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Creativity in Advertising
Creativity in Advertising discusses the key dimensions of creative advertising. It identifies five dimensions - originality, elaboration, flexibility, synthesis, and artistic value - and provides definitions and examples for each. Research by Robert Smith in the early 2000s quantified these dimensions and found that elaboration scored highest at 1.32, while originality also plays an important enabling role for effective advertising. The document examines what makes for successful creative advertising and how different dimensions of creativity can be measured.
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Creativity in Advertising
- 1. Creativity in Advertising When ItWorks & When It Doesn’t
- 2. What is thekey to success in advertising?
- 3. “Nothing is moreefficient than creative advertising. It is more memorable, longer lasting, & builds a fan community…faster.” Stephan Vogel CCO of Ogilvy & Mather Germany
- 4.
- 6. Creativity : theability to find unusual & nonobvious solutions to a problem.
- 7. American psychologist, who developedthe 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
- 8. In the early2000s 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.”
- 9. He came upwith five dimensions of advertising creativity, which form the basis for our survey Originality
- 10. 1 Originality Is thead “out of the ordinary” ?
- 11. Originality Does it depart fromstereotypical thinking?
- 12.
- 13. 2 Elaboration Does thead contain numerous details? War & Peace
- 14. Elaboration Does it extend basicideas & make them more intricate? Ad on Global Warming
- 15. Elaboration Does it containmore details than expected?
- 16. 3 Flexibility Does thead contain ideas that move from one subject to another?
- 17.
- 18. Flexibility Does it shiftfrom one idea to another?
- 19. 4 Synthesis Does thead connect objects that are usually unrelated?
- 20. Synthesis Does it containunusual connections?
- 21. Synthesis Does it bringunusual items together?
- 22. 5 Is the advisually or verbally distinctive? Artistic Value
- 23. Artistic ValueDoes itmake ideas come to life graphically or verbally?
- 24. Artistic Value Is itartistic in its production?
- 25. Elaboration 1.32 artistic value1.19 originality 1.06 flexibility 1.03 Synthesis 0.45 Quantification of each dimension: (relative to the overall average creativity of 1.0)
- 26. Although originality haslittle impact on sales on its own, it appears to play an important enabling role, appearing in three of the four most effective pairings.
- 27. 1. Key ofSuccess 2. Creativity 3. Five dimension of creativity 4. Quantification of dimension Creativity in Advertising
- 28. Sameer Mathur Indian Instituteof Management Lucknow Marketing Professor 2013 - Marketing Professor 2009 -2013 Ph.D & M.s (Marketing) 2003 - 2009 Amit Pandey Indian Institute of Technology Kharagpur (Internship)