace
  13. 13. Elaboration Does it extend basic ideas & make them more intricate? Ad on Global Warming
  14. 14. Elaboration Does it contain more details than expected?
  15. 15. 3 Flexibility Does the ad contain ideas that move from one subject to another?
  16. 16. Flexibility Does it contain different ideas?
  17. 17. Flexibility Does it shift from one idea to another?
  18. 18. 4 Synthesis Does the ad connect objects that are usually unrelated?
  19. 19. Synthesis Does it contain unusual connections?
  20. 20. Synthesis Does it bring unusual items together?
  21. 21. 5 Is the ad visually or verbally distinctive? Artistic Value
  22. 22. Artistic ValueDoes it make ideas come to life graphically or verbally?
  23. 23. Artistic Value Is it artistic in its production?
  24. 24. Elaboration 1.32 artistic value 1.19 originality 1.06 flexibility 1.03 Synthesis 0.45 Quantification of each dimension: (relative to the overall average creativity of 1.0)
  25. 25. Although originality has little impact on sales on its own, it appears to play an important enabling role, appearing in three of the four most effective pairings.
  26. 26. 1. Key of Success 2. Creativity 3. Five dimension of creativity 4. Quantification of dimension Creativity in Advertising
  27. 27. Sameer Mathur Indian Institute of Management Lucknow Marketing Professor 2013 - Marketing Professor 2009 -2013 Ph.D & M.s (Marketing) 2003 - 2009 Amit Pandey Indian Institute of Technology Kharagpur (Internship)